Lithuania Positioned as Emerging 'Coolcation' Destination Amid European Heat Waves
A European Travel Commission report indicates that nearly one third of European travelers now seek cooler holiday destinations, and Lithuania is promoting itself as a viable option for tourists escaping southern heat.
Lithuania is increasingly being recognized as one of the emerging 'coolcation' destinations in Europe, according to the European Travel Commission. About 80% of Europeans are changing their travel habits due to climate change, and almost a third of travelers prefer cooler locations for their holidays.
Milda Plepytė-Rainienė, head of the Lithuanian Tourism Association, highlighted that southern Europe – Italy, Spain, and France – is most affected by heatwaves, with temperatures often becoming unbearable. In this context, Lithuania stands out as a new 'coolcation' country. For example, Israeli travelers have been choosing Lithuania for several years to escape the summer heat, said Olga Gončarova, head of Lithuania Travel, the country's tourism promotion agency.
Lithuanians themselves are increasingly opting for northern destinations. According to Rimvydas Širvinskas, head of tour operator Makalius, such travelers represent about 20% of the market, but their numbers have doubled in four years. Norway is particularly popular, along with Sweden, Finland, and Denmark. Tour leader Eglė Karimžanova noted that her clients choose Norway, the Italian mountains, and Scotland, seeking both coolness and beautiful scenery.
The Lithuanian Tourism Association sees this trend as a promising opportunity for the future and believes the country should assess how to best leverage it with the available tourism budget.
