Every year it's the same story. In June, we can't wait for summer. By July, we're standing in front of a fan like it's some kind of sacred shrine, wondering if it's really normal for asphalt to reach almost liquid form. Maybe that's actually the perfect time to fix all the potholes on Slovenian roads. Just saying.
Then someone came up with a fancy new buzzword: coolcation.
Yep, you read that right.
Instead of travelling somewhere even hotter than home, people are now choosing destinations where summer is... pleasantly cool.
As if they'd just discovered cold water.
Bravo.
Some people have been swapping the beach for the mountains for years. But ever since TikTok and travel influencers got involved, everyone suddenly opened their eyes and realised they don't actually have to squeeze onto overcrowded Adriatic beaches. Turns out risking sunburn—and skin cancer—for the perfect tan isn't exactly trending anymore.
So naturally, everyone started heading to the Dolomites because it's cool, beautiful and... supposedly uncrowded.
Well, now the Dolomites are crowded too.
Bravo. Again.
In recent years, the coolcation trend has reached Slovenia's Alpine region as well. For many visitors, that still means the stunning emerald Soča Valley, Lake Bled with its famous cream cake, and the surrounding Julian Alps. It's the place to be for hikers, climbers, cyclists and basically anyone who owns more outdoor gear than everyday clothes.
The Slovenian Alps are actually quite a bit bigger than most people think.
They don't stop at the highest peaks of the Julian Alps. They also include Pohorje.
In fact, you could say the mountain chain begins right here, where the landscape slowly rises before growing into Slovenia's highest mountains. Sure, Rogla sits at around 1,500 metres above sea level, so we're not talking about dramatic alpine summits.
But it's more than high enough to escape the oven waiting down in the valley.
...and paying good money for it, you'll probably find yourself reaching for a light sweater on a summer morning at Rogla.
Can you imagine opening your window and being greeted not by a wall of hot air, but by the fresh scent of spruce forests?
It's real.
And it's surprisingly addictive.
Foto: Domen Hohler
While cars down in the valley are turning into Turkish saunas and people are arguing over who forgot to switch on the air conditioning, your biggest dilemma at Rogla is deciding whether to hike to the Lovren Lakes, jump on a bike, or simply wander through the forest.
Tough choices.
No extremes.
No feeling like the sun has a personal grudge against you.
No running into the nearest supermarket just to spend five minutes standing in front of the refrigerated drinks.
Instead, there's forest.
Lots of forest. Lots of shade.
And drinking water that comes straight from the tap.
These days everyone talks about sustainable tourism, slow travel and escaping the crowds.
Sometimes it feels like they're describing Rogla without actually mentioning it.
You don't have to fly to Northern Europe to find comfortable summer temperatures.
You don't have to fight for a square metre of beach towel that someone will inevitably step on anyway.
You can drive an hour or two from home and discover that real luxury isn't another infinity pool.
It's simply not being too hot.
Foto: Domen Hohler
Maybe we've all just slowly—and somehow very quickly—realised that summer isn't supposed to be a survival challenge.
That holidays aren't a competition to see who comes home with the darkest tan.
Sometimes they're about stepping away for a while.
Especially if you're already burned out.
Choosing forests instead of concrete.
Shade instead of scorching sun.
Fresh mountain air instead of air conditioning blasting so cold it feels like a polar bear is working behind the controls.
At Rogla, we don't really call it a trend.
Because it's always been like this.
