The traditional British summer holiday, once synonymous with sun-drenched beaches and coastal resorts, is experiencing a significant shift as increasing numbers of UK travellers opt for the refreshing air and scenic trails of the Alps. What was once predominantly a winter sports destination is now seeing its summer visitor numbers soar, with some regions reporting figures that rival or even surpass the bustling ski season.
This growing trend is underpinned by several factors, not least the increasingly extreme weather patterns across Western and Central Europe. As record temperatures become more commonplace, holidaymakers are actively seeking the cooler climates, glacier-fed lakes, and invigorating mountain air that the Alps offer. Anna Kell, a senior Europe specialist at Scott Dunn, highlights a particular surge in demand for the Italian Dolomites, noting that escaping intense Mediterranean heat is a primary motivator, especially for families with young children who struggle in high temperatures. Destinations like the Dolomites provide an attractive alternative, offering spectacular lakes and hotel pools alongside breathtaking mountain scenery, eliminating the need to choose between aquatic activities and alpine exploration.
Beyond the immediate appeal of cooler temperatures, climate change is also influencing travel patterns by extending the hiking season. Snow is melting earlier in the spring and returning later in the autumn, creating a wider window for walking holidays. This means iconic destinations such as St Moritz and Zermatt are now accessible for longer periods of the year, often with greater availability and better value outside of traditional peak times.
The shift isn't solely climate-driven; there's also a clear move towards wellness-focused travel. Modern holidaymakers, particularly millennials and Gen Zs, are increasingly prioritising health and wellbeing when planning their trips. The Global Wellness Institute reported that wellness tourism accounted for 7.8 per cent of all tourism trips in 2022, a significant increase from a decade prior, and projects this figure to rise to 8.3 per cent by 2027. Hiking has emerged as one of the fastest-growing segments within this market, combining physical activity with mental restoration and opportunities for social connection.
Ed Jackson, adventurer and founder of the Millimetres 2 Mountains Foundation, suggests that the COVID-19 pandemic fundamentally altered people's relationship with the outdoors. He posits that the temporary rationing of outdoor access during lockdowns made people acutely aware of the benefits of being outside. Jackson also views hiking as a perfect antidote to modern life, contrasting the stillness, screen time, and constant connectivity of daily routines with the active, unplugged experience of a mountain trek.