Travel analysis: Why are "coolcations" replacing Mediterranean holidays?

For decades, summer travel has been dominated by Mediterranean beaches, hot climates and city breaks where temperatures exceeding 30°C are not uncommon.

However, rising temperatures, overtourism and a desire for more unique adventures are encouraging travellers to seek different, cooler destinations instead.

Destinations that were once considered winter only escapes, such as Iceland, Norway and Finland, are now becoming attractive year round destinations as the "coolcation" trend grows.