The trend is sweeping the globe as discerning travelers seek destinations that combine moderate temperatures, natural beauty and unparalleled luxury
Aug 14, 2024
The data suggests that this isn’t just a trendy buzzword to generate interest. According to a survey conducted by luxury travel company Virtuoso, 82% of travelers planning to travel this summer are either considering or actively seeking destinations with cooler climates.
Key takeaways
- Virtuoso’s statistics show a significant 27% increase in bookings to Scandinavia, along with a 47% increase in bookings to Sweden and a 49% increase in bookings to Iceland.
- “While travelers remain eager to visit Europe this summer, they are bypassing traditional hotspots in favor of cooler northern regions,” Virtuoso said in its report.
- “Although perennial favorites like Italy saw a modest 3% increase in bookings compared to last summer – a continuation of its growing popularity in recent years – Scandinavia is currently in the spotlight, experiencing a notable 27% increase in bookings.”
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