Northern Germany's tourism industry receiving expert attention for emerging trend termed 'Coolcation'
In the world of travel and tourism, a new trend is emerging that seeks to entice tourists looking for cooler holiday destinations. Known as 'Coolcation', this trend is gaining traction in regions across Europe, including Lower Saxony.
The North Sea coast and the Lüneburg Heath, two unique regions in Lower Saxony, are being positioned as ideal escapes from hotter climates. Tourism experts believe these areas, with their cooler maritime climate and expansive natural landscapes, offer a refreshing alternative to traditional summer holiday destinations.
Promoting the North Sea coast as a destination with fresh sea air, beaches, and water sports, the tourism agencies are emphasizing the relief from heat that these activities provide, while also offering wellness and relaxation options. The Lüneburg Heath, with its unique heathland nature and forest landscapes, is being marketed as a peaceful, cooler getaway spot, encouraging hiking, cycling, and nature tourism during warmer months.
Sustainability and eco-friendly tourism are also key strategies being implemented. By appealing to environmentally conscious travelers, the tourism industry in Lower Saxony aims to attract those seeking healthy, climate-friendly vacations. Digital campaigns and collaborations with local tourism businesses are being used to showcase the cooling benefits and outdoor activities linked to the natural environment of these regions.
Regional branding around weather and climate advantages is also being considered, as a means to contrast with increasingly hot inland areas popular among tourists. Although specific marketing campaigns have not yet been launched in Lower Saxony, this approach is consistent with broader tourism trends in cooler northern European coastal and heathland regions.
Meanwhile, the city of Hamburg is not yet a hotspot for the 'Coolcation' trend, but the tourism agency of the city believes it could potentially benefit from the idea in the future. The Wadden Sea coast, a relatively cooler holiday region in the summer, is another attractive destination being considered.
In the Lüneburg Heath, 90 percent of international tourists currently come from the Netherlands and Denmark, but the tourism board is now considering expanding its tourist base to include countries outside of the Netherlands, Denmark, and Germany, such as Spain, Italy, and Turkey. The Lüneburg Heath is planning to compete with other cooler holiday regions, such as the Mediterranean.
The North Sea Tourism Agency (Tano) in Wilhelmshaven has started promoting 'Coolcation' along the Lower Saxon North Sea coast. Tano recently placed advertisements in southern German cities like Freiburg, Karlsruhe, and Cologne for a "summer breeze on the North Sea" during a heatwave. The Lüneburg Heath will soon start advertising in southern Spain.
As for local news, the MOPO weekly features a variety of topics, including a large puzzle supplement for daily puzzle fun, a fifth part of its holiday series in the Mitte district, 20 pages of sports coverage, and a new burlesque festival in Hamburg. However, the 'Coolcation' trend does not yet seem to have a significant impact on Hamburg's tourism.
Ulrich von dem Bruch, managing director of the Lüneburg Heath GmbH, believes it's only a matter of time before people move to the north. As the world continues to grapple with rising global temperatures, the 'Coolcation' trend may become increasingly relevant for travellers seeking cooler holiday destinations.
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