Destinations in the North such as Iceland, Finland, Norway have become more popular in the recent years. Instead of picking tropical each getaways, some tourists prefer to travel to cold places in the winter months. What is there to it to the “cold is the new hot” travel tendency of some tourists?Digital communication and Marketing expert Dr. Alessandro Inversini and Lionel Saul, research assistant at EHL, and Urs Binggeli, Senior travel expert at McKinsey, weigh in on the motivations and reasons behind this phenomenon.
Iglu hotels instead of beach bungalows, ice bars instead of pool bars, sleigh rides instead of jet skis — Scandinavia and destinations in the high North are no longer seen as summer-only adventures. They have become increasingly popular locations for tourists during the cold European winter months. Instead of chasing the sun, many travelers are embracing frosty landscapes, vibrant holiday traditions, and the unique experiences cold climates offer.
Northern countries have mastered the art of creating enchanting experiences that go far beyond traditional tourism. Christmas markets and Santa villages evoke a sense of wonder and nostalgia, drawing families, couples, and solo travelers alike. However, these markets are just the beginning.
Travelers don’t just visit for a single event or attraction—they seek immersive, multi-layered experiences. Lionel Saul
Reindeer sleigh rides under the northern lights, staying in ice hotels, or plunging into ice baths after a sauna are just a few examples of what makes these destinations unique. Alone for Santa Claus themed experiences in Finlands Rovaniemi there are over 100 activities offered on the the platform GetYourGuide. The region is booming especially strong, with the number of visitors from Europe to Lapland growing at a compound annual rate of 10% between 2015 and 2023, resulting in a total increase of 60% over the period.
Read More – Economic impacts of tourism
But in general, Scandinavia is attracting more and more tourists. By 2030, Finland, Norway, and Sweden are projected to outpace the European average in tourism growth. While the European Union anticipates an annual growth rate of 5% in tourism arrivals, Sweden and Norway are expected to achieve 6% annually, with Finland leading at 8%.
Northern destinations are becoming better and better at building great tourism experiences. Products and services are mixed and matched to support the creation of memorable and eventually transformative experiences. Dr. Alessandro Inversini
Experiential and Expedition Tourism
These destinations encompass three or even four travel interests in one—soft and hard adventure, eco-tourism, and experiential travel. At the intersection of these interests is that travelers want to experience something truly authentic. Urs Binggeli, Senior expert at McKinsey.
Expedition cruises also play an important role in this market. The expedition cruise segment is growing steadily, with an annual expansion rate of 17%. This growth reflects a rising interest in adventure-focused travel, particularly to polar destinations such as Antarctica, the Arctic, or Greenland.
With climate change looming, travelers feel a sense of immediacy— or even urgency—when planning trips to these regions. There’s an emotional component to it, Binggeli says. Some people might think, ‘I want to travel to these destinations while they still look the way I’ve always envisioned.
Switzerland: A Key Player in Winter Tourism
While Scandinavia and the Arctic lead the charge in winter tourism, Switzerland remains a classic winter destination with increasing popularity. In the last winter tourist season from November 2023 to April 2024, the Swiss hotel industry recorded an all-time high of 18 million overnight stays, a 2.9% increase compared to the corresponding period of the previous year, according to the Federal Statistical Office (BfS).
Interestingly, the United States represented the second-largest source market after Germany, with US tourist arrivals increasing by 36% compared to 2022 and surpassing pre-COVID levels by 27%. Alpine villages like Zermatt have seen a significant spike, reporting a 56% increase in American tourists in 2023 compared to 2022. The United States has now become the second most important market for the iconic ski destination in Valais after Switzerland itself.
The Demand for Wellness and Wellbeing
Experiential travel also ties into the growing demand for wellness journeys. In winter tourism, wellness has become a cornerstone. In Scandinavia and Iceland, for example, the combination of stunning natural landscapes and tailored wellness experiences offers travelers a chance to recharge in ways they can hardly replicate elsewhere. Traditional saunas paired with ice baths in Finland, for instance, are not just cultural staples—they’re transformative experiences.
Since COVID, people feel overwhelmed and need spaces to take care of themselves, Dr. Inversini explains. Wellness retreats in northern regions cater to this demand, offering everything from stargazing retreats to health-focused getaways with locally sourced cuisine.
Mostly, when we talk about wellness, we think of luxurious hotels. But for many travelers, luxury also means simply being immersed in nature and disconnecting from the busyness of the world. For example, places where you cannot use your phone and can do a digital detox, Saul adds.
From Slow Tourism to Fast Tourism?
Sustainability is another factor driving interest in northern and alpine destinations. On one hand, these destinations emphasize their deep connection to nature. Many northern communities prioritize respect for the environment, offering low-impact tourism that aligns with modern values. Authenticity and sustainability often go hand in hand, creating experiences that feel both responsible and enriching.
However, as Lionel Saul points out, there is a contradiction. People are worried about climate change and want to travel to eco-friendlier places, but then they take a flight to Norway. Or in Antarctica, they’ve opened luxury accommodations in the middle of nowhere, which must be causing lots of greenhouse emissions to bring food and other supplies.
For years, winter travel was synonymous with slow tourism, where travelers sought meaningful, immersive experiences—multi-day journeys to remote lodges or deep explorations of local culture. But as destinations become more accessible, a shift toward fast tourism is underway.
Budget airlines like EasyJet and Ryanair now offer direct flights to places like Lapland, making weekend trips to visit Santa increasingly common. Rovaniemi, for example, has seen a surge in Christmas and winter tourism. Airlines have significantly expanded their routes to Rovaniemi, especially Low-cost-Carriers like Ryanair and EasyJet. The 2023 to 2024 winter season saw 24 international nonstop routes, with 13 of them being new, tourism-expert Binggeli says.
The shift from slow to fast tourism has sparked debate. While fast tourism brings economic benefits to remote regions, it risks undermining the authenticity and sustainability that draw people there in the first place.
Ultimately, the rise of winter tourism reflects a broader cultural shift. People are no longer satisfied with superficial, one-size-fits-all vacations. Instead, they seek destinations offering depth, sustainability, and stories to bring home. Northern countries and alpine regions have positioned themselves perfectly to meet these desires, blending breathtaking natural beauty with innovative, experience-driven tourism.
So this winter, why not trade sandy beaches for snowy landscapes? Whether you’re sipping cocktails at an ice bar, gazing at the stars from a cozy igloo, or skiing in the Swiss Alps, a world of unique and unforgettable experiences awaits in the cold.
*Co-autored by Urs Binggeli, Senior Expert bei McKinsey & Company
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