Sweden Becomes a Summer Refuge as Coolcation Trend Gains Ground

As global heatwaves push summer travelers to reconsider their go-to getaways, coolcations are on the rise—and all eyes are turning north. Choosing milder destinations over blazing heat, more travelers are seeking out temperate escapes, with Sweden and the Nordics fast emerging as a frontrunner for summer 2025.

According to luxury travel network Virtuoso, interest in cooler destinations continues to climb, driven by a surge in demand for outdoor adventure, climate-conscious travel, and wellness-focused getaways. The Nordics in particular have seen a 263% year-over-year increase in bookings for summer 2025. The shift is reinforced by Booking.com's "Nine Predictions for Travel in 2025", which notes that 42% of global travelers now prefer cooler destinations, and 54% plan to increase evening activities to avoid daytime heat.

With its mild temperatures, endless daylight, and abundant outdoor activities in uncrowded landscapes, Sweden is emerging as one of the most desirable destinations for 2025.

Sweden's Summer Allure Matches Climate-Savvy Curiosity

With pristine nature, sustainable experiences, and temperatures rarely breaching the 25°C mark, Sweden offers an appealing mix of calm and adventure. The country's varied landscapes—stretching from sunlit archipelagos to Arctic tundra—are a playground for hikers, cyclists, kayakers and culture-seekers alike. The draw is strong, especially for U.S. travelers.

Sweden Strikes a Chord with American Travelers

In 2024, overnight stays by American visitors to Sweden rose 8% compared to 2023, making the U.S. Sweden's fourth-largest international market, after Germany and neighboring Norway and Denmark, according to Swedish Agency for Economic and Regional Growth. Interest keeps rising and online behavior supports the trend. The Bloom Consulting Google Demand 2024 report shows a 35% increase in Sweden-related searches from U.S. users—the sharpest growth among all international markets, including a notable uptick in flight queries and travel planning during the spring and early summer months.

What's Driving the U.S. Interest in Sweden?

Findings from Visit Sweden's 2024 study reveal that:

• 88% of U.S. travelers find Sweden appealing
• 38% are considering a first-time visit
• 50% are planning to return

Top reasons include:

• Nature: Midnight Sun, Northern Lights, islands and archipelagos, forests and mountains offer prime conditions for hiking, kayaking, and wildlife spotting
• Culture & Heritage: From Viking history and medieval towns to world-class museums and design culture
• Culinary Curiosity: Seasonal, local, and foraged flavors
• Comfort: A cool climate that supports active adventures all day long

For highlights from Sweden's Coolcation Playbook, read here.

For more information visitsweden.com/what-to-do/nature-outdoors/coolcation

Josefin Haraldsson
Head of PR US Visit Sweden
Visit Sweden

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