14/08/2026

FRIDAY | AUG 14, 2026

FOLLOW

ON INSTAGRAM Malaysian Paper

22

LYFE

@thesundaily

E UROPEAN holidaymakers worn down by recurrent heatwaves are currently snubbing Mediterranean destinations for northern climes in hopes of cooler temperatures, but it remains to be seen whether it is just a fad or a durable shift in the tourism market. With temperatures in the European summer regularly climbing up towards 40°C, cool has become cool. This year, visitors “have been telling me that they have escaped the heat in southern parts of Europe,” said Terje Viblom Pedersen, a guide who offers tours in southeastern Sweden. “They are just amazed” by the daytime high temperatures under 30°C and sea breezes, as well as the lack of crowds compared to tourist hotspots in southern Europe. Two French tourists, Daniel and Florence Gastaldi, joined Pedersen for a tour of Stockholm’s Old Town. “It’s good to have escaped the heatwave. We’re happy to have found cooler temperatures,” said the recently retired couple from the southern French city of Marseille. The concept of “coolcations” – vacations in a cooler clime – has been gathering pace in recent years and appears to have exploded in 2026. On the French version of Hotels.com, searches for rooms in the Danish capital of Copenhagen have jumped by 246% since the first heatwave struck France in May. Those for Dublin in Ireland have risen by 151%. The trend is not limited to France.

LYFE

Will heatwaves push European holidaymakers to ‘coolcations’?

o Travellers flock to Denmark, Norway, Finland, Sweden Jonna Robertson, a trip adviser at New York-based Fora Travel, said she had observed the phenomenon in the US, which has also seen its share of sweltering weather. “Oslo has seen booking growth of 154% year-over-year, Helsinki 124%... Those numbers tell me that travellers are actively looking beyond the traditional summer hotspots,” said the expert and founder of Coolcation Adventures. In France, industry experts say they have seen growing popularity of mountain resorts during the summer. “That’s because at higher altitudes there is a clear drop in temperatures in the evening and during the night, which makes the stays much more liveable,” said Jean-Pascal Chopard, head of the tourism body for the mountainous Jura region.

Copenhagen, Denmark, is emerging as a popular tourist spot for people escaping the heatwaves. – 123RFPIC

and watch salesman in the nearby winemaking capital of Bordeaux. A massive fire across the Arcachon Bay started on July 22, forcing 220 people to flee their homes to safety. The fire went on to incinerate some 42,000ha of pine forest along the Atlantic coastline, destroying some 240 homes in its wake. In Arcachon, Daufresne and others did not have to evacuate. “What was impressive was seeing the seafront boulevard completely empty. No cars, no passersby, nothing. “Now, there’s a bit of traffic again,” he added, smiling. Luisa Nogues and Rosa Pinto, two sisters aged 61 and 66, said they had just arrived on holiday when the fire started. “It was horrible. It didn’t feel like a holiday at all anymore,” said Nogues. But, said her sister, now “you can feel things coming back to life a little. People are less hunched over”. The South remains popular But will this current enthusiasm actually change the geography of international tourism? Travellers’ choices depend on a whole range of different factors, not least pricing, experts point out. And southern Europe, which is traditionally cheaper than the north, remains at the top of the most popular destinations. “All European countries have recorded an increase in tourist arrivals and there is no discernible trend linked to the heat. “Temperature is one aspect people take into account when they go on vacation. “But there are many other elements. Italy is not Denmark in

infrastructures. Indeed, visitor numbers continue to demonstrate the importance of warm countries. Greece, for example, had its best year ever in terms of visitor numbers last year, as did Spain. In Spain, spending by domestic and foreign tourists has already risen by more than 8% in the second quarter of 2026, according to data published recently by Exceltur, an organisation that brings together the main Spanish tourism companies. Fora’s Robertson, for her part, is counting on a seasonal redistribution, with trips to hotter countries taking place in spring or autumn, in order to avoid overtourism and exhausting temperatures.

terms of culture, environment, prices. All of that means people don’t easily change destinations when they have a favourite,” Swedish professor Stefan Gossling, a tourism specialist, told AFP. Norway’s tourism promotion agency agreed. “Our recent visitor surveys show that around one in five foreign tourists considers cooler summer temperatures to be one of the reasons for choosing Norway. “(Nevertheless), climate is only one of many factors that influence travel decisions,” it argued. Security, nature, accessibility, air connections and exchange rates also play a role. Furthermore, Mediterranean countries have very extensive tourism

People sit on the beach in Biscarosse, France, as a cloud of smoke rises into the sky from a wildfire. – AFPPIC

Tourists slowly return to French bay opposite huge wildfire

THE sun shone bright on a southwestern French beach as some holidaymakers returned after a massive wildfire ripped through nearby pine forests for more than a week. A few people strolled along the seafront and colourful parasols dotted the sandy beach in the

town of Arcachon. Julien Daufresne, 42, was delighted to see tourists after firefighters this weekend gained the upper hand over France’s largest wildfire since 1949. “It’s good to see people again,” said Daufresne, who lives in Arcachon but works as a jewellery

A Ukrainian firefighter aids in the fight against France’s ongoing wildfires.

‘Going to be positive’ Joaquim Fajarnes, an ice cream parlour owner, said the fire had seriously hurt his business. “It hasn’t really picked up yet,” said the businessman, who also owns two souvenir shops – one in town and another near Europe’s tallest sand dune, the Dune du Pilat, a short

drive away. But “we’re going to be positive”, he said, after Prime Minister Sebastien Lecornu recently urged holidaymakers to show solidarity and return to the area. Tourism generates 7% of the wider Gironde region’s GDP, and employs 40,000 people, according to the local authorities. – AFP

A woman walks alongside her dog in front of a forest partially burned following a wildfire in Andernos-les-Bains. – PICS FROM AFP