Scottish Highlands benefiting from 'coolcation' trend
Scotland and other northern European nations are seeing more tourists as people avoid the heat.
The Scottish Highlands are becoming an increasingly popular destination for those seeking a cooler climate amid rising temperatures across Europe. James MacLeod, concierge at the Glencoe House Hotel, notes that visitors are no longer concerned with the region's typical weather quirks like midges and rain, as they simply appreciate the cooler temperatures.
Climate change is reshaping Europe's summer tourism landscape, as wildfires, droughts, and extreme heatwaves make southern European destinations less appealing. Northern European nations, including Scotland, are capitalizing on this trend by marketing themselves as "coolcation" getaways. Visitor numbers to the northern European subregion, which includes the UK, have increased by 10% year-over-year so far in 2026.
Searches for cooler holiday destinations have surged by 74% compared to the same period in 2025, with searches for "coolcation" rising more than four-fold. In the UK, the Scottish Highlands have seen a surge in interest, with Cottages.com reporting that its Scottish portfolio is the most viewed this summer. The National Trust for Scotland has expanded parking areas and introduced a park-and-ride system to manage the influx of tourists, while Edinburgh introduced a tourist tax to help manage the city's popularity.
However, Scotland has also faced challenges due to drier weather, including wildfires and unreliable winter snow conditions.
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