Coolcation Trend Drives Surge in UK Tourism Amid Southern Europe Heatwaves

Rising temperatures across southern Europe have sparked a significant shift in holiday trends, with more travellers seeking relief in the cooler cities of the United Kingdom. New research from online travel giant eDreams Odigeo reveals a notable increase in flight searches and bookings to British destinations, as Europeans contend with relentless heatwaves on the continent.

In June, flight searches by Italian holidaymakers for UK trips climbed by 13 per cent compared to the same period last year, while interest from French visitors increased by 10 per cent. Notably, Scotland has emerged as a preferred destination, with Edinburgh recording a 19 per cent rise in searches from Italy and Glasgow seeing a jump of 20 per cent. Searches to other Scottish cities highlight this trend, as Inverness bookings from Italy spiked by 44 per cent and Aberdeen from Spain by 12 per cent.

Data drawn from over 200 million daily travel searches across 44 global markets underscores a dramatic shift over recent years. The enthusiasm for Edinburgh as a summer retreat has soared, with flight searches from Italy up 103 per cent over the last three years. Belfast also displays growing appeal, as searches rose 73 per cent from France, 67 per cent from Italy, 41 per cent from Portugal, and 30 per cent from Spain since 2022.

While heatwaves in southern Europe have pushed temperatures as high as 48 degrees Celsius, Scotland and Northern Ireland remained far cooler, peaking at 32 degrees and 25 degrees, respectively. This climatic difference is a growing draw for tourists aiming to escape extreme weather, fuelling a marked rise in international arrivals to Britain’s temperate cities.

The uptick in visitors is providing a welcome boost to the UK tourism sector. VisitBritain projects that tourist expenditure will exceed £33 billion in 2025, surpassing last year’s figure of £31.5 billion. Pablo Caspers, chief travel officer at eDreams Odigeo, described the data as clear evidence of a new wave in travel preferences, with “coolcations” rapidly gaining ground among both Britons and Europeans eager to evade oppressive summer conditions.

This evolution in travel behaviour is further supported by eDreams Odigeo’s recent survey of 10,000 holidaymakers from multiple countries, with 68 per cent of respondents indicating their willingness to alter travel plans to avoid extreme weather. The increased appetite for cooler climes marks a distinct turn in the global tourism marketplace, positioning the UK as an attractive summer refuge for those eager to exchange blazing heat for breezier city breaks.