Editorial: Estonia’s cool opportunity

As much of Western Europe becomes unbearably hot, Estonia has a chance to turn its climate, space and slowness into a serious tourism advantage. Europe’s summer holiday map is being redrawn. For decades, the logic was simple: go south. A proper holiday meant heat, glare, sand, wine and a certain amount of voluntary dehydration. The Mediterranean had the weather, the mythology and the market. That bargain is becoming less attractive. A summer of 40°C (104°F) streets, overheated trains and nights spent negotiating with a hotel air conditioner is not everyone’s idea of civilisation. Climate change has not abolished the appeal of the south. Continue reading Editorial: Estonia’s cool opportunity at Estonian World.