by Natasha Lair
Last updated: 7:05 AM ET, Wed April 22, 2026
Climate change is no longer a background consideration. It’s actively reshaping how and where people travel.
The shift away from traditional summer hotspots is accelerating, with new data reinforcing a trend TravelPulse Canada has previously reported: Travellers are actively seeking cooler climates as global temperatures rise.
According to new figures from Trip.com Group, searches for “coolcation” destinations have increased 74% year-over-year since the start of 2026, as travellers look to avoid extreme heat and overcrowding.
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Search volume for cooler destinations jumped 237% between June and August last year compared to the same period in 2024, suggesting demand could spike again this summer.
Europe and Asia Lead the Shift
In Europe, traditionally temperate destinations are seeing renewed interest.
Flight searches to countries including Iceland and Norway are climbing, with Iceland alone seeing an 85% year-over-year increase for summer travel.
In Asia, destinations such as Yunnan province in China and Sapporo, Japan, are also gaining traction, offering milder summer temperatures compared to more traditional hot-weather markets. Searches for flights to Kunming, Yunnan’s capital, are up 44% year-over-year.
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The appeal goes beyond temperature. Travellers are increasingly looking for experiences tied to nature; think fjord cruises, glacier hikes, and high-altitude landscapes.
Glacier View Lodge, Columbia Icefields, Alberta (Photo Credit: Pursuit)
Climate Awareness Driving Decisions
The shift toward cooler destinations is also tied to growing environmental awareness among travellers.
Research cited in the data shows 47% of travellers now prioritize environmental protection, while 38% value cultural heritage preservation when planning trips.
That mindset is translating into behaviour.
Bookings for electric and hybrid car rentals are rising steadily - up more than 10% month-over-month over the past year - while demand for hotels with recognized sustainability certifications has also increased.
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Organizations like the World Wildlife Fund (WWF) are encouraging travellers to make more sustainable choices, including taking fewer, longer trips, choosing lower-emission transport options, and supporting locally rooted experiences.
Kayaking in Senja, Norway (Photo Credit: The Nordics/Pete Oswald)
More Than a Passing Trend
What started as a niche travel preference is quickly becoming a defining shift in global travel patterns.
With global temperatures continuing to climb and extreme heat events becoming more frequent, the industry is seeing a structural change in demand. Travellers are not just reacting to weather in the moment; they’re proactively planning around it.
Traditional sun-and-sand may no longer be the default as cooler, less crowded, and more environmentally conscious itineraries are moving into the spotlight.
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