Europe’s summer travel map is changing. The hottest destinations are no longer automatically the most desirable—and Germany’s Black Forest is emerging as an unlikely winner.
For decades, the classic European summer holiday meant sunshine, Mediterranean beaches and temperatures that could easily climb above 30°C. Spain, Italy, Greece and Portugal built enormous tourism industries around that formula.
But climate change is rewriting the equation.
As repeated heatwaves make parts of southern Europe increasingly uncomfortable during peak summer, travelers are beginning to look north—and increasingly toward the mountains and forests of central Europe. The Black Forest in southwestern Germany is benefiting from that shift, with growing numbers of visitors from traditionally warmer countries such as Spain and Italy seeking what the travel industry now calls a “coolcation.”
Germany’s tourism industry is already experiencing a broader boom. Hotels, guesthouses and campsites recorded 223.8 million overnight stays during the first half of 2026, a new record, according to Germany’s Federal Statistical Office as reported by Euronews. Domestic visitors remain the largest part of the market, but international demand is also contributing to the country’s tourism momentum.
The Black Forest story, however, is about more than one successful destination.
It could be an early glimpse of what European tourism looks like when travelers begin choosing destinations based on climate comfort rather than simply sunshine.
What Exactly Is a “Coolcation”?
A coolcation is essentially a summer holiday designed around escaping extreme heat.
Instead of asking:
“Where will the weather be hottest?”
travelers are increasingly asking:
“Where can I actually enjoy being outdoors?”
That means destinations with:
- forests;
- mountains;
- lakes;
- rivers;
- cooler evenings;
- shade;
- hiking trails;
- outdoor activities;
- lower humidity;
- moderate summer temperatures.
The trend is not limited to Germany.
Norway, Sweden, Finland, Iceland and other northern destinations have also reported growing interest as travelers seek alternatives to increasingly hot Mediterranean summers.
But the Black Forest has one major advantage over some remote Nordic destinations:
It is relatively easy to reach from the rest of Europe.
Why the Black Forest?
Located in Baden-Württemberg in southwestern Germany, the Black Forest combines mountains, dense woodland, lakes, valleys, waterfalls, historic towns and traditional villages.
It is also close to France and Switzerland.
That makes it particularly attractive to travelers who want a cooler environment without undertaking an expedition to the Arctic.
The region offers something for almost every type of traveler:
- hiking;
- cycling;
- mountain biking;
- swimming;
- wellness;
- food tourism;
- wine tourism;
- historic towns;
- nature photography;
- family attractions.
The Black Forest Highlands tourism organization specifically promotes hiking, cycling and swimming during summer, with lakes such as Titisee and Schluchsee providing natural places to cool down.
In other words, visitors don’t have to sacrifice the traditional idea of a summer vacation.
They simply replace the beach with a forest and the sea with a mountain lake.
Spanish Travelers Are Showing the Shift
One of the clearest signs of changing tourism patterns is the increase in Spanish visitors.
According to regional tourism data reported this week, the Black Forest recorded around 199,000 overnight stays by Spanish visitors in 2025, up 3.6% from the previous year and approximately 64% higher than in 2015.
That is particularly striking because Spain itself is one of Europe’s most important tourism destinations.
Spanish travelers historically had little reason to travel north during summer simply to find attractive weather.
Now the equation is changing.
When temperatures at home become uncomfortable, Germany can suddenly look like the holiday destination.
Italian Visitors Are Also Increasing
Italian visitors are part of the same trend.
The Black Forest recorded approximately 194,500 overnight stays from Italian travelers in 2025, according to regional figures cited by German media.
The increase is not as dramatic as the Spanish growth, but the direction is significant.
It demonstrates that coolcation tourism isn’t necessarily about one nationality.
It is potentially becoming a broader European behavioral shift.
Heat Is Becoming a Tourism Decision
This is perhaps the most important change.
Weather has always influenced travel.
But historically, bad weather meant rain.
Now tourists increasingly have another concern:
extreme heat.
A traveler planning a July holiday may previously have welcomed a forecast of 35°C.
Today, the same forecast may trigger a completely different reaction.
If temperatures remain above 35°C for days, outdoor sightseeing becomes exhausting.
Walking through a historic city at midday becomes less appealing.
Long hikes become risky.
Children and older travelers face greater heat stress.
Air conditioning becomes more important.
And beaches can become uncomfortable rather than relaxing.
The Mediterranean Is Facing a New Tourism Problem
Southern Europe remains hugely popular.
But extreme heat is creating a strange paradox.
The same climate that helped make Mediterranean tourism attractive could eventually make peak summer travel less comfortable.
Recent climate and economic reporting has highlighted how heatwaves, drought and wildfires are already affecting tourism and other sectors across Europe.
The result could be a gradual restructuring of the tourism calendar.
Instead of:
Mediterranean = summer
and
Germany = winter
the future may look more like:
Mediterranean = spring and autumn
Central/Northern Europe = summer
That would be a profound change.
The Black Forest Has Been a Summer Destination for Generations
There is an important historical point here.
The Black Forest isn’t suddenly becoming attractive because of climate change.
People have visited the region for summer recreation for generations.
Germany has a long tradition of Sommerfrische, or “summer freshness,” in which urban residents escaped to cooler countryside and mountain areas during the warm months.
The modern coolcation trend therefore isn’t creating an entirely new tourism model.
It is reviving an old one under new climatic conditions.
The difference is that today’s travelers can fly or drive across Europe quickly, compare destinations online and change their plans according to weather forecasts.
Nature Is the Black Forest’s Biggest Asset
The region’s strongest selling point isn’t a single monument.
It’s the landscape.
Forests provide shade.
Mountains provide elevation.
Lakes provide swimming and recreation.
Waterfalls provide natural cooling.
Trails provide alternatives to crowded city streets.
That makes the Black Forest particularly well suited to travelers looking for active holidays.
Hiking Is Becoming a Climate-Friendly Tourism Product
Hiking may sound like a simple activity.
But from a tourism perspective, it is extremely valuable.
A good hiking destination doesn’t require a massive indoor entertainment complex.
It needs:
- trails;
- signage;
- accommodation;
- transport;
- food;
- safety infrastructure;
- natural attractions.
The Black Forest has an extensive network of hiking routes, including long-distance trails and shorter day hikes.
That gives the region a major advantage as travelers seek outdoor experiences without extreme heat.
Lakes Could Become the New Beaches
This is another fascinating shift.
When temperatures rise, travelers still want water.
But they don’t necessarily need the Mediterranean.
The Black Forest has lakes including:
- Titisee;
- Schluchsee;
- Windgfällweiher.
These offer swimming, water activities and scenic relaxation.
For families, this can be particularly attractive.
Instead of spending a day under intense coastal sun, visitors can combine:
forest + lake + hiking + local food.
That is essentially a European summer vacation redesigned for a warmer world.
Freiburg Adds an Urban Dimension
The Black Forest isn’t isolated wilderness.
The city of Freiburg sits at the western edge of the region and provides a convenient gateway.
Visitors can combine urban tourism with quick access to forests and mountains.
That is important because many travelers don’t want to choose between:
city holiday
and
nature holiday.
The Black Forest allows them to combine both.
Baden-Baden Offers Another Kind of Coolcation
Baden-Baden adds wellness to the equation.
The historic spa town has long been associated with thermal bathing and relaxation.
That creates another tourism product that works well in a warmer climate:
wellness tourism.
Instead of spending the afternoon baking on a beach, visitors can seek spas, shaded parks, forests and wellness experiences.
Food Is Part of the Attraction
Coolcation tourism isn’t necessarily about avoiding summer entirely.
Visitors can still experience regional cuisine.
The Black Forest is famous for foods associated with southwestern Germany, including:
- Black Forest cake;
- regional cheeses;
- cured meats;
- breads;
- local wines;
- traditional Baden cuisine.
This gives tourism operators another way to distinguish the region from conventional Mediterranean vacations.
The Black Forest Is Also Close to France and Switzerland
Geography matters.
The region’s position means visitors can easily combine multiple countries in one trip.
A traveler might visit:
Freiburg → Black Forest → Strasbourg → Basel
without requiring long-haul transportation.
That makes the region particularly attractive to European travelers looking for a multi-destination holiday.
Germany’s Tourism Boom Is Bigger Than the Black Forest
The Black Forest is part of a broader German tourism resurgence.
Germany recorded 223.8 million overnight stays in the first six months of 2026, according to figures cited by Euronews, setting a new first-half record. Domestic tourism remains the largest component.
That matters because Germany has something many European destinations lack:
a huge domestic travel market.
Germans don’t need international visitors to sustain tourism demand.
International coolcation travelers are therefore adding another layer of growth.
Domestic Tourism Provides a Cushion
When international travel becomes uncertain, domestic tourism can keep hotels and attractions operating.
Germany’s size and geographic diversity make that possible.
Visitors can choose:
- Baltic Sea beaches;
- Bavarian mountains;
- Rhine Valley;
- Black Forest;
- North Sea coast;
- lake districts;
- historic cities.
This diversity makes Germany unusually well positioned for climate-driven tourism changes.
The Risk: Coolcation Destinations Could Become the Next Overtourism Hotspots
There is an obvious irony here.
Travelers leave Barcelona because it is too crowded.
They discover the Black Forest.
Millions of other travelers have exactly the same idea.
Suddenly the Black Forest becomes crowded.
That’s not hypothetical.
The Nordic countries are already discussing whether their own coolcation boom could create new pressures in smaller destinations.
Tourism has a habit of solving one problem by creating another.
Infrastructure Will Become Crucial
More tourists mean more demand for:
- hotels;
- restaurants;
- parking;
- trains;
- buses;
- hiking trails;
- waste management;
- water;
- emergency services.
Rural destinations often have limited infrastructure.
A village that works perfectly with 2,000 visitors may struggle with 20,000.
That’s why coolcation growth needs to be managed rather than simply celebrated.
Public Transport Could Be a Major Advantage
One way to manage growth is to encourage travelers to arrive without cars.
The Black Forest benefits from rail connections through surrounding cities and regional transport networks.
That creates an opportunity:
make the coolcation car-free.
Visitors could arrive by train, use local buses and explore on foot or bicycle.
That would reduce congestion and emissions while making the destination more sustainable.
Climate Change Could Extend the Tourism Season
Coolcation tourism isn’t necessarily restricted to July and August.
Spring and autumn could also become increasingly attractive.
As Mediterranean summers become hotter, travelers might move toward:
- May;
- June;
- September;
- October.
That could help tourism businesses operate for longer periods instead of relying on a short peak season.
Hotels Could Benefit From Longer Seasons
Longer seasons mean better utilization of existing accommodation.
Instead of building enormous numbers of new hotels to handle peak demand, destinations could increase occupancy across more months.
That is potentially a more sustainable growth model.
The goal becomes:
more nights per hotel room, not simply more hotel rooms.
Climate Change Could Reshape European Tourism Geography
This is the bigger story.
For decades, European tourism followed a relatively stable geography.
Southern Europe dominated summer.
Northern Europe dominated cooler-season or nature travel.
That distinction is becoming less reliable.
As temperatures rise, climate comfort could become an increasingly important competitive factor.
The map of European tourism may gradually shift northward and upward.
Mountain Tourism Could Become a Summer Winner
Mountain destinations are particularly interesting.
Higher elevations generally provide cooler conditions.
That means destinations traditionally associated with skiing could increasingly market themselves for summer.
The tourism calendar could become:
Winter: skiing and snow
Summer: hiking, cycling and cooling off
That creates year-round tourism opportunities.
But the Black Forest Is Not Immune to Heat
This is an important reality check.
The Black Forest is cooler relative to many Mediterranean destinations, but it is still in southwestern Germany.
It can experience heatwaves.
The summer of 2026 itself has brought heat extremes to parts of Germany and neighboring countries.
So travelers shouldn’t assume:
Black Forest = permanently cool.
The appeal is relative.
The region offers a better chance of comfortable conditions than some southern European hotspots, but weather remains variable.
Wildfire Risk Is Also Increasing
Forests are vulnerable to drought and fire.
Germany has not escaped the wider European wildfire problem.
Recent fires in western Germany resulted in evacuations during the 2026 summer, highlighting that even traditionally greener destinations are exposed to climate risks.
That creates a complicated situation.
Climate change can simultaneously:
increase demand for forests
while
making forests more vulnerable.
Tourism Marketing Will Have to Change
Traditional tourism advertising often emphasizes:
sun, heat and beaches.
Coolcation marketing flips that message.
Now the selling points become:
- fresh air;
- shade;
- forests;
- lakes;
- mountain breezes;
- comfortable hiking;
- cooler nights.
The Black Forest tourism industry is already targeting southern European markets with campaigns highlighting exactly these advantages.
This Could Create a New Kind of Luxury
Luxury doesn’t necessarily mean a five-star hotel anymore.
In a hotter world, luxury may increasingly mean:
comfortable temperatures.
A shaded forest trail.
A quiet lake.
A cool bedroom at night.
A destination without enormous crowds.
A hotel surrounded by nature.
That sounds simple.
But as heatwaves become more common, it could become surprisingly valuable.
Families May Drive the Trend
Families with young children are particularly sensitive to extreme heat.
Parents don’t necessarily want to spend a week pushing a stroller through a 38°C city.
A destination with:
- lakes;
- forests;
- playgrounds;
- family attractions;
- moderate temperatures
can be much more appealing.
The Black Forest is therefore well positioned to attract family tourism.
Older Travelers Are Another Important Market
Older travelers can also be more vulnerable to heat.
That could make cooler destinations increasingly attractive to retirees and mature travelers.
Wellness facilities, accessible hiking trails, spas and comfortable accommodation can strengthen this appeal.
Remote Work Could Extend the Trend
There is another possible driver.
Remote workers don’t always have to take traditional one-week holidays.
Some can spend several weeks in a cooler destination while working part of the time.
A forested region with reliable internet and good transportation can therefore attract longer-stay visitors.
That could benefit local economies more than short day trips.
Longer Stays Are Better for Local Economies
A visitor staying seven nights is potentially more valuable than seven separate day visitors.
They spend money on:
- accommodation;
- restaurants;
- groceries;
- attractions;
- transport;
- local activities.
They are also more likely to explore beyond the main tourist center.
Coolcation destinations should therefore focus on encouraging slow travel, not simply maximizing arrival numbers.
The Black Forest Could Become a Model for Climate-Adapted Tourism
The region has many of the ingredients needed for the next generation of European tourism:
- accessible location;
- diverse landscapes;
- established accommodation;
- strong infrastructure;
- cultural attractions;
- outdoor activities;
- wellness;
- food;
- proximity to major European markets.
But success will depend on avoiding the trap of uncontrolled growth.
What Other European Destinations Can Learn
The Black Forest story offers several lessons.
1. Climate is becoming a tourism product
Destinations need to understand how temperature affects traveler decisions.
2. Nature can be an economic asset
Forests, lakes and mountains aren’t just scenery. They are tourism infrastructure.
3. Tourism can be redistributed
Visitors don’t have to concentrate in the same famous cities.
4. Shoulder seasons matter
Extending the season can reduce pressure during peak months.
5. Accessibility is crucial
Cool destinations need convenient transport to compete with established hotspots.
6. Growth must be managed
Today’s hidden gem can become tomorrow’s overcrowded destination.
Is This the Beginning of a New European Summer?
Possibly.
The old European summer was built around one assumption:
hotter is better.
The emerging coolcation economy challenges that assumption.
A growing number of travelers now seem to believe:
comfortable is better.
That doesn’t mean Mediterranean tourism is doomed.
Spain, Italy, Greece and Portugal will remain extraordinarily popular.
But they may increasingly compete for travelers outside the hottest part of summer, while central and northern European destinations capture a larger share of peak-season demand.
The Black Forest’s Big Opportunity
The opportunity for the Black Forest is enormous.
Spanish and Italian visitors are already showing that the region can attract tourists who traditionally had little reason to vacation there during summer. (DIE WELT)
If the trend continues, the Black Forest could become one of Europe’s defining climate-adaptation tourism destinations.
But there is a catch.
The region needs to protect the very qualities attracting these visitors.
If forests become overcrowded, lakes polluted and villages congested, the coolcation loses its appeal.
The Future of Tourism May Be About Finding the Sweet Spot
The winning destinations of the future may not be the hottest.
They may not be the coldest either.
They may be the places that offer the best balance of climate, nature, accessibility, culture and infrastructure.
The Black Forest happens to sit remarkably close to that sweet spot.
And as Europe’s summers become hotter, that could turn an old-fashioned German holiday tradition into one of the continent’s fastest-growing tourism trends.
Final Thoughts
The rise of coolcation tourism in Germany is more than a quirky travel trend.
It is an early signal that climate is beginning to influence the geography of European tourism.
The Black Forest has always offered forests, mountains, lakes, hiking trails and traditional German culture. What has changed is the reason some travelers are seeking them.
For Spanish and Italian visitors accustomed to Mediterranean summers, a forested German mountain region can now represent something increasingly valuable:
relief from the heat.
Germany’s record 223.8 million overnight stays in the first half of 2026 demonstrate that the broader tourism market is already strong. The Black Forest’s growing appeal to southern European travelers adds another fascinating layer to that story.
But the opportunity comes with responsibility.
If climate change pushes tourists toward cooler destinations, those destinations must avoid repeating the mistakes of Europe’s overcrowded hotspots.
The answer isn’t simply to build more hotels and invite more visitors.
It is to develop tourism intelligently—protect forests, manage visitor numbers, expand public transport, encourage longer stays and spread demand throughout the year.
The irony is almost poetic.
Europe spent decades sending tourists south in search of sunshine.
Now climate change may send them north in search of shade.
And in the summer of 2026, the Black Forest is proving that cool can be the new hot.
5 Frequently Asked Questions
1. What is a “coolcation”?
A coolcation is a holiday taken specifically in a destination with relatively cooler summer conditions. Travelers choose forests, mountains, lakes and northern or higher-altitude regions instead of extremely hot Mediterranean destinations. The trend has been growing across Europe as travelers seek relief from increasingly frequent summer heatwaves.
2. Why is the Black Forest becoming popular with Spanish and Italian tourists?
The Black Forest offers cooler conditions, forests, lakes, mountains and outdoor activities that provide an alternative to intense Mediterranean summer heat. Spanish overnight stays in the region reached about 199,000 in 2025, around 64% higher than in 2015, while Italian visitors recorded roughly 194,500 overnight stays.
3. What can tourists do in the Black Forest during summer?
Popular activities include hiking, cycling, mountain biking, swimming, visiting waterfalls and lakes, wellness experiences, sightseeing and exploring traditional towns and villages. Lakes such as Titisee and Schluchsee are particularly attractive for cooling off during warm weather.
4. Is the Black Forest always cool in summer?
No. The Black Forest can also experience hot weather and heatwaves. Its attraction as a coolcation destination is relative: it generally provides more opportunities for shade, elevation, forests and water-based recreation than many heavily exposed Mediterranean destinations. Travelers should still check the forecast before visiting.
5. Could coolcation tourism create overtourism in Germany?
Yes. That is one of the biggest challenges facing the trend. If large numbers of travelers abandon hot Mediterranean destinations and concentrate in a small number of cooler regions, infrastructure, accommodation, roads, trails and natural areas could become overwhelmed. The long-term solution is to spread visitors across different regions and seasons while investing in sustainable transport and tourism infrastructure.
Sources Euro News
