A recent article by EHL Faculty states that travel to northern destinations like Iceland, Finland, and Norway, typically associated with summer excursions, has surged in popularity during the winter months. The unique experiences these colder climates offer are drawing an increasing number of tourists away from traditional tropical retreats.
Instead of beach bungalows and pool bars, tourists now opt for igloo hotels and ice bars. The allure of vibrant holiday traditions, frosty landscapes, and unique activities like reindeer sleigh rides under the northern lights have contributed to the exponential growth of winter tourism.
Notably, the Finnish region of Lapland has seen a significant increase in visitors, with a 60% increase between 2015 and 2023. By 2030, Finland, Norway, and Sweden are expected to surpass the European average in tourism growth.
Experiential and expedition tourism are key factors in this trend. Tourists increasingly seek authentic, immersive experiences like adventure-focused travel and eco-tourism. This is reflected in the steady growth of the expedition cruise segment, with a particular interest in polar destinations like Antarctica, the Arctic, and Greenland.
In addition to Northern destinations, Switzerland remains a popular winter destination. The country saw a record 18 million overnight stays during the 2023-2024 winter season, with a significant increase in US tourist arrivals.
Wellness journeys also form a significant part of winter tourism. The combination of stunning natural landscapes and wellness experiences, like traditional saunas paired with ice baths in Finland, offers a unique opportunity for travelers to unwind.
Sustainability is a crucial aspect of this trend. Many northern communities prioritize low-impact tourism, aligning with modern values of authenticity and sustainability. However, there is a growing concern about the environmental impact of traveling to these destinations, particularly as luxury accommodations open in remote areas.
The shift from “slow” to “fast” tourism is also being discussed. While fast tourism brings economic benefits to remote regions, it potentially undermines the authenticity and sustainability that attract tourists in the first place.
In conclusion, the rise of winter tourism reflects a broader cultural shift. Tourists are no longer satisfied with one-size-fits-all vacations but seek destinations that offer depth, sustainability, and unique experiences. As such, northern countries and alpine regions have positioned themselves to meet these changing desires, blending natural beauty with innovative, experience-driven tourism.
