High summer temperatures are increasingly affecting travel habits in Switzerland. According to a representative study conducted by Marketagent on behalf of DERTOUR Suisse, 27 percent of participants have already changed their holiday plans due to rising summer temperatures. Another 29 percent are considering making changes in the future. 69 percent of participants find summer holidays in cooler destinations appealing.

This trend is also reflected in booking figures. Approximately 14 percent of DERTOUR Suisse's summer 2026 bookings are now for destinations where summer temperatures are more moderate. The study surveyed a total of 1,000 people from different linguistic regions and age groups across Switzerland.

Price-performance ratio remains important

Despite rising temperatures, weather conditions are not the sole determinant in choosing a holiday destination. 47 percent of participants cite a good price-performance ratio as one of the top three most important criteria for their summer holiday choice. This is followed by attractive landscapes and nature at 32 percent, while peace and relaxation, and beach and swimming facilities each reach 31 percent.

Pleasant air temperatures are among the most important selection criteria for 21 percent of participants. Thus, while classic holiday expectations maintain their decisive position, climatic conditions are increasingly gaining weight in the decision-making process.

Younger Generations React More Strongly to Heat

Significant differences are observed across generations. Approximately 65 percent of Generation Z have changed their holiday plans or are considering doing so in the future due to high summer temperatures. This rate is 64 percent for Generation Y.

For Generation X, the rate drops to 47 percent, and for the Baby Boomer generation, it is 44 percent. 37 percent of all participants state that they do not intend to make any changes to their holiday plans due to rising temperatures.

The Solution Isn't Just Traveling to Cooler Destinations

Adapting to hot summers doesn't necessarily mean traveling to Scandinavia or other northern regions. 38 percent of those who have changed or are considering changing their plans prefer to travel more during periods outside the peak summer months.

While 31 percent of participants consciously choose destinations with cooler climates, 28 percent adjust their activities or daily schedule at their holiday destination to avoid the hottest hours of the day. Accommodation facilities offering air conditioning or other cooling options are also gaining importance.

"Coolcation" Demand Rises 21 Percent in Five Years

The increasing interest in holidays spent in cool destinations, dubbed "coolcations," is also reflected in bookings. According to DERTOUR Suisse data, demand for cooler destinations such as Finland, Sweden, Norway, Scotland, Iceland, and Canada has increased by approximately 21 percent in the last five years.

Compared to the previous year, demand rose by approximately 12 percent in German-speaking Swiss regions, while the increase remained around 3 percent in French-speaking regions. 76 percent of participants in the Zurich region find cool summer destinations appealing, while this rate reaches 85 percent in Graubünden.

Bruno Bisig, General Manager of Kontiki Reisen, says, “Holidays in the North combine many things that travelers are increasingly seeking in the summer months: pleasant temperatures, impressive nature, and long days. It is precisely this combination that makes the North particularly attractive for many guests.”

Mediterranean and Cool Destinations Complement Each Other

The coolcation trend is not replacing classic seaside holidays. Beach and swimming facilities, relaxation, and a good price-performance ratio remain among the fundamental criteria for holiday selection.

Instead, the options for summer tourism are diversifying. Alongside traditional Mediterranean destinations, northern and high-altitude regions, as well as travel outside the hottest periods of summer, are gaining importance. Thus, rising temperatures are not eliminating the demand for summer holidays, but rather changing the timing, destination, and how holidays are spent. Image: © AI-generated image