In 2026, a significant shift in travel preferences is emerging, as more people opt for cooler destinations over traditional sun-soaked locales. This trend, known as “coolcation,” combines the allure of cooler climates with vacationing, driven by increasingly intense summers. Since 2024, there has been a notable rise in demand for trips to cooler regions, spurred by climate change and heatwaves, with travel operators reporting a surge in this type of tourism.
In Europe, countries like Iceland, Norway, Switzerland, and Ireland have become popular for their cooler climates. In Brazil, while winters are milder, mountainous and high-altitude areas are gaining traction as alternatives for those seeking a break from the heat. The state of Rio Grande do Sul is a notable example, but regions in São Paulo are also becoming attractive due to their accessibility, culinary offerings, natural beauty, and pleasant weather.
Cooler climates offer several advantages: improved sleep quality, seasonal culinary experiences, comfortable nature tourism, reduced physical strain, and landscapes associated with sophistication. Notable examples include Switzerland, known for its luxurious cold climate, and Norway, famous for the Northern Lights and boutique hotels. In São Paulo, Atibaia emerges as a strategic choice for enjoying cooler temperatures without long or expensive travel.
Located about 65 km from São Paulo, Atibaia offers a convenient escape with its moderate altitude, green spaces, and rural tourism. The city experiences cooler mornings and evenings in May and June, making it ideal for charming accommodations, special coffees, wines, fireplaces, and nature experiences. Alongside Bragança Paulista, Santo Antônio do Pinhal, and São Bento do Sapucaí, Atibaia is recognized for its appealing winter climate.
May and June provide a strategic combination of mild temperatures, fewer tourists, and potentially balanced prices compared to the crowded July holiday season. This shift aligns with the growing trend of proximity tourism, where Brazilians favor short, car-based trips focused on relaxation and experiences. Atibaia benefits from its proximity, pleasant climate, natural beauty, and charming accommodations.
The appeal of cooler destinations extends beyond temperature. The emotional aspect of a mild winter experience—wearing coats, enjoying wine, and relishing a cloudy morning or cool night—adds to the allure. This trend suggests a repositioning opportunity for regions like Atibaia, Bragança Paulista, and the surrounding areas, as escaping the heat becomes a new luxury for many Brazilians.
