Europe’s climate crisis provides a new opportunity for Scottish tourism.
According to the European Travel Commission, an increasing number of travellers are altering their behaviours in response to the ongoing climate crisis. This statistic is reflected in a growing holiday trend, where tourists are eschewing intense heat by opting for milder getaways. These cool-weather vacations – ‘coolcations’ – have risen in popularity as Mediterranean temperatures reach extreme heights.
Research conducted by Ingham’s Walking revealed that online searches for the term have grown by 3,500% since 2024, with increasing interest in regions such as the Baltic countries and the British Isles. Some businesses have seized this opportunity, employing the term as a marketing tool, others are uncertain about its viability.
In Scotland, the ‘coolcation’ phenomenon has travellers looking beyond the Central Belt in search of rural escapes. It appears that for ‘coolcationers’, historic cities and bustling streets don’t offer the same appeal as the expansive landscapes of the Highlands and Islands. Similar tendencies are being seen across the North Sea, where Arctic destinations in the Nordic countries are drawing more attention.
Tourism in the Highlands and Islands is not new, however, and the industry forms massive parts of many local economies. In some of the more remote communities, it contributes up to 20% more to the GDP than the national average. This economic activity is expected to increase further as holidays continue to migrate northwards. Several Scottish havens have been listed as some of Europe’s fastest-rising destinations, including Glen Coe, which received a 33.64% rise in travel interest over 2024.
So it seems that ‘coolcations’ could provide a welcome boost to the economy overall, but the development of climate-motivated tourism presents certain challenges, raising a broader question: is Scotland prepared for the reshaping of European tourism?
One issue is infrastructure, a concern which has persisted for years. High traffic on popular roads like the North Coast 500 and visitor influxes from cruise liners have caused a variety of problems for residents across the Highlands and Islands. Emergency services and public amenities have been strained as communities struggle to accommodate tourist numbers. The Isle of Skye sometimes receives up to three high-capacity passenger ships over a single weekend, when its population stands at just over 10,000. Many regions have also suffered from a surge in short-term rentals, which drive up housing prices and raise the cost-of-living.
The environmental impact is equally concerning. Despite the eco-conscious tendencies of ‘coolcationers’, many of Scotland’s ecosystems are already fragile. Lochs have seen spikes in bacterial growth and sewage, while terrain faces deterioration from roadside erosion, woodland pollution, and devastating wildfires. The very features people travel to see are at risk.
VisitScotland, Scotland’s national tourism organisation, has offered guidelines for both businesses and visitors in their efforts towards sustainability. Businesses have been advised to promote extended stays, off-season visits, and local experiences through discounts, packages, and itineraries. Visitors are encouraged to travel with public transport, stay local, and plan their holidays for quieter times of the year. Yet, this advice is being given alongside VisitScotland’s promotion of vulnerable destinations and destructive activities. For example, the organisation has continuously marketed Scotland as being the ‘home of golf’, supporting luxury golf courses despite their ecological impact, disturbing the balance between economics and environment.
Each year it becomes clearer that countries must adapt to global heating. For Scotland, not only does this require preparation for higher temperatures and changing weather patterns, but the evolving behaviours of European travellers.
‘Coolcations’ and climate-motivated holidays thus provide both an opportunity and a threat. If Scotland is to benefit economically from this shift sustainably, it must ensure that it protects the communities and landscapes which enchant people across the globe.
