Destinations such as Wales, Norway, Sapporo and even Inner Mongolia are emerging as holiday hotspots as an unexpected global travel trend gathers pace.

Along with perennial favourites such Iceland and Switzerland, the lower-profile destinations are leading a burgeoning “coolcation” trend.

Global travel agency Trip.com Group said year-on-year searches for such cooler destinations had leapt 74 per cent – and it expects that’s just the tip of the … er … iceberg.

It expects a further jump ahead of the looming northern hemisphere summer, after searches in June to August 2025 jumped a mammoth 237 per cent on the same period in 2024.

Trip.com said content focused on cool summer getaway destinations and tips to beat the heat had also soared on its Trip Moments platform – where travellers can share experiences and seek inspiration. It was up 15.4 per cent in the last northern summer compared to 2024.

Topics such as “escape the heat”, “summer escapes” and “cool summer retreat” were trending as travellers prioritised experiences away from the crowds and sweltering heat, amid climate change concerns.

The colourful village of Tenby in Wales. Photo: Unsplash

The agency, which released its data ahead of Earth Day on Wednesday, attributed the trend to global warming.

“With climate change affecting temperatures worldwide, travellers are adapting their itineraries in favour of temperate destinations that offer a respite from the raging heat, especially during the fiery summer months,” it said.

“Tavellers are starting to recognise the effects of climate change, as more swap the sun and sand for cooler weather and activities, a trend known as ‘coolcations’.”

It noted significant increases in global booking searches for European destinations such as Iceland, Norway, Slovenia, Switzerland and Wales.

“For example, Iceland, where temperatures average 11 degrees in summer, has been growing in appeal as a destination, with global flight booking searches up by 85 per cent year-on-year this summer,” the agency said.

“Tours to Iceland and Norway are growing in demand, as international travellers seek cold weather activities and experiences such as sea-fishing, fjord cruises and glacier hikes.”

Iceland offers stunning landscapes – and summer temperatures of just 11 degrees. Photo: Unsplash

There was also a similar trend in Asia, with cooler destinations such as Inner Mongolia (an autonomous region in northern China) and mountainous regions such as Sapporo in Japan and Yunnan in China drawing more interest from international travellers.

“Yunnan, known for its snow-capped mountains and landscapes, is a popular tourist destination, with comfortable temperatures ranging from 23-25 degrees during the summer months,” Trip.com said.

“Global flight booking searches for its largest city, Kunming, have grown by 44 per cent year-on-year this summer, while package tours offering bundled visits to Kunming, Lijiang, Shangri-La and other scenic locations in the area are also in demand.”

Trip.com said the “coolcation” trend was also a sign that holiday-makers were adapting their plans to fit environmental considerations.

“Research shows that travellers are increasingly concerned with responsible tourism, with 47 per cent prioritising environmental protection and 38 per cent valuing cultural heritage preservation,” it said.

Its latest data showed bookings for electric and hybrid car rentals had risen an average of more than 10 per cent month-on-month over the past year, while bookings for hotels with sustainable labels are also rising.