Extreme weather is shaping the travel experience this summer, driving many to seek cooler destinations amid record-breaking heat and intense wildfires across North America and beyond.
Florida resident Kathy Pafunda is among those fleeing the heat, planning trips to Norway after enduring high temperatures and humidity back home.
She notes, “Florida is hideous right now,” opting instead for destinations where outdoor activities won't feel like "taking an unpleasant bath."
This trend has led to the emergence of “coolcations,” where travelers deliberately choose northern climates or cooler locales to escape sweltering summers.
July 22 was marked as one of the hottest days on record globally, escalating awareness of the impact of climate change on travel patterns.
With the demand for such temperate destinations rising, travel companies are adjusting their offerings accordingly.
Norwegian Air announced the launch of ten new routes between northern Norway and various European cities to cater to increasing traveler interest.
“We are enthusiastic about the growing interest in northern destinations,” said Geir Karlsen, the airline's CEO.
Similarly, cruise operators are enhancing their itineraries: Norwegian Cruise Line Holdings revealed 13 new routes across Alaska, Canada, and New England set for summer 2026, showing their awareness of this shift.
Royal Caribbean has also expanded its Alaska offerings, highlighting the trend of vacationing away from warmer climates.
Patrick Scholes, Truist equity analyst, remarked, “The impact of climate on the travel industry is very gradual,” noting how companies are adapting over time.
Passenger numbers arriving domestically to Alaska rose by 10% year-over-year, especially from Texas, where residents have been plagued by extreme heat.
Current ticketing data shows international arrivals to Norway, Ireland, and Sweden saw substantial increases this summer, reflecting year-over-year rises of 19%, 13%, and 11%, respectively.
Meanwhile, vacation rentals also demonstrate this trend, with Airbnb reporting a 15% jump in searches for summer accommodations across Norway, Sweden, and Alaska.
High-end travel agency Virtuoso recorded a 20% increase in bookings for Canada, indicating travelers are eager to discover cooler places.
Despite the rising popularity of cooler destinations, warm-weather travel has not diminished entirely.
Olivier Ponti, Director of Analytics at ForwardKeys, reported southern European locales still maintained attractiveness, with international arrivals up by 8% year-over-year as of June.
UK travelers continue to look to warm Mediterranean spots, but there is also growing interest in traveling during the shoulder seasons of spring and autumn.
One of the challenges of this extended travel season is increased tourist traffic year-round, as noted by Melanie Brown, director at Key Data.
She pointed out how areas previously crowded for just nine weeks are now experiencing sustained tourism, leading to concerns for local residents.
Labor shortages might also complicate matters for travel companies targeting these longer seasons.
Despite the growth of cooler destination demand, certain travel sectors, such as luxury accommodations, are witnessing declines.
The luxury segment for Greece saw bookings drop by 17%, reflecting shifting preferences among travelers.
Although Greece had experienced increases in foreign arrivals earlier this year, American visitors saw a decline of 19% by May, coinciding with intense summer heat and wildfires.
Last year, extreme wildfires swept through Canada, Greece, and the Amazon, pushing the discussion about climate change and its impacts to the forefront.
Canada faced particularly devastating wildfires, forcing significant evacuations and stifling air quality across North America.
Roughly 150,000 people were driven from their homes, and cities like New York found their air quality deteriorated to levels not seen in decades.
Now, as Europe grapples with escalating fires causing extensive damage and driving more travelers to northern regions, stories of wildfires and extreme weather are influencing decisions on where, and when, to vacation.
Travelers are also increasingly conscious of health issues stemming from extreme weather events, as evidenced by the rising concern over the debilitating heat during storms like Hurricane Ernesto.
After hitting Puerto Rico, Ernesto left numerous residents without power or water, prompting widespread alarm.
The sweltering conditions have revived memories of Hurricane Maria’s devastation, emphasizing the urgent need for preparedness among impoverished populations.
The National Weather Service has issued warnings for dangerously high temperatures, urging those impacted to stay hydrated.
Officials are still evaluating the damage and recovery timelines from Ernesto, stressing the importance of maintaining communication and support for communities affected by the hurricane.
Travelers must navigate these unexpected challenges and adapt their plans accordingly as the realities of climate change broaden and intensify.
Understanding and responding to these dynamics can help mitigate risks and allow for better experiences during travel, balancing personal enjoyment and broader environmental responsibility.
