For many Britons, holidays evoke images of sun-soaked escapes: canoeing along Croatia’s blue waters, lounging on the beaches of southern France, or exploring ancient ruins under the Mediterranean sun in Greece. These summer rituals have long defined the European travel calendar.

Yet, as record-breaking heatwaves intensify and peak-season costs rise, a shift is emerging. More UK travellers are trading beach breaks for off-season retreats known as “coolcations”. This growing trend favours cooler destinations during shoulder months, offering relief from extreme heat and inflated prices.

Sarah Findlay, travel expert at Total Travel Protection, explained: “Coolcations offer a chance for travellers to explore cooler climate destinations, in times of the year we don’t usually associate with holidays. Not only are destinations often cheaper during these off-peak times, they provide a completely different experience from our typical summer breaks. They enable us to connect with nature and each other during the time of year we often spend cooped up at home.”

Data from Total Travel Protection shows a surge in demand for cooler destinations since 2022, with Japan, Denmark, and Norway topping the list among British travellers. This trend aligns with findings from the Japan National Tourism Organisation (JNTO) and Statista.

Key statistics

• Japan welcomed 36.9 million visitors in 2024, surpassing pre-pandemic highs by 16%, up from 13.4 million in 2014.
• August 2025 saw 3.43 million arrivals in Japan, a 16.9% increase from the previous year.
• Denmark recorded 34.3 million international overnight stays in 2024, a 2% rise from 2023.
• Norway attracted 5.6 million visitors in 2024, with forecasts projecting 6.2 million by the end of 2025.

These numbers reflect a shift toward northern escapes, driven by Britons seeking mild weather and sustainable travel options. UN Tourism reported that global arrivals reached 1.4 billion in 2024, or 99% of 2019 levels, with Nordic and Asian destinations gaining popularity for their environmental appeal.

Commenting on this growth, Sarah said: “The rising number of tourists to these cooler destinations aligns with the coolcation trend of Brits wanting to explore cooler climate destinations. More specifically, we’ve seen the travel industry in Japan continue to thrive over the past few years, with tourists flocking to experience cherry blossom season, skiing, and the unique culture and food. However, with new limits for daily visitors to popular sites, including Mount Fuji, and a new tourist tax, the tourist boom may be set to ease.”

In Yamanashi Prefecture, home to Mount Fuji’s most popular trails, authorities introduced a daily climber cap of 4,000 and a ¥2,000 (£10) fee in 2024 to reduce congestion and litter. For 2025, the fee increases to ¥4,000 (£21), with mandatory online booking and a safety test to protect the mountain’s UNESCO status. Shizuoka Prefecture, which shares the mountain, has yet to adopt similar measures but is expected to follow suit.

Mental and physical benefits of coolcations

Beyond affordability, coolcations may offer significant health benefits. Dr Crystal Wyllie, GP at Asda Online Doctor, explained: “Cold exposure can cause the prolonged release of dopamine, which works to elevate our moods and enhance focus. Being in nature can also have a calming effect, helping to reduce stress and anxiety. Cooler environments can help your body regulate its temperature better, whereas travelling in hotter weather makes it harder to keep your core temperature down, increasing the risk of dehydration and heat exhaustion. Exposure to cold weather can help with inflammation, decreasing blood flow to the affected area and therefore reducing swelling and pain. Moderate cold exposure can also boost the production of white blood cells, helping your immune system protect against infection. For people with long-term illnesses like heart or lung conditions, kidney disease, diabetes, and dementia, it can be beneficial to avoid holiday destinations with extreme heat as the risk of heat exhaustion, and therefore heatstroke, is increased.”

Studies show cold-water immersion increases dopamine by up to 250% and norepinephrine by 530%, promoting mood improvement and stress relief. Exposure to moderate cold also stimulates white blood cell activity, strengthening the immune system, while offering anti-inflammatory benefits that aid recovery after exercise.

But Dr Wyllie warned: “It’s important for people with hypertension, heart failure, or coronary artery disease to exercise caution in colder weather as it can cause your blood vessels to narrow, also called vasoconstriction.” The British Heart Foundation similarly advises dressing warmly and monitoring symptoms during exposure to cold.

Popular coolcation destinations and affordable alternatives

Popular coolcation basic costs

A five-day stay in leading coolcation hubs can exceed £280 per day on four-star lodging and meals, reaching £1,415 excluding flights. However, budget-conscious travellers can find similar experiences for much less.

Budget-friendly alternatives

These figures, drawn from 2025 data by Trivago and Numbeo, show that Tokyo’s hotel rates rose 12% year-on-year, while Kathmandu remains among the cheapest global destinations. Nepal’s Thamel district mirrors Japan’s cultural vibrancy at a fraction of the cost, Krakow offers Denmark’s historic charm affordably, and Tallinn delivers Norway’s scenic appeal in a compact, walkable setting.

Sarah added: “While it might be tempting to skip added costs such as travel insurance, I recommend anyone booking a coolcation look into and take out travel insurance. Problems can occur on all holidays, so it’s important you are protected.”