Searches for cooler holiday destinations have increased by 74% in the first four months of 2025, as travelers seek to escape rising temperatures and find less crowded experiences, according to travel agency trip.com. This trend has led to a surge in "coolcations," with Scotland emerging as a prime destination.
Rob Kingsland, from the outdoor adventure company Rugged Coast in Glencoe, has observed a growing number of European and North American visitors specifically choosing Scotland for its milder climate. "They can do activities, they can put on a sweatshirt, not have the air conditioning on," Kingsland stated, highlighting the appeal of comfortable weather for outdoor pursuits. He added that visitors are attracted to the West coast of Scotland for its mild temperatures, with "a little bit of rain, not too hot."
Scottish weather, once a common subject of jokes, is now a draw for tourists, with many heading north from other parts of the UK to find respite from the heat. The country's cooler climate is making it increasingly attractive for holidaymakers looking to enjoy outdoor activities without the discomfort of extreme heat.
Businesses catering to outdoor tourism are reporting increased interest. The appeal lies in the ability to engage in activities like kayaking or hiking while wearing comfortable clothing, rather than seeking refuge from the heat indoors. This shift in travel preferences indicates a growing awareness and prioritization of climate comfort among travelers.