Abercrombie & Kent (A&K) has acquired Copenhagen-based Borealis DMC, which creates experiences across the Nordic region.
Operating from its Copenhagen headquarters, the DMC’s reach extends throughout Denmark, the Faroe Islands, Finland, Greenland, Iceland, Norway and Sweden. Its portfolio includes Northern Lights viewing, midnight sun encounters and private access to remote wilderness locations.
Borealis DMC is also recognised for its deep-rooted relationships with Indigenous communities and ability to unlock areas off-limits to the mainstream traveller, which aligns with A&K’s ethos of cultural immersion and local expertise.
Agents looking to send clients to cooler climes should take advantage of the rise in the ‘coolcation’ trend, with searches among UK holidaymakers up by 47% this summer, according to research by eDreams ODIGEO, a travel subscription company. It reports that UK interest rose for Sweden (+27%), Denmark (+16%), Finland (+14%), and Norway (+11%).
The same study also found that 49% of UK Millennials have altered travel plans due to extreme weather in the last five years.
“Clients are looking for something beyond the usual European circuits. Nordic itineraries offer a gateway to breathtaking contrasts: fjords and archipelagos, cutting-edge cities like Copenhagen and Helsinki, and remote Arctic landscapes where the Northern Lights dance overhead,” says Jennifer Charlton, SVP of Sales A&K for UK and EMEA Trade Sales.
“The region also has year-round selling opportunities with seasonal activities allowing you to match client interests and travel styles. Showcasing these incredible experiences demonstrates the regions breadth and with our DMC’s expertise we’re able to create tailored journeys offering adventure without compromise.”
Intrepid Travel has also reported a 50% jump in bookings to Iceland, Estonia, and Scandinavia for UK clients during July to August for this year. At the same time, bookings to southern Europe during that period fell 15%, with a shift toward spring and autumn.
Other travel forecasters, including Globetrender, have described summer 2025 as a turning point in European tourism, with “no destination being immune to climate volatility.” Many clients are now favouring quieter, off-peak, cooler locales.
Some ideal coolcation destinations include:
Iceland (Akureyri): Summer temperatures are around 10 °C
Tisvelde, Denmark: Pleasant beach weather at 18–21 °C
Nuuk, Greenland: A cool capital city, averaging 6–8 °C
Cortina d’Ampezzo, Italy (Dolomites): Alpine breezes at 17–19 °C
Lahemaa National Park, Estonia: Comfortable hiking temperatures at around 21 °C
