Coolcations Are Taking Over! Is Southern Europe Doomed?

Order Your Climate Clean Your Room!

Well now isn't this something? Seems like the great vacation migration is upon us. People are abandoning the sun baked shores of Southern Europe like rats fleeing a sinking ship. And where are they going you ask? North! To the lands of Vikings stoicism and dare I say *responsibility*. It appears the Mediterranean once a beacon of leisure is now just… too hot to handle. It's like trying to find meaning in a postmodern novel – utterly exhausting!

The Mediterranean's Midlife Crisis

Intrepid Travel CEO James Thornton says that for a couple of years after the pandemic everyone ran back to the Mediterranean to Italy to Greece to Spain because they hadn't had the opportunity for a couple of years. He says it was crowded and expensive. Now people want to travel in the peak of summer in July and August to what would traditionally be cooler northern European destinations. You see the Mediterranean is realizing that life isn't just sun sand and sangria. There's also the existential dread of being swarmed by tourists. It's a bit like realizing your purpose in life isn't just to be a doormat. You have to stand up straight bucko! Clean your room!

Boomers Gone Wild (in a Sensible Sweater)

And who's leading this exodus? Baby boomers of course! Those magnificent creatures in their 50s and 60s finally free from the shackles of mortgages and progeny are seeking… *adventure*. But not the kind that involves bungee jumping or skydiving. No they're opting for the milder thrills of Scandinavian fjords and Estonian forests. It's the responsible midlife crisis if you will. Instead of a sports car they're buying a plane ticket to Reykjavik. Good for them. They earned it.

Young Turks and the Flight from Reality

And then there are the young'uns the first time travelers. Driven by the pursuit of 'experiences over possessions,' they're ditching the dream of home ownership for a selfie in front of a glacier. Can't say I blame them really. A house is just a box after all. A very expensive soul crushing box. An experience on the other hand is a… well an experience! And you can Instagram it. That has to count for something right?

The Climate Change Specter: Chaos and Order

Jenny Southan CEO of Globetrender says that coolcation trend will intensify as the effects of climate change worsen and become more unpredictable. Well well well. Seems like our old friend climate change is meddling in the travel industry now. And who would've thought? The very real consequences of not cleaning your room (metaphorically speaking of course) are starting to rear their ugly heads. Extreme heat wildfires the general sense of impending doom – it's enough to drive anyone to seek refuge in a cooler latitude. You either adapt or perish as they say.

Estonia: The New Promised Land?

Estonia's Tourist Board says it certainly welcomes a growing desire among holidaymakers to pursue cooler climes. Estonia is standing at the ready! Luring weary travelers with promises of hiking and outdoor adventures. No they don't expect a mass movement of sunbathers thank goodness. They want the kind of folks who appreciate a good hike and a strong cup of coffee. People who are ready to face the chaos of life armed with a map and a compass. And maybe a very warm coat.