Why ‘alpine summer’ is one of this year’s coolest European travel trends

As Europe braces itself for another heatwave, demand for holidays in cooler destinations remains a very hot topic in travel right now. First coined by Condé Nast Traveller in its 2024 industry predictions, the “coolcationing” travel trend has since evolved, spinning off into new segments such as “heat-proof holidays”, “reverse seasonality”, and “climate-smart travel”. A spin-off term that’s been trending recently is “alpine summer”, which does not need too much explaining as it simply means spending the hotter months in the mountains rather than at the beach. According to Google Trends data, search interest for alpine summer is up 82% year-on-year, with heatwave-weary travellers looking to swap crowded beaches for milder mountain air, scenic hiking trails, and refreshing swimming lakes. This trend tallies with the European Travel Commission's spring/summer 2026 report findings – nearly 6,000 respondents ranked “pleasant, stable weather” as the second most important factor when choosing a destination (15%), behind only “safety” (22%) and ahead of “good deals” (14%).

Cooler destination ‘swaps’

Reflecting the trends and increased demand, mountain holiday specialist Heidi has doubled its line-up of cooler walking destinations to 46 resorts across France, Austria, Italy, Slovenia, and Poland, while Switzerland and Andorra are added for the first time. "High-altitude mountain resorts still get summer sunshine but run cooler than the Med's beach hotspots, offering a refreshing escape,” said Marcus Blunt, Co-Founder of Heidi. “You can walk, hike, swim, and explore without the oppressive heat.” If you’re looking to swap the heat for an alpine mountain coolcation this summer, here’s where the travel company recommends… Swap Spain's Costa del Sol for Arinsal in the Pyrenees, Andorra: “Escape southern Spain's 30C+ summer highs for a relaxing mountain break in Arinsal. Set in the Pyrenees at 1,550m, enjoy mild low-20s, ideal for exploring Comapedrosa Nature Park.” Swap the Amalfi Coast for Selva di Val Gardena in the Dolomites, Italy: “The Dolomites are having a summer moment – and fast becoming the choice for travellers looking to avoid southern Italy's 29-30C heat. Head higher to Selva di Val Gardena at 1,563m for 18-21C and a stunning alpine playground for walkers, hikers and foodies alike.” Swap Vasiliki, Greece, for Pertisau on Lake Achensee, Austria: “Love watersports? Then you'll love Pertisau. In contrast to the 30C+ summer heat of Greece's watersports hub, Pertisau stays in the low-to-mid 20s. Its refreshing lake is one of Austria's best spots for sailing, windsurfing, kayaking and paddleboarding.” Yenibakis-News