The Hague sees 'coolcation' influx

The New York Times reported on August 5 that The Hague is drawing summer visitors looking for relief from heat in southern Europe, part of a broader shift toward cooler northern destinations. The paper said tourists were flocking to the Dutch city’s beaches, museums and hotel districts as heatwaves disrupted travel farther south. The report also said local leaders were wary of overcrowding even as the city benefited from the influx. The Hague has already been managing fast tourism growth, according to city and national tourism data. ### Why is The Hague attracting travelers this summer? The New York Times said on August 5 that travelers were heading to The Hague for respite from European heatwaves, describing the Dutch city as a “vacation hot spot” because it has stayed relatively cooler than parts of southern Europe. The report said the appeal rests on a mix of urban attractions and access to the North Sea coast. The Hague’s tourism agencies market that combination directly. Visit The Hague and the city’s broader destination platform describe The Hague as a city by the sea, centered on museums, the Binnenhof area and the beach districts of Scheveningen and Kijkduin. ### How much had tourism already grown before this “coolcation” wave? The Hague municipality said on April 11, 2025 that the city recorded more than 2.9 million overnight stays in 2024, up 74% from 2019. (politomix.com) The city said visitors spend more than 650 million euros a year and called The Hague the Netherlands’ second tourist city. (visitthehague.org) A 71% average room occupancy rate over the prior two years showed hotel demand had remained strong even as capacity expanded, the municipality said. City officials said the local government was considering allowing more hotel development, with the pipeline raised to 1,400 rooms. ### Why are officials worried about crowding if tourism is rising? (denhaag.nl) The New York Times said city leaders were concerned about overcrowding as visitor numbers rose in August. That concern fits with the Dutch tourism sector’s broader policy language, which increasingly stresses “balance,” visitor dispersal and the impact on residents. NBTC, the Dutch national tourism board, says it works on spreading tourism across places and seasons and on balancing benefits and burdens. (denhaag.nl) The Hague municipality has used similar language, saying future policy will focus on “spreiding in tijd en ruimte” — spreading visitors across time and place — while also emphasizing sustainability. ### How does the heat factor into the travel shift? RIVM, the Dutch public health institute, says heat can cause dehydration, heat stroke and other health problems, especially for older people, children and people with chronic illness. (politomix.com) The agency says the National Heatwave Plan is designed to warn organizations and caregivers when prolonged heat is expected. RIVM said on August 5 that the National Heatwave Plan was no longer active nationwide from 08:00 that day, though it also said authorities would remain alert for new hot periods. (nbtc.nl) That timing underscored the contrast between the Netherlands and hotter parts of Europe that have faced repeated alerts and travel disruption this summer. ### Is this just a one-off August story, or part of a larger tourism strategy? (rivm.nl) The Hague municipality said targeted campaigns had already been aimed at spreading demand beyond peak periods, including winter and September promotions that lifted hotel stays outside the traditional summer high season. The city also said visitors from Germany, Belgium, France and Spain had risen strongly with targeted marketing. (rivm.nl) The next test will come through the rest of August, when beach traffic, hotel occupancy and city-center crowding will show whether The Hague can absorb added summer demand while maintaining the visitor-spreading strategy described by city officials and NBTC. (denhaag.nl)