For generations, the default summer holiday was simple: blue skies, scorching sun, and a packed beach. But as extreme heatwaves sweep across traditional hotspot destinations, travellers are fundamentally rethinking the classic getaway.
The rise of the "coolcation" - trading the blistering Mediterranean for milder Nordic climates or off-peak shoulder seasons - signals a major shift in global tourism.
While sun-seeking isn't dead, climate reality is forcing both holidaymakers and the travel industry to ask a new question: is it time to prioritise comfort over heat?
For South Africa, the question is particularly relevant as the country heads towards a potentially significant El Niño summer.
Europe’s heat puts tourism under pressure
Europe has experienced another exceptionally hot summer, with some of the continent’s most popular holiday destinations recording record-breaking temperatures.
Spain recorded 61 heatwave days in 2026, the highest number ever recorded, while the country also experienced its hottest summer since records began in 1961. Italy, meanwhile, recorded its hottest summer since 1950.
The extreme temperatures are raising questions about whether traditionally popular summer destinations such as Spain, Italy and Greece could eventually see travellers looking elsewhere for more comfortable conditions.
However, the evidence suggests that tourists are not abandoning Southern Europe. Instead, they are adapting.
The European Travel Commission has found that 81% of Europeans have changed at least one travel behaviour in response to climate change.
About 15% seek destinations with milder temperatures, while almost 14% avoid destinations prone to extreme heat.
This could mean choosing a different destination altogether - or simply travelling at a different time of year.
What is a “coolcation”?
A coolcation is a holiday deliberately taken in a cooler climate, particularly as an alternative to destinations experiencing extreme summer heat.
Instead of travelling to the Mediterranean at the height of summer, travellers may opt for destinations such as Norway, Sweden, Finland, Iceland or other northern European locations.
Euromonitor International has identified this as an emerging opportunity for northern European tourism.
Its research forecasts that the Nordic countries and Baltic states could attract 58 million inbound leisure visitors and US$102 billion in tourism spending by 2029.
The trend is also being reflected in travel searches and bookings, with cooler destinations gaining attention as travellers look for alternatives to increasingly hot European summers.
Yet the “coolcation” trend should not be confused with a mass movement away from traditional sun-and-sea holidays.
Southern Europe remains hugely popular, suggesting that climate is becoming another factor in destination choice rather than necessarily replacing traditional considerations such as price, experiences and accessibility.
Are travellers changing when they travel?
One of the clearest adaptations may be the growing appeal of the shoulder season.
Travelling in spring or autumn can mean cooler temperatures, fewer crowds and lower prices, while still allowing visitors to experience destinations traditionally associated with summer.
This is something the travel industry is seeing first-hand.
"It's less crowded, cooler, and more cost-effective," says Shirley-Anne McQuade, Western Cape regional manager at Flight Centre, explaining why more South Africans are choosing Europe's off-peak months.
However, she says the decision is not always about escaping heat.
“Some travellers may choose not to go during extreme heat or rainy seasons, to ensure a pleasant experience,” McQuade says.
“Others may choose to travel during these extreme weather seasons, as it’s sometimes more cost-effective, and they don’t mind the uncomfortable conditions.”
In other words, extreme weather can change the price of a holiday - and that can itself influence demand.
What does this mean for South Africa?
The issue is particularly pertinent as South Africa prepares for the 2026/27 summer.
The South African Weather Service (SAWS) has warned of a potentially very strong El Niño, with the seasonal outlook favouring above-normal temperatures and below-normal rainfall across much of the country during the coming summer period.
SAWS has also warned that, should the expected dry conditions materialise, heatwaves could become more frequent and severe.
For a country whose tourism offering includes game drives, hiking, beaches, outdoor attractions and nature-based experiences, increasingly extreme temperatures could have implications for how visitors experience destinations.
But South African travellers do not necessarily appear to be abandoning hot destinations.
McQuade says South Africans remain largely driven by experiences and price.
“South Africans are resilient. They mainly make decisions based on chasing experiences or based on price,” she says.
Weather can nevertheless influence the latter.
“Price can be influenced by extreme weather, which may result in a destination becoming more affordable – such as the UAE, which usually offers great deals in the middle of its summer,” she says.
“The same applies to the shoulder season in Europe, which is less crowded and more affordable.”
It’s still about the experience
The South African travel market also demonstrates that temperature preferences are highly dependent on the experience being sought.
McQuade points to the popularity of the South African coastline during the summer holidays, when travellers are looking for “sun, beach, waves” and a relaxed summer atmosphere.
The bush, meanwhile, remains popular during South Africa’s winter months because the dry season generally offers better game-viewing opportunities, even when temperatures are colder.
Mountain destinations such as the Drakensberg are popular in winter and spring, while the Western Cape’s West Coast attracts visitors during August and September for its wildflowers.
Internationally, the same principle applies. Travellers may put up with extreme cold to see the Northern Lights, travel to Lapland for a winter experience or tolerate heat if a particular destination or event is considered worth it.
“It’s all about the experience!” McQuade says.
That may ultimately be the most important finding for tourism.
Extreme temperatures could increasingly influence where tourists go, when they travel and what they are willing to pay, but they are unlikely to become the only consideration.
For destinations, the challenge may therefore be less about competing with the weather and more about adapting tourism offerings to it - promoting shoulder seasons, developing heat-resilient experiences and helping visitors understand the best time to experience a destination.
As climate patterns continue to change, the question for the tourism industry may no longer simply be whether a destination is beautiful.
It could increasingly be: when is the most comfortable time to experience it?
zamandosi.cele@nationalmg.co.za