Global temperatures have risen faster in the past fifty years than in any comparable period in at least two millennia, and climate scientists expect the years ahead to rank among the hottest ever recorded. Summer heatwaves that once felt exceptional are becoming annual events across Southern Europe, the Mediterranean, and other classic holiday regions.

Travellers are responding. Search interest in cooler destinations and escapes has surged by well over 200% during peak summer months in recent years, and interest continues to accelerate year over year. Northern and mountain destinations — places once considered off-season or niche — are seeing sustained growth in flight searches, tours, and bookings as travellers actively seek out lower temperatures, clean air, and outdoor experiences that heat simply doesn’t allow.

This isn’t only about escaping discomfort. It reflects a broader change in what travellers value: fewer crowds, more genuine nature, better air quality, and destinations less strained by overtourism. Cooler climates increasingly offer what hot, saturated hotspots can no longer deliver.

The word «coolcation» has moved from travel-industry buzzword to mainstream search term in just a few years — and demand for premium, brandable domains in this space is only going up.

Coolcation.travel is part of a portfolio of coolcation-related domain assets available for acquisition or partnership. Whether you’re building a media brand, a booking platform, a destination marketing campaign, or a hospitality concept, owning the right domain in this category positions you ahead of a trend that is still in its early growth phase.

Interested in acquiring a coolcation domain, or discussing a brand partnership? Get in touch to explore available assets.

If the coolcation trend has a natural home, it’s the Arctic.

Varanger is one of Europe’s most striking Arctic landscapes — a remote, wide-open region in the far north of Norway where the climate itself is the attraction. Long, cool summers with the midnight sun. Crisp, dark winters lit by the aurora borealis. Dramatic coastal tundra, rich birdlife, and some of the cleanest air and darkest skies left in Europe.

 Where classic summer destinations swelter, Varanger stays cool, quiet, and open. Where classic winter destinations are overrun, Varanger offers space, silence, and genuine wilderness. It is a year-round destination built for a warming world — a place where every season is worth visiting, not just one.

As demand for cooler, quieter, more climate-resilient destinations grows, Varanger is well placed to become one of Europe’s leading coolcation destinations — and the accommodation and experience infrastructure needed to support that growth is still being built.

 We’re actively open to sale and partnership opportunities for the development of coolcation-branded properties and hospitality concepts in Varanger, Arctic Norway. This includes:

• Development of new accommodation concepts 
• Joint ventures with hospitality operators and investors
• Land and property opportunities suited to Arctic tourism
• Strategic partnerships around the Coolcation brand and destination marketing

The Varanger region is a high-potential investment in the rapidly growing Arctic tourism market:

1. Strong Growth: Northern Norway’s tourism generated 1.6 billion NOK in 2022-2023, a 10% increase from pre-pandemic levels.

2. High Tourist Spending: Visitors spend up to 2,560 NOK daily on experiences like Northern Lights tours and king crab safaris 

3. Unique Attractions: Varanger´s natural beauty and Sami culture make it a top destination for nature-based tourism.

With growing demand and year-round potential, Varanger region offers excellent long-term returns for tourism investors.