Kathy Pafunda is reading books and perusing maps to plan a Norway getaway next summer, following visits over the last two years to cool-weather destinations Alaska, Utah, Minnesota and Iceland . “We like to escape during the summer months, especially when going outside feels like taking an unpleasant bath,” said the retired 69-year-old audiologist, who lives in Tampa. “ Florida is hideous right now.
” Wildfires and heat waves this summer have pushed more travelers to take “coolcations” , as the industry has started calling them, to northern Europe and Alaska to beat the heat. The world’s hottest day on record was 22 July, and some scientists say 2024 could surpass 2023 as the hottest year. Travel companies have noticed.
Cruise operators, hotel companies and airlines are adding trips and accommodations to meet rising demand for temperate destinations. Norwegian Air said in July it has established 10 new routes between northern Norway and European cities. “We are enthusiastic about the growing interest in northern destinations from Europe,” said Geir Karlsen, Norwegian Air CEO on a quarterly call.
Norwegian Cruise Line Holdings announced in July 13 new itineraries aboard six ships across Alaska, Canada and New England for summer 2026. Royal Caribbean Group said on a quarterly call that it increased its Alaska capacity this summer. “The impact of climate on the travel industry is very gradual as opposed to causing a company to make a major shift,” said Truis.