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Europe's hidden gems could offer more pleasant temperatures this summer
British holidaymakers are turning to cooler European destinations for their summer getaways, as soaring temperatures fuel demand for “cool-cations”.
New data shows strong demand for destinations across Northern and Eastern Europe, with bookings increasing for destinations where temperatures are generally more pleasant.
The trend comes as the UK experiences an exceptionally warm summer. The Met Office says 2026 has already seen three widespread heatwaves by mid-July, while the UK recorded more days above 30°C by July 15 than during the whole of 1976.
The Met Office also confirmed that 2025 was the warmest UK summer on record, while its latest figures show the UK continues to experience a long-term trend towards warmer summers.
New data from airline Wizz Air shows the cooler European destinations that have had particularly strong demand this summer.
Cooler destinations seeing strong demand (average July temperatures)
TRAVEL INSPIRATION
Tallinn has seen sales spike from the end of May and throughout the first half of June. The Estonian capital offers a cooler alternative to hotter European cities, while still providing plenty for visitors to see and do.
Its UNESCO-listed Old Town offers medieval architecture, while cafés, restaurants and green spaces make it a great city break choice.
Vilnius has also seen particularly strong demand, with bookings accelerating from mid-June. The Lithuanian capital combines historic buildings, churches, and cobbled streets with a lively food and cultural scene. Its average July temperature of 22°C can make sightseeing more comfortable for visitors.
Gdańsk in Poland recorded particularly strong sales from the end of May. The Baltic city has a colourful historic centre, waterfront attractions, and a distinctive maritime character. Its average July temperature of around 22°C also offers a cooler option for holidaymakers who still want to enjoy a European summer.
Poznań, where average July temperatures reach around 25°C, has also proved popular. The Polish city is known for its colourful Old Market Square and historic architecture. It also has a lively restaurant scene.
Managing director at Wizz Air UK, Yvonne Moynihan, said: "As the UK experiences hotter and drier summers, we're seeing some travellers rethink what they want from a summer holiday.
"While beach breaks remain popular, Brits are also looking for destinations where they can comfortably explore cities, spend time outdoors and immerse themselves in local culture without feeling the heat. This summer we’re seeing growing interest in cooler destinations across Northern Europe.
"Places such as Tallinn, Vilnius, Gdańsk and Poznań offer a fantastic combination of rich history, vibrant culture and great value with more comfortable summer temperatures. They also offer travellers the chance to discover somewhere a little different, away from some of Europe's busiest tourist hotspots.”
