Rising heat pushes Swiss travelers toward cooler destinations

More than half of Swiss people have already adjusted their holiday plans, or intend to, in response to rising summer temperatures, according to a survey reported Thursday by Swissinfo, the country's international public broadcaster.

A representative survey of 1,000 people by Marketagent, a market research firm, commissioned by Dertour Suisse, a Swiss tour operator, found that 27% had already changed their travel plans due to higher-than-expected heat, while 29% said they planned to do so.

Another 37% said they did not intend to make changes.

Family at airport travelling with young child and luggage walking to departure gate. (Photo via Adobe Stock)

Younger travelers lead the shift

The trend was particularly pronounced among younger respondents. About 65% of Generation Z respondents and 64% of millennials said they had already changed their plans or intended to.

The proportion was significantly lower among Generation X respondents, at 47%, and among baby boomers at 44%.

Despite the heat, traditional considerations remain the leading factors when choosing a holiday destination. Good value for money was cited by 47% of respondents as one of their three most important criteria, followed by beautiful scenery and natural surroundings at 32%.

Peace, relaxation, and access to beaches and swimming were each selected by 31% of respondents, while pleasant temperatures were a key deciding factor for 21%.

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Among those adapting their plans, 38% said they were increasingly traveling outside the hottest summer months, while 31% opted for cooler destinations, and 28% adjusted their activities or the times of day they traveled.

About 69% of respondents said summer holidays in cooler destinations, sometimes referred to as "coolcations," were attractive. Interest was especially strong in the Zurich region, where 76% of respondents found such destinations appealing, and in Graubunden, where support reached 85%.

Booking data from Dertour Suisse confirmed the trend, with demand for destinations such as Scandinavia, Scotland and Canada rising by around 21% over the past five years, the company said when the survey was published.

August 22, 2026 03:11 AM GMT+03:00