The travel industry is witnessing a rising interest in cooler destinations, driven by high temperatures in the southern Mediterranean region. As climate preferences shift, Nordic and Baltic countries are seeing a surge in tourist numbers. This trend presents significant opportunities for tour operators and destinations to capitalise on the changing preferences of travellers. The topic, however, requires careful handling and strategic planning.
The tourism sector is experiencing a notable shift, with increasing numbers of travellers gravitating towards cooler climates. High temperatures in the southern Mediterranean have catalysed interest in destinations such as the Nordic and Baltic countries. Andy Fairburn, founding director of the Nordic Tourism Collective, highlighted this trend as an opportunity for less traditional destinations to gain prominence.
Fairburn remarked, “There’s an opportunity for many tour operators and destinations,” signifying a potential growth avenue for these cooler locales. However, he also noted the sensitivity surrounding this topic, stressing the importance of careful planning to avoid potential issues. “We can’t ride on the back of climate change being a good thing,” Fairburn warned, advocating for precise messaging in promoting these destinations.
Adding another perspective, Jane McFadzean, senior director of global sustainability and ESG at Trip.com Group, acknowledged the rising interest in Norway and Iceland. She attributed the trend partly to the preferences of Gen Z, who are increasingly drawn to wellness activities offered in these regions.
Claire Hanney, managing director of travel experiences at The Travel Corporation, observed a growing popularity for travel during the cooler months, specifically April and October. This period coincides with increased interest in natural phenomena like the Northern Lights, and the pursuit of active, nature-based travel experiences.
The discussions at the ‘A World for Travel’ conference in Seville reinforced the importance of promoting travel in these shoulder seasons. Panellists, including McFadzean, emphasised on embedding sustainable travel options into AI tools and itinerary planners, aiming to extend tourist seasons in a balanced manner.
The inevitable rise in demand for cooler destinations necessitates strategic planning and careful communication to ensure sustainable growth in the travel industry.