Is there anything more appealing than spending your summer in Europe? C’est jolie to rub shoulders with the French elite on the sunny beaches of the Cote d’Azur, and molto bene to sip Negronis on , Menaggio, and Garda. Yet many of the high-flying clientele who typically decamp to and Italian coast have found a new spot for their summers away.

Rather than fighting for scrambled eggs with truffle at the breakfast buffet and beach chairs in the afternoon, travelers are swapping holidays on the Med for understated luxury vacations in the Nordics. (Even have gotten into cruising the fjords.) Fueled in part by increased to and a , this is all part of the rising trend of “coolcationing”—literally choosing cooler climates over hotter, crowded places.

Sweden Is “Hot”

A 2024 survey released b

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