So-called "coolcations" are gaining popularity across Europe, with almost a third of the continent's travellers seeking cooler holiday destinations, according to a report by the European Travel Commission. Around 80% of Europeans also say they are changing their travel habits because of climate change.
"If we look at the regions most affected by heatwaves, it is undoubtedly southern Europe – countries such as Italy, Spain and France, where temperatures often become difficult to endure," said Milda Plepytė-Rainienė, head of the Lithuanian Tourism Association.
Foreign visitors looking for cooler climates are choosing not only Scandinavia. Lithuania has also been included among Europe's emerging "coolcation" destinations.
"Israeli travellers, for example, have been coming to Lithuania for several years specifically to escape the summer heat at home," said Olga Gončarova, head of Lithuania Travel, the country's tourism promotion agency.
"This is a very promising opportunity for the future. Lithuania should assess how best to take advantage of this trend and make the most of the tourism budget available to us," Plepytė-Rainienė said.
