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What’s the Trend? For many people, summer holidays traditionally meant chasing the sun, revelling in the heat, and basking on sandy beaches. However, with recent years bringing intense, record-breaking temperatures, there’s a shift in travel preferences. Many are now opting for “coolcations” in temperate destinations, which also have the advantage of being less crowded.

Listed as a top trend in 2024 by Conde Naste , this trend allows for the exploration of the rich culture of Helsinki to enjoying Estonia’s lush forests and Poland’s beautiful long sandy Baltic beaches, there’s something for everyone. Why Will It Matter in 2024? With 2023 officially the hottest year on record, travellers are reconsidering trips to traditional hotspots like the South of France and Sicily, especially during peak heatwave seasons in July and August. A survey by luxe travel network Virtuoso found that 82% of its clients are considering destinations with more moderate weather in 2024.



Intrepid Travel highlights the rising popularity of destinations such as Iceland, Finland, Scotland, and Latvia. “We’re seeing an increase in those holidaying further north,” says Andrea Godfrey of Regent Holidays. “Scandinavia and the Baltics offer a more pared-back style of holiday but have lovely beaches, forests, and lakes for both relaxation and adventure activities.

” Cooler temperatures are particularly well-suited for family travel. Top Coolcation Destinations Oslo, Norway Oslo is an idea.

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