Independent tour operators have reported a surge of interest in cooler holiday destinations this summer, particularly Norway.
Sunvil recorded a rise in Norway, Sweden and Finland bookings, which it put down to extreme temperatures in southern Europe in recent years and the rising popularity of nature‑focused and active holidays.
Sales and marketing manager Rachel Jelley said: “This year we’ve seen a real spike in sales for the Nordic region.”
The operator has offered summer trips to the region since 2007 but said there was initially only modest demand. It offers about 100 summer hotels and itineraries and plans to increase this next year.
“In the last few years we’ve seen a huge increase in interest,” said Jelley, adding: “There’s been a bit of a shift – people are looking for summer holidays avoiding some of the warmer Mediterranean areas.”
A favourable exchange rate has also boosted bookings, according to specialist operator Best Served Scandinavia. General manager Sue McAlinden said: “Increased travel to the region has also gone hand in hand with the strong pound. Norway in particular is more affordable than ever with exchange rates at their highest for more than 40 years.”
The operator has enjoyed a 50% increase in summer traffic over the last two years, with a rise in trips incorporating Scandinavian capitals.
Regent Holidays agreed there was now “some real substance” to the trend for cooler destinations.
The operator has seen a 33% jump in enquiries and bookings year on year for Norway, with sales for Finland also up and the Baltic region recovering to pre-Covid levels.
Andrea Godfrey, head of Regent Holidays, said: “Time will tell whether this trajectory continues but we’re investing in more staff fams so the team is ready to support agents and help convert bookings.”
However, agents this week insisted there was little evidence of consumers searching out cooler destinations, and said the cost of holidays to Scandinavia remained “prohibitive” to the mass market.
A spokesperson for The Advantage Travel Partnership said: “We are not seeing any trends in terms of consumers looking for cooler weather. Our top destinations continue to be all the hotspots of Spain, Greece and Turkey. Price is still driving where people go.”
Editor Ⅰ: Zhang Wenwen
Editor Ⅱ: Wu Dan
Editor Ⅲ: Liu Guosong
