The travel industry should be aware of opportunities coming from an “inevitable” rise in demand for cooler destinations, according to a founding director of the Nordic Tourism Collective.
Andy Fairburn said high temperatures in the southern Mediterranean region had led to increasing numbers of travellers opting for trips in the Nordic and Baltic countries.
“There’s an opportunity for many tour operators and destinations,” he said, adding that destinations which had traditionally not been “at the top of everybody’s list” could be among those benefiting.
More: Independent operators report rise in demand for cooler destinations
Yet he cautioned that the topic was a sensitive one, noting “mixed” views in the Nordic countries about the prospect of significant tourism growth without thorough planning.
Careful thought would be required, he argued, because “we don’t want to get into a mess”.
He added: “There are opportunities but it has to be done properly and we need to communicate this somehow.
“We can’t ride on the back of climate change being a good thing. We can’t say, ‘Don’t go to Spain; go to Norway’. It’s very delicate and we need to make sure we get the messaging spot-on.”
Citing a growth in interest in cooler destinations, he said: “There seems to be an inevitable trend. It’s slightly anecdotal how substantial that trend is, but there is an inevitability.”
He conceded that some of Norway’s rise in visitor numbers could also be explained by reference to other factors, including changes in the exchange rate.
“The Norwegian Krone is at a five-year low, so Norway is cheap to visit at the moment,” he said.
Jane McFadzean, senior director of global sustainability and ESG [environmental, social and governance] at Trip.com Group, agreed there had been rising interest in destinations including Norway and Iceland.
“The increase is being driven by Gen Z, by people born in the [late] 90s,” she said, adding that those countries’ reputations for ‘wellness’ activities was among the key “pull factors”.
Claire Hanney, managing director of travel experiences at The Travel Corporation (TTC), said April and October were becoming increasingly popular for departures.
“It looks on the surface like people are booking for cooler months,” she said, adding that other factors might also be at play.
She cited significant interest in natural phenomena, including the Northern Lights, as well as the growing popularity of active trips.
“When it comes to active travel, people are looking for nature-based opportunities much more than they were. We can see that on our websites on what people are searching for,” she said.
During a session at the ‘A World for Travel’ conference in Seville, all three panellists encouraged attempts to promote travel in the shoulder seasons.
“We’re working really hard to extend the season,” said McFadzean, adding: “We’re embedding that into AI tools and itinerary planners. Sustainable travel options and tips are being shown.”
Photo: Panel session moderator Rajan Datar with, from left, Jane McFadzean, Claire Hanney and Andy Fairburn
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