British holidaymakers are increasingly seeking cooler destinations to escape rising temperatures, with searches for Nordic countries and Southern Hemisphere winter breaks surging this summer. Olivia Palamountain reports

When the UK experienced its first heatwave of 2025 in June, with temperatures soaring above 30C, data from eDreams Odigeo revealed a growing trend towards "coolcations" - holidays specifically chosen for their temperate climates rather than scorching heat.

The travel company's database, which processes over 100 million daily searches across 44 markets, shows UK searches for Sweden have risen 27% year-on-year, whilst Denmark is up 16%, Finland 14%, and Norway 11%.

Northern Spanish cities are also benefiting, with searches for Santander rising 28% and Bilbao up 24%.

The coolest growth has been seen in Northern France, where searches for Rouen have jumped 47% compared to last year.

British travellers are also looking further afield. UK searches for Chile have surged 56% year-on-year, whilst Argentina is up 21% and South Africa has seen a 20% increase. These Southern Hemisphere destinations are currently experiencing winter, providing the perfect antidote to Britain's summer heat.

The trend extends beyond individual cities. Nearly half (49%) of UK millennials have altered travel plans due to extreme weather in the past five years, compared to just 8% of those aged 65 and over, according to market research commissioned by the company.

More than a quarter (29%) of millennials have already changed their travel destinations at least once to reduce the risk of heatwaves, whilst 38% are planning travels around good weather more actively than five years ago.

The data reveals a generational divide in booking flexibility, with 86% of millennials having wanted to change travel plans because of extreme weather, compared to just 10% of 55-64 year olds.

However, flexibility comes at a cost. Nearly a third (31%) of all respondents reported that when they wanted to make changes to their booking, they weren't allowed and lost money.

The coolcation trend isn't limited to British travellers. European searches for northern Spanish city Oviedo have risen 295% from Italy and 143% from France since 2022, whilst Edinburgh has seen a 103% increase in searches from Italy.

Pablo Caspers, chief travel officer at eDreams Odigeo, says: "Weather is becoming an increasingly prominent factor in travel decisions. We are observing a growing trend among Brits and European travellers seeking 'coolcations' – destinations that offer comfort and an escape from the intense summer heat."

He adds: "Additionally, our market research reveals that millennials are particularly influenced by weather when planning their holidays, and they are truly prioritising the ability to adapt travel plans to different scenarios. This evolving mindset underscores the growing demand for flexible travel solutions."

Despite the shift towards cooler climates, traditional European hotspots with warm summers continue to dominate as the most popular choice for UK holidaymakers, with cities such as Málaga, Barcelona, Tirana and Faro remaining among the top 20 destinations for this summer.