The short version
- Tourism operators report increased demand from travelers seeking milder weather conditions compared to southern Europe.
- Data indicates a significant rise in flight searches and spending related to cooler destinations within the UK and internationally.
- Industry experts suggest this trend offers economic opportunities for regions outside traditional hotspots like Edinburgh and Skye.
A distinct shift is occurring in European travel patterns as extreme heatwaves grip much of the continent. While large parts of England, Wales, France, Italy, and Spain have experienced record-breaking temperatures this summer, Scotland’s typically overcast and cool climate has become an unexpected draw for tourists. This phenomenon, increasingly referred to as 'coolcations,' represents a strategic pivot for travelers seeking comfort and the ability to engage in outdoor activities without the constraints of excessive heat.
Business owners on the ground are observing this change firsthand. Esther and Nick Cochrane, who operate self-catering holiday cottages near Glencoe, have noted a marked increase in visitors explicitly citing lower temperatures as their primary motivation for traveling north. Initially, these guests arrived primarily from continental Europe, but the trend has expanded to include domestic tourists from southern England. The Cochranes have adapted their marketing strategies to highlight the region’s reliable coolness, turning what was once considered a drawback into a key selling point.
The desire for cooler weather is reshaping visitor expectations and behaviors. Guests are no longer apologizing for or joking about Scottish rain; instead, they actively seek it out. Recent visitors have expressed relief at the return of normal sleeping conditions, such as using duvets, after months of sweltering heat in their home regions. For families like the Grants, who traveled from southern England, the cooler climate allows for a return to routine activities and sleep quality that had been compromised by high temperatures elsewhere.
Quantitative data supports these anecdotal observations. Early figures for the current year show an uptick in flight searches directed toward Scotland, alongside increased international credit card spending in the region. Travel agency trip.com reported a 74 percent increase in searches for cooler holiday destinations during the first four months of 2025. This surge reflects a broader consumer shift toward locations offering more comfortable climates and potentially less overcrowding compared to traditional sun-drenched hotspots.
Outdoor adventure providers are also benefiting from this climatic advantage. Rob Kingsland, who runs an outdoor activity company in Glencoe, notes that the milder temperatures make for ideal conditions for kayaking and other pursuits. He observes that many European and North American visitors specifically choose the west coast of Scotland to avoid the need for air conditioning and to participate in physical activities that become difficult in extreme heat. The ability to wear layers and enjoy moderate winds is increasingly viewed as a premium feature.
Tourism remains a critical component of Scotland’s economy, contributing approximately five percent to the national GDP and supporting around 250,000 jobs. However, the industry faces complex challenges regarding capacity and distribution. While cities like Edinburgh have implemented visitor levies to manage overtourism and its associated impacts, there is potential for growth in other areas. Experts suggest that regions such as Moray, Aberdeenshire, the Scottish Borders, Dumfries and Galloway, and Angus could benefit from redirected tourist spending.
Chris Greenwood of the Moffat Centre for Travel and Tourism at Glasgow Caledonian University points out that while popular destinations like the Isle of Skye are already saturated, other communities possess high-quality accommodation, heritage sites, and activities that remain underutilized. Distributing tourism more evenly could provide economic relief to these areas while mitigating pressure on overcrowded centers. This redistribution aligns with the growing interest in less crowded, climate-comfortable destinations.
Despite the general trend toward cooler weather appeal, Scotland is not entirely immune to climate-related disruptions. A severe wildfire occurred in the Cairngorms in July, highlighting that extreme weather events can still impact the region. Nevertheless, the current narrative among tourists and operators focuses on the relative comfort of Scotland’s summer climate compared to the rest of Europe. As global temperatures continue to rise, the appeal of cooler northern destinations may become a more permanent fixture in travel planning.
The implications of this shift extend beyond immediate tourism revenue. It suggests a broader reevaluation of what constitutes an ideal holiday destination. Comfort and activity feasibility are becoming as important as sunshine for many travelers. For Scottish businesses, adapting to this new reality involves emphasizing the benefits of moderate temperatures and reliable weather patterns that facilitate exploration and rest.
Looking ahead, the sustainability of this trend will depend on continued climate patterns and infrastructure capacity in receiving regions. If heatwaves persist across southern Europe, demand for coolcations is likely to remain strong. Local authorities and businesses must balance economic gains with environmental stewardship and community well-being to ensure that tourism growth remains beneficial and manageable in the long term.
Sources behind this briefing
Go to the original reporting
- BBC News↗Coolcations: 'They used to joke about our weather - now they can't wait for the rain'
