European holidaymakers worn down by recurrent heatwaves are currently snubbing Mediterranean destinations for northern climes in hopes of cooler temperatures, but it remains to be seen whether it is just a fad or a durable shift in the tourism market. With temperatures in the European summer regularly climbing up towards 40 degrees Celsius (100F), cool has become cool. "We're happy to have found cooler temperatures," they said. The concept of "coolcations" -- vacations in a cooler clime -- has been gathering pace in recent years and appears to have exploded in 2026. "Our recent visitor surveys show that around one in five foreign tourists considers cooler summer temperatures to be one of the reasons for choosing Norway" it said.