SAS Trends: Scandinavian Coolcation

June 10, 2025

An increasing number of Southern European tourists are now turning to the cool embrace of the Scandinavian summer.

While the “coolcation” trend has been discussed for several years, new data suggests it’s more relevant than ever. According to the latest annual report from the European Travel Commission (ETC), a growing share of Europeans are rethinking their travel plans in response to climate change. In fact, 28 percent now say they actively seek out destinations with milder temperatures and a reduced risk of extreme heat. 

SAS booking data for summer 2025 confirms the trend: travel from Southern Europe to Scandinavia is on the rise. Compared to last year, bookings from Spain, Italy, and France to cooler destinations such as Umeå and Luleå—both located in northern Sweden—have surged by 50 to 60 percent, representing an increase of more than 5,000 passengers. 

It’s not just bookings that are on the rise; search activity tells the same story. On SAS’ website, flight searches from France to Scandinavia between May and August have jumped by 46 percent compared to last year, with a 28 percent increase from Spain. But the trend becomes even more striking when looking at specific routes. Searches for flights from Rome to Gothenburg have soared by an astonishing 507 percent, while interest in travel from Bologna to Stockholm is up 412 percent. Scandinavia is emerging as a cool, green, and refreshing alternative to the intense heat of Southern Europe and that appeal is evident even before tickets are booked.