As climate events intensify and consumer values evolve, new data reveals that travellers are shifting their attention to regenerative travel and "coolcations."
These preferences reflect a growing desire for environmentally conscious travel, meaningful connections to place, and relief from extreme temperatures, especially during peak summer months.
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While artificial intelligence (AI) continues to impact how trips are planned, the spotlight for many travellers remains on why they travel, not just how.
Coolcations: Demand for Cooler Destinations Heats Up
With soaring temperatures across southern Europe, the U.S., and parts of the Caribbean, travellers are increasingly seeking cooler, more temperate climates.
Bookings are rising to destinations like Newfoundland, Iceland, Norway, and British Columbia’s coastal regions, particularly among family and luxury travellers.
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According to Host Agency Reviews, some operators are reporting a 40% increase in demand year-over-year for travel to cooler-weather destinations.
Even within Canada, destinations that offer natural landscapes, cultural depth, and lower summer heat indexes are trending, offering opportunities for both domestic and inbound travel.
Regenerative Travel Moves Beyond Sustainability
Travellers are no longer just looking for "less harm"—they're seeking positive impact through their journeys. The rise of regenerative travel—which actively restores and supports local environments and communities—is gaining traction across all segments.
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A recent Vogue feature highlighted the surge in farm-based accommodations, nature-integrated retreats, and wellness programs rooted in conservation. Agritourism and regenerative hospitality are projected to surpass $14.5 billion by 2029, driven by consumer interest in meaningful, eco-forward travel.
These experiences include stays at eco-lodges, Indigenous-led itineraries, and rural wellness escapes that provide a deeper connection to both place and purpose.
Coolcation Hotspots
- Tofino, B.C. – Cool coastal retreats with surf, spas, and sustainability.
- Charlevoix & Eastern Townships, Quebec – Farm-to-table accommodations and rolling river valleys.
Regenerative Travel Leaders
- Scotland – Conservation-forward tourism with companies like Wilderness Scotland.
- Tuscany & Umbria, Italy – Vineyard stays and agritourism estates.
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