Tromsø, Norway
For many, the term “vacation” is paired with warm weather, beaches, water, and sun. This is especially true for those of us who live in an area with four seasons – one of which can tend to feel long and frigid. However, a new kind of tourism is coming into play that is actually the inverse. This new vacation concept is known as a “coolcation” and involves people fleeing their hot climates in search of a cool reprieve. Norway has become one such haven as a desirable, refreshing location.
As temperatures rise in parts of Southern Europe, Norway has seen an increase in tourists to places such as Tromsø, Norway. Two tourist women from India, planned a trip to Sommarøy to get away from their “scorching hot” country. They describe their stay: “The weather is incredible, it’s wonderful for us. It’s a good feeling.”
These two tourists from India are an example of a larger conclusion that was drawn from Norwegian tourism last year by Statistics Norway. The statistic also supports the theory that there is more interest in “holiday-ing” in cooler countries. Norway saw a record year in tourism, both foreign and local, last year. They saw an influx in tourists from countries that haven’t historically been to Norway much before, Spain and India being two examples.
The “coolcation” trend going into 2025 is said to be driven mainly by two groups: baby boomers and first-time travelers between 18 and 35. These are groups that are driven by financial opportunity and the desire for experiences, for the latter group. It is also important to note that the “hot zones” aren’t necessarily losing tourists, but the tourist season seems to be shifting to different months.
It will be interesting to follow the trend in the coming years and see how economic opportunities shift in the various destinations. Sons of Norway members didn’t need excuse to travel to Norway before seeing all of this, but it doesn’t hurt to add one more reason to the list.
In May 2026, Sons of Norway will host a trip called Norway’s Spirit Tour: Beauty, Culture & History. Find out more about the itinerary and go on your own “coolcation,” by visiting: https://www.bortonoverseas.com/tour/norway_spirit_tour/