Interest in travel to Sweden is rising sharply among British tourists. Searches for accommodation in July and August have increased 57 percent compared to last year.
According to information cited by Financial Times, heatwaves and forest fires in southern Europe have led to increased interest in the Nordic region as a travel destination.
On the accommodation comparison site Trivago, searches from the United Kingdom for Sweden have risen 57 percent for July and August this year compared to last year. The corresponding figure for Norway is 55 percent and for Denmark 29 percent.
The phenomenon is called coolcation and is described as a way for tourists to avoid extreme heat further south.
