While Europe Burns: Scotland Becomes the Ultimate Coolcation Destination

As extreme heat waves shatter records across Europe and parts of England and Wales, Scotland is emerging as a top destination for travelers seeking relief from the scorching temperatures. The growing trend known as "Coolcations"—vacationing in cooler regions—is gaining significant momentum.

Esther and Nick Cochran, who run the "Beside the Loch" B&B in the Glencoe area, told the BBC they have seen a noticeable increase in visitors arriving specifically for the more tolerable temperatures. While guests were initially from France, Italy, and Spain, many are now arriving from within the UK, including the south of England.

The Cochrans have started marketing their property as a "Coolcation" destination, turning Scotland’s notoriously fickle weather into a selling point. Esther recalls guests arriving at the train station and immediately standing in the rain, delighted because they hadn't experienced it for months in the south of England.

Caroline and Christian Grant, who live in the south of England, explained that when temperatures exceed 30 degrees, they are usually stuck indoors. "Here you can return to normality, do things," Christian said. Caroline added, "We get to sleep here under a duvet; it's quite nice."

The shift to "Coolcations" appears to be a lasting trend rather than a passing fad. Chris Greenwood from the Centre for Tourism at Glasgow Caledonian University notes that data for the current year show a surge in flight searches to Scotland and increased international credit card spending. Searches for cooler vacation spots rose by 74% in the first four months of 2025.

Rob Kingsland of the outdoor adventure company "Rugged Coast" in Glencoe believes Scotland's comfortable climate makes it increasingly attractive for outdoor enthusiasts. "We've found that in recent years we're getting more Europeans and North Americans saying they came to the west coast of Scotland precisely because of the moderate climate—not too hot," he said.

Tourism is a vital part of the Scottish economy, contributing about 5% of GDP and supporting roughly a quarter of a million jobs. However, concerns regarding over-tourism are rising, with Edinburgh recently introducing a 5% visitor levy on accommodation.

Greenwood believes there is still room for growth, pointing to areas like Moray, Aberdeenshire, the Scottish Borders, and Dumfries and Galloway as potential beneficiaries. At the same time, Scotland is not immune to global warming, with Met Office data showing a long-term rise in temperatures there as well.

Tudor Davies, a London resident vacationing in Glencoe, noted that while London temperatures often make it difficult to even go outside, Scotland offers a reprieve from such "unbearable heat." Scotland's lochs and mountains have always been a draw, but now, the moderate climate has become a key part of the attraction.