Why Gen Z Travelers Are Escaping the Heat With ‘Coolcations’

Travel media in North America and Europe has started using a new buzzword: “coolcation.” As the name suggests, it’s a mash‑up of “cool” and “vacation,” describing trips where the main goal is to escape extreme summer heat. Instead of crowded beach resorts, mostly younger travelers are heading to naturally cooler places such as Scandinavia, the Scottish Highlands or the Alps, and framing the lower temperature itself as a form of luxury.

Tour operators and booking platforms in the US and UK report growing summer demand for destinations like Norway’s fjords, Iceland and northern mountain regions that used to be fairly niche. Packages often combine gentle hiking, lakeside reading, sauna time and slow food, positioning coolcations as both climate‑conscious and wellness‑oriented. On TikTok, creators share “coolcation packing lists,” swapping beachwear for rain jackets and fleece layers. For Japan, this trend hints at new opportunities: domestic “coolcations” to Hokkaido, Tohoku or highland areas could appeal to travelers who are tired of enduring ever‑hotter summers in the city.