It was the kind of afternoon that makes Kamloops shimmer — sunlight dappling through ponderosa pines, the hush of the hills carrying a whisper of summer. But as I sipped my espresso on the patio of my favorite downtown café, the conversation at the next table turned to a far more European kind of summer.

“We’re skipping the States this year,” one said. “Thinking Norway — or maybe the UK countryside. Just something slower, quieter…and hopefully fewer crowds.”

She’s not alone.

This summer, more Canadians are opting out of traveling to the U.S., and the reasons are as practical as they are political. For starters, the Canadian dollar doesn’t stretch nearly as far south of the border as it used to. With exchange rates hovering close to 72 cents on the dollar, a simple family holiday to Disneyland or a long weekend in Seattle can quickly become cost-prohibitive — especially when you factor in accommodation, meals, and transportation.

But it’s not just currency. The re-ignited trade tensions between the U.S. and Canada, spurred by former President Trump’s renewed tariff push, have further cooled cross-border enthusiasm. For many Canadians, it’s not just about price—it’s about principle.

“At the rate I’ve been canceling Alaskan cruises, that will be the deal of the summer,” says Roxanna Ferguson, an Independent Advisor with Direct Travel. “The majority of the people that might have gone to the States are definitely going elsewhere. I haven’t seen a lot of deals anywhere — except where Canadians are not keen to go.”

For some, that means staying closer to home. But for others, it’s become the perfect excuse to look across the Atlantic for something more refreshing, both in experience and climate.

Cool Is the New Hot

Welcome to the rise of the cool-cation — a travel trend that’s quietly gained momentum over the last few summers and is now taking center stage. After years of sweltering European heat waves and packed beaches, travelers are choosing destinations where the air is crisp, the landscapes wild, and the crowds considerably thinner.

According to Virtuoso’s latest summer travel report, bookings to European countries with more moderate summer climates are up a staggering 263 percent year-over-year. Iceland, Norway, Sweden, Finland, and Denmark are leading the charge, offering a version of summer more about fjords and forest hikes than sunburns and sandy flip-flops.

Even ski towns — typically considered off-limits in the warmer months — are experiencing a dramatic rebrand. Alpine destinations like Courchevel in the French Alps have seen a 132 percent increase in bookings for summer, while St. Moritz in Switzerland is up 153 percent. The biggest surprise? Val-d’Isère has seen bookings skyrocket by 457 percent compared to last summer.

Without snow, these places take on a different kind of magic — flower-filled trails, glacier-fed lakes, and long dinners on sunlit terraces where the evening air cools just enough to warrant a sweater. It’s luxury without the fuss, adventure without the crowds.

And you don’t have to cross an ocean to find that kind of summer. Just 45 minutes from Kamloops, Sun Peaks sheds its snow for singletrack come summer. The alpine village transforms into a playground for hikers, bikers, golfers and paddlers eager to explore wildflower meadows and high-country lakes beneath cloudless skies. There’s live music in the village square, lift-accessed trails and just enough European charm to make it feel like a mini mountain escape — without the long-haul flight. For many locals, it’s a reminder that the best “cool-cation” might be in our own backyard.

For those who urge to escape BC, travelers also discover that Europe’s cooler corners often offer better value — especially when compared to the sticker shock of popular U.S. destinations. Countries like Austria (+254 percent), the Czech Republic (+309 percent), and Hungary (+143 percent) are offering upscale experiences at a fraction of the price of Paris or Rome, with the added bonus of elbow room and authenticity.

And it’s not just about escaping the heat — it’s about changing the pace. Travelers, especially Canadians, seek something that feels more grounded and real—less Instagram, more immersion.

Countryside Charm

While many travelers still dream of European summers, the dream itself is evolving. Gone are the days when Paris in July or Rome in August felt aspirational — these days, the real luxury is found in the quiet corners just beyond the spotlight. And nowhere is that more evident than in the UK countryside, which has seen a 173 percent increase in bookings, according to Virtuoso.

Forget the hustle of London or the selfie queues at Edinburgh Castle. This summer, Canadians are opting for the rolling hills of the Cotswolds, the dramatic moors of Yorkshire, and the misty lochs of the Scottish Highlands. They’re trading tube maps for winding country lanes and chain hotels for family-run manors with creaky staircases and fireside tea service.

It’s a version of Europe that feels more like a deep exhale — less itinerary, more meandering. Days begin with a walk to the village bakery, followed by a visit to a local market or a pint in a 500-year-old pub. Afternoons might be spent wandering castle ruins or rambling across sheep-dotted hillsides, with the only deadline being when the scones come out of the oven.

If there’s one place I haven’t stopped thinking about, it’s the Scottish Highlands — specifically, a quiet bend in the River Dee just down the road from Balmoral Castle.

I had the chance to visit Braemar, a tiny storybook village in the Cairngorms, where I joined a local guide for a wild swim in the crisp, peaty waters of the Dee. The air was sharp, the current bracing, and the clarity that followed, unlike anything I’ve ever experienced at a spa or plunge pool. Afterward, we thawed out in a riverside wood-fired sauna, sipping whisky toddies under a soft Highland sky.

It wasn’t just the scenery — the stillness, the slowness, the sense that I’d tapped into something ancient and alive. I’ve been dreaming of returning ever since, this time for longer. That’s the kind of travel people are chasing now. Not just a vacation but a feeling they want to carry home.

For Canadian travelers — especially those from the interior of BC — there’s something deeply familiar about the UK’s wide-open spaces and pastoral pace. It’s not unlike home but with that extra layer of history, charm, and storytelling built right into the walls.

Plus, it’s cool. Literally.

With summer temperatures often hovering in the low 20s Celsius, the UK countryside is an ideal escape for travelers looking to avoid the oppressive heat that’s become increasingly common across southern Europe and much of the U.S.

It’s also more accessible than people might think. With more direct flights into smaller regional airports — like Bristol or Inverness — travelers can often bypass the bigger hubs entirely. And once you’re there, it’s easy to rent a car, follow your curiosity, and get pleasantly lost for a while.

Whether it’s the Highlands of Scotland or a weekend in Sun Peaks, this summer is all about travel that feels cooler in every sense of the word. Less rush, more room. Less heat, more heart.