Cooler destinations are drawing tourists — can nature cope?

Tourists are increasingly drawn to cooler destinations, but nature may struggle to cope with the growing numbers, according to a report from the OECD. Georg Sichelschmidt, a Norwegian tour operator, decided not to use a popular hiking trail in Jotunheimen, a mountainous region in southern Norway, due to the presence of nesting eagles.

While right-to-roam laws grant broad access to nature, they also require respect for the environment. Climate change is making cooler destinations more appealing, but it remains unclear how widespread this trend is. Experts warn that northern Norway, particularly Lofoten, could face increased pressure from growing visitor numbers.

The archipelago already hosts over 25,000 people and saw more than 807,000 commercial guest nights in 2025. Hiking trails in Lofoten are already showing signs of damage from foot traffic, with some trails widening to 20 meters due to erosion. While tour operators can help mitigate environmental harm by steering visitors to well-managed trails, destinations will need to decide which areas require greater protection.

Norway is experimenting with a 3% accommodation tax for communities facing high tourism pressure, which could help fund better trails and infrastructure. However, the focus should be on managing visitor numbers and spreading tourism evenly throughout the year, rather than simply attracting more tourists.