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By Tomahawk general manager Renee Goodsell
When most people think of summer holidays, they imagine sun-drenched countries like Hawaii, Spain, or Greece. But with rising global temperatures, these destinations are becoming less appealing to travellers looking for a comfortable getaway. Enter the coolcation—a growing travel trend that favours cooler, temperate destinations over traditional summer hotspots… and less crowds.
What is a Coolcation?
A coolcation is a holiday in a destination with a cooler climate, offering respite from extreme summer heat. Coined by Condé Nast Traveler in late 2023, the term has quickly gained traction. In fact, a survey by Virtuoso, a network of luxury travel advisors, found that 82 per cent of their clients expressed interest in coolcations for 2024, with bookings to Scandinavian countries surging by more than 25 per cent.
Rather than enduring scorching temperatures, coolcation travellers enjoy temperate climates while exploring less crowded and often more unique destinations. The 2024 trend included kayaking through Norway’s fjords, soaking in Icelandic hot springs, or hiking the Scottish Highlands—experiences steeped in tranquility and natural beauty. That’s where New Zealand comes in – the country has all of these same activities and landscapes that can be enjoyed in autumn, winter and spring.
Why are Coolcations so popular?
The appeal of coolcations lies in their many benefits:
Beating the Heat – With 2024 recorded as the hottest year yet, traditional summer hotspots like Italy, France, and Greece are increasingly subject to heatwaves, making them less desirable. Travellers are instead seeking destinations that offer a mild climate while still providing the joys of outdoor activities and al fresco dining.
Avoiding the Crowds? – Overtourism has become a significant concern in many popular destinations, leading to overcrowded attractions, environmental damage, and inflated prices. Coolcation travellers enjoy quieter, more authentic experiences, often finding better value for their money.
Discovering New Adventures – Coolcations encourage exploration of lesser-known destinations. Experiencing New Zealand’s off-season magic, offers unique, memorable experiences that go beyond the ordinary.
Why Coolcations are a win for New Zealand tourism
For New Zealand, the rise of coolcations represents an exciting opportunity. Northern Hemisphere travellers planning their 2025 holidays will look to escape the heat and crowds, making New Zealand’s off-peak seasons – autumn, winter, and spring – an ideal choice.
Tourism New Zealand’s strategy to grow off-peak tourism aligns perfectly with this trend. By promoting the country’s cooler months, businesses can work alongside TNZ to attract visitors seeking comfort, space, and unique experiences.
Five Ways to Position Your Tourism Business for Coolcations
Here’s how tourism operators can tap into this market:
- Highlight seasonal benefits
Emphasise New Zealand’s cooler seasons as a refreshing alternative. Showcase:
Mild Climate: Crisp air, scenic landscapes, and the absence of heatwaves.
Exclusive Experiences: Uncrowded attractions and serene outdoor adventures.
Seasonal Activities: Whale watching, stargazing, wine tours, and skiing.
Local Events: Promote autumn and winter festivals to give visitors a reason to travel.
- Create engaging content for the cooler months
Tailor your marketing materials to highlight off-peak experiences:
Use the Coolcation term plus other keywords that relate in articles, blogs and posts.
Partner with influencers to share authentic coolcation experiences.
Encourage user-generated content through contests and hashtags.
Create content using professional images and videos from your Regional Tourism Organisation.
- Drive awareness with digital marketing
Capture the attention of Northern Hemisphere travellers online:
Use Google and Meta Ads targeting heatwave-prone regions.
Create content on your webslite like blog articles and special landing pages so your website ranks for terms like “New Zealand cool getaways” and “escape the summer heat”.
Run social media campaigns featuring ‘cool’ images of accommodation, scenic landscapes, and unique activities that are taken.
- Showcase unique cultural and wellness experiences
Stand out by showcasing relevant attractions for your area with year-round appeal:
Māori Culture: Promote Matariki events, performances, and cultural tours.
Local Cuisine: Collaborate with restaurants to feature seasonal dishes, farm-to-table dining and wine tastings.
Health and Wellness: Market spa retreats, yoga sessions, and other rejuvenating activities.
- Promote sustainability
Modern travellers value eco-conscious options. Position your business as environmentally friendly by:
Highlighting sustainable practices and eco-certified credentials.
Promoting nature-based activities like conservation tours and stargazing.
Partnering with initiatives such as tree planting or wildlife preservation.
2025: The Year of Coolcations
Coolcations offer a refreshing escape from the heat and crowds of traditional summer travel. For New Zealand tourism businesses, this trend presents an opportunity to drive off-peak bookings while offering travellers unique, sustainable, and memorable experiences.
By adopting tailored marketing strategies and highlighting what makes New Zealand special, you can make your business a top choice for coolcation travellers.
