Beach clubs, sunbed rentals, and late-night tapas were once considered the perfect combination for a summer getaway. With record-breaking heatwaves every summer and nearly one-third (32%) citing overcrowding as a detriment to their travel experience, consumers are rethinking what a perfect summer looks like. Increasingly, travellers are looking to visit less crowded spaces, with 34% prioritising quiet destinations. Now, Mediterranean islands are losing their monopoly on summer aspirations to lesser-known, alpine destinations.
Summer vacationers are now exploring traditionally winter-focused destinations that market hiking, lakes, nature itineraries, and higher altitudes that offer cooler temperatures. These destinations are extending their appeal beyond ski season to entice those looking for “coolcations” that are not social media-popular yet.
While the Nordics are an established choice, emerging regions like Kyrgyzstan also exemplify this shift. Touted as 2026’s “new Albania”, the country combines the awe-inspiring Tian Shan Mountain range with a focus on cultural immersion into their nomadic lifestyle. With local community-led horse treks and yurt-stay experiences gaining international traction, Kyrgyzstan offers a form of immersive travel that feels cemented in culture and the environment. Travelling outside peak season is now signalling discernment rather than compromise on a summer holiday. This behavioural shift extends revenue beyond the winter season and positions emerging mountain areas like Kyrgyzstan as credible challengers to the Mediterranean favourites.