Coolcation: The new holiday trend is spending them in the cool

The new holiday trend is called "coolcation" : choosing a summer destination primarily because it's cooler, rather than necessarily seeking sea and heat. The very recent English term is formed by merging " cool " and " vacation ." Dictionaries classify it as a portmanteau of these two words.

In Italy the signs are quite concrete:

• The summer mountain is growing rapidly: for summer 2026 JFC estimates 7,8 million arrivals in the mountain and Apennine areas, + 14,4 % compared to the previous year, with over 79 million visitors.
• At the beginning of July the percentage of Italians who indicated Mountains/Apennines as the main holiday destination rose to 19,1%, also due to the so-called “heat escape effect”.
• The same phenomenon can be seen at European level too: research for “alpine summer” in the UK they increased by 82% in one year.
• The Italian Touring Club also notes that in 2026 the mountain has surpassed the cities of art in your community's preferences.

Quite a few, especially if by “cool” we mean mountains, hills, lakes, or destinations with mild summer climates.

• • More physical comfort: Cooler temperatures make walking, cultural visits, excursions and outdoor activities more pleasant.
  • Better sleep: Sleeping in cooler nighttime temperatures can be much more comfortable than tropical nights in cities or coastal resorts.
  • Less exposure to extreme heat: For those who particularly suffer from high temperatures, avoiding the hottest hours and periods can make the holiday much less tiring.
  • More activity, less "beach life": The cool climate favors trekking, cycling, walking, climbing, visits to villages and other activities that become difficult at 35–40 °C.
  • Nature and landscapes: Forests, lakes, valleys and mountains offer a different type of experience from the classic seaside holiday.
  • Possibilities to avoid the crowds: Some cooler destinations—especially lesser-known ones—can be an alternative to the more congested seaside resorts in August.
  • Psychological well-being: Being in nature and doing moderate physical activity can help you recover from stress, although of course this isn't exclusive to cool holidays.
  • A more “active” holiday: The climate often allows you to spend a large part of the day outdoors without having to plan everything around the hottest hours.

There's also a particularly interesting advantage: the cool air extends the tourist season . A mountain resort that thrives on skiing in winter can become a summer destination for hiking, cycling, lakes, and nature. In this sense, a coolcation isn't just an escape from the heat: it's also a different way to experience summer.

Read also:

• Summer holidays: when a last-minute package is best
• Safe summer holidays