The Coolcationing Traveller Trend in 2025

What Is Coolcationing & Why Is It a Thing?

'Coolcationing' is a new term in the tourism landscape which refers to travellers choosing to visit a location cooler in temperature rather than the typical popular summer destinations.

The concept of a coolcation is gaining traction among northern hemisphere travellers looking to escape scorching summer heatwaves and overcrowded tourist destinations. With 2024 being the hottest on record, and overtourism becoming a significant concern in many European tourism hotspots, the coolcation market is a growing trend among those planning their holidays for 2025.

For New Zealand tourism businesses, this presents a unique opportunity to attract visitors during the winter season. New Zealand offers the perfect sanctuary for those seeking comfort, space, and unique experiences. This opportunity also marries well with the Tourism New Zealand strategy to grow off-peak tourism - their marketing campaigns to promote New Zealand in off-periods will grab the attention of travellers and support any marketing efforts you create to drive awareness and bookings of your business.

5 Ways to Position Your Tourism Business for Coolcations

Here’s how your tourism business can tap into the Coolcation market and drive bookings in off-peak 2025.

1. Highlight the Seasonal Escape

Position your business as part of a larger escape to New Zealand’s mild winter climate. Tailor your messaging to emphasise:

• Comfortable Climate: Share how New Zealand’s winter offers a refreshing break from the heat, with crisp air and scenic beauty.
• Exclusive Experiences: Highlight the tranquillity of uncrowded attractions and serene natural landscapes.
• Winter Activities: Promote activities unique to the season, such as whale watching, stargazing, wine tours, or skiing.
• Off-Peak Deals: Low season means you can promote deals or packages to fill your capacity and give travellers a more affordable visit to New Zealand compared to peak travel periods.

2. Create Content for the Cooler Months

Ensure your content matches your messaging by sharing influencer and customer content for winter:

• Partner with travel bloggers and influencers who can authentically share their New Zealand coolcation experiences.
• Encourage user-generated content by creating hashtags or running photo contests.
• Share video testimonials from past visitors enjoying winter adventures.

3. Drive Awareness With Digital Marketing

Capture the attention of Northern Hemisphere travellers online by:

• Using Google Ads and Meta Ads: Target regions prone to summer heatwaves with tailored messaging about Coolcations.
• Optimising Your SEO: Ensure your website ranks for terms like "cool getaways," "New Zealand winter trips," and "escape the heat."
• Social Media Campaigns: Share eye-catching visuals of winter landscapes, cosy accommodation, and seasonal activities.

4. Promote Unique Cultural Experiences

Northern Hemisphere travellers are often drawn to authentic activities unique to your destination and can appeal year-round. Stand out by showcasing relevant attractions for your area:

• Maori Culture: Promote Matariki events, cultural performances and attractions
• Local Flavours: Feature winter-themed food festivals, wine tastings, or farm-to-table dining experiences.
• Artistic Highlights: Highlight galleries, artisan workshops, and cultural festivals that add depth to the visitor experience.

5. Emphasise Sustainability

Modern travellers are increasingly eco-conscious. Position your business as an environmentally friendly choice by:

• Showcasing eco-certified operations and sustainable practices.
• Highlighting nature-based activities like eco-tours, stargazing, or conservation projects.
• Partnering with local initiatives, such as tree planting or wildlife preservation efforts.

2025: The Year of Coolcations

By targeting the Coolcation market, your tourism business can attract travellers seeking a refreshing escape from summer heatwaves and crowded expensive destinations. With tailored packages, eco-friendly practices, and engaging marketing strategies, you can make your business a go-to choice for Northern Hemisphere visitors.

Ready to position your business for the "Coolcation" market? Partner with Tomahawk to create campaigns that drive bookings and build your brand. Get in touch!