Last week, if you didn’t catch it, I explored the whirlwind onset of high season—the grind between calm and chaos—and how, once that busy period settles in, things most often smooth out. One of the ongoing challenges in our industry, on many levels, is balancing business demands with personal balance. This naturally brings the idea of shoulder season, and even low (or off) season, to the forefront—not just in conversations with my clients but across the travel industry as a whole.

Many destinations around the world have pushed back against the overwhelming surge of tourism. This pushback isn’t just about protecting economies or cities; it’s about preserving the lives of local people. We’ve seen it in places like Venice, Barcelona, and Dubrovnik—cities overwhelmed by cruise ship passengers, where locals have found themselves struggling to live in their own homes. Protests have erupted, cruise lines have been ousted, and restrictions have been put in place because ultimately, the impact falls hardest on communities, and not in a good way.

The travel industry—guilty as charged—has had to find ways to balance sharing the world with visitors while being mindful of these pressures. Some solutions have come proactively; others have been imposed by necessity. For example, no cruise ships are allowed to dock directly in Venice anymore. Instead, they unload in towns outside the city, and visitors are bussed in. Venice even started charging an entry fee a year or two ago during high season to help regulate tourist numbers and spread out visits. That high season, which used to be a compact June, July, and August, has stretched longer over recent years.

Focusing on American travelers, who historically have flocked to the summer months, airlines and the industry itself have tried to expand the shoulder season. What once was simply May and September became a longer window—sometimes from May through September—because demand never waned. Prices reflected that, effectively stretching high season to five months. The hope was to diversify travel over a longer period, easing congestion, but post-pandemic demand actually intensified.

So, what do we do? How are destinations evolving to welcome travelers without becoming overwhelmed?

Generally, the answer has been to extend the travel season—especially when weather remains pleasant, like here in Italy during April and October. In my view, even March falls into shoulder season, offering fewer crowds, better value, and often a richer experience. I recognize this isn’t possible for everyone, but it’s a worthy option.

This topic is gaining serious attention in the travel industry. In fact, I’ll be attending an event this June in London called SHOP—short for Shoulder & Off Peak. It focuses on how destinations can stand out during these less-traveled times, highlighting experiences designed to attract visitors year-round. I’m impressed by how hard destinations, tour companies, and hotels have worked to develop enticing activities in these off-season months.

It's crucial we understand the value in spreading the travel “wealth” throughout the year, rather than packing it all into a few summer months. Again, I’m speaking mainly about the American market, as the summer months have traditionally defined high season. While that tradition is loosening—due to changing work habits, remote jobs, social media influence, and shifting family structures—the summer core remains strong.

I firmly believe destinations offer incredible opportunities in the off and shoulder seasons—even places like Iceland where winter days are short still have magic to share. Expanding travel possibilities beyond peak months isn’t just smart; it’s necessary. Sure, not everyone can be flexible with timing, but I’ve always been someone who thinks outside the box—traveling off the beaten path, challenging traditional 9-to-5 thinking, and encouraging learning through experience, even if that means taking kids out of school for a week during quieter times.

For the good of our planet and its people, we must consider new ideas. Destinations increasingly focus on what they can offer in the low seasons, and I’m genuinely excited to bring those ideas back from the SHOP event.

What do you think? From a business perspective, having more steady streams of travel is attractive. And yes, as I mentioned last week, I still thrive on the chaos of travel’s busy peaks. But at this stage of my professional life, I’ve grown accustomed to the ebb and flow.

More importantly, for the benefit of local communities and travelers alike, it’s worth seriously considering what travel during less busy months can offer—for everyone’s long-term good.

As travel professionals and travelers, embracing shoulder and off-peak seasons isn’t just about beating the crowds or scoring better deals. It’s about respecting destinations and communities, spreading the joy—and impact—of travel more thoughtfully throughout the year.

I’d love to hear your thoughts:

Have you ever traveled in the shoulder or off season? What was that experience like?
How do you feel about restrictions on cruise ships in historic destinations?
How can we, as travelers, balance our wanderlust with respect for the places we visit?
Let’s keep the conversation going—and together, help create travel that benefits the planet, the people, and ourselves.

If you want to explore travel beyond traditional seasons, or find new ways to experience your favorite destinations more sustainably, 

\Last week, I opened up about some of the serious challenges behind the scenes in travel planning—unexpected disruptions, Force Majeure situations, and the constant need to adapt on the fly. This week, I want to share what it’s really like living the daily reality of a travel professional—where chaos and calm collide with every sunrise, and a cup of coffee is never quite enough. Whether you’re a fellow traveler or industry friend, I hope this gives you a better peek into the passion and grit that keep Wandering Puffin moving forward.

The Never-Ending Dance of Chaos and Calm
Nearly 30 years in this vital, ever-changing industry have taught me that the balance between chaos and calm is a daily battle. When one fire is put out, another flame often springs up—usually when you think you finally have things under control. The calm moments? Rare and sometimes just a deceptive lull before the next challenge.

I won’t say I don’t thrive on chaos—I do. When clients admire the glamorous side of travel, visiting amazing destinations, I remind them it’s a choice that comes with trade-offs. Many hours—8 to 10 daily—go into hotel inspections, partner meetings, detailed planning, and resolving unexpected issues. Unlike large agencies that can spread tasks among many team members, as a one-person operation I wear both the owner and employee hats. That’s both the challenge and the joy of running Wandering Puffin.

Wearing All the Hats: Owner, Advisor, and More
Despite the hectic pace, I love what I do—especially when meeting clients in person. Those moments add meaning to an already fulfilling profession. I’m supported by accountants, lawyers, social media experts, and partners who share about 35% of my bookings, but the ultimate responsibility for client concerns rests with me.

People often say, “You have such an amazing life.” And yes, it’s special—but I believe in sharing the realities too. Travel planning isn’t all fun and games; the value of experience often makes the difference between a smooth journey and frustration.

Changing Seasons and Shifting Trends
Historically, May has been a quieter shoulder season, but the world has changed. Travel demand has exploded, even in turbulent times, and May is shaping up to be one of the busiest months I’ve seen lately. Clients this month are heading to Germany, northern Italy, Switzerland, France, Spain, the Arctic, and beyond. For those who think I only focus on Europe, I’m also arranging trips to St. Croix and a South African safari later this year.

Planning and preparing itineraries for such a variety of destinations means long days and tight deadlines. Thankfully, electronic documents help save time, reduce waste, and keep things organized. Still, balancing personal and professional demands, plus seasonal shifts and new trends, keeps me on my toes.

Passion Beyond a 9-to-5 Job
This isn’t a typical 9-to-5 “job”; it’s a passion that doesn’t respect bankers’ hours. Ideas and solutions come at all hours—for instance, I’m writing this at 3:00 a.m. when inspiration struck. Some nights, it’s about organizing e-portfolios; others, it means catching a quick nap before a full day of client work.

Over time, I’ve learned to streamline processes—moving from paper to paperless, adapting to new technology while still accommodating clients who need printed materials. It’s a balancing act, especially as high season creeps earlier each year.

Embracing the Challenge and Reward
The ebb and flow of client bookings, external disruptions, and shifting travel trends mean that travel professionals must be ready for anything. While the “chaotic heartbeat” of the industry can be exhausting, it’s also what keeps it interesting—and rewarding.

When I’m out on the road (my “working holidays”), I recharge both personally and professionally, gaining fresh perspectives that fuel the work ahead. My systems aren’t perfect, but the drive to improve never fades.

At the end of the day, this industry is about trust and relationships—not a commodity to be bought or sold cheaply. And that’s why I push through the chaos and calm every single day.

Let’s Keep the Conversation Going
What’s your experience with the ups and downs of travel—or managing chaos in your own line of work? How do you find calm in unpredictable times? If you’re a traveler wondering about the realities of working with a travel professional, or a fellow advisor navigating this ever-changing business, I’d love to hear your thoughts.

Thank you as always for supporting my little crazy world across the pond. If you’d like help turning your travel plans into memorable adventures amidst whatever challenges come your way, reach out anytime at [email protected].

Here’s to embracing the journey—chaos, calm, and all!

Why So Many Countries Start with “S”
Sweden, Switzerland and Swaziland—well, it used to be called Swaziland until 2018 when it officially changed to Eswatini—so I guess there are only two countries starting with the “Sw” combination of letters, not three. But there are, in total, officially 26 countries in the world starting with S.

Given that there are officially 195 countries—193 UN member states and two non-voting entities, the Holy See (Vatican City) and the State of Palestine—that is 13.3% of the world’s countries starting with the letter S, more than any other letter. Why do you think this is?

I guess having “South” or “Saint” in your country’s name helps a great deal. The next highest letter to start a country’s name is M, with 9.23%, much lower than S. Letters like O, Q, and Y each represent only one country, and “X” does not mark the spot—there are no countries starting with that letter.

Why write a blog about this? Glad you asked. As I was finalizing my time in Sweden before returning to Rome, I thought about the “Sw” connection and how this led me down an interesting path.

Simply some trivia—perhaps intriguing to some, less so to others.

Have you ever started thinking about one thing and then it led to another, opening doors to new ideas or ways to arrange, write, or approach something? That’s how I look at travel planning and the world’s possibilities—whether it’s geopolitical situations, weather considerations, or simply flipping the script to solve a challenge creatively.

When I present travel programs or itineraries to clients, I don’t offer just one option. I keep an open mind and look beyond traditional solutions.

Right now, I’m managing trips affected by travel disruptions—clients headed to South Africa, where severe flooding has damaged infrastructure, camps are full, and alternatives need to be found quickly. Likewise, a client traveling with family to a business meeting in a small French town not connected by train requires a balanced, unique solution.

What is Force Majeure and Why It Matters
Force Majeure is a legal term meaning “superior force.” It covers unexpected events outside anyone’s control—natural disasters, war, government restrictions—that prevent contractual obligations from being met.

In travel, Force Majeure means plans can change suddenly, despite careful planning. No matter how much attention goes into a trip, sometimes external events beyond our control force adjustments.

Real Travel Challenges: From Sweden to South Africa
Keeping an open mind can lead down rabbit holes—sometimes I go too far and have to dig myself out. Even with the best efforts, perfect solutions aren’t always possible.

Travel is fluid. We try to keep the status quo, but acts of God, war, and unforeseeable events intervene.

As travel professionals, we strive to deliver satisfying outcomes, weighing factors like safety, location, quality, and availability.

We’re not perfect; mistakes happen, but they’re never for lack of trying.

Reflecting on my recent 12-day working holiday in Sweden, only two hotel stays lasted two nights, the rest were one night each. That meant a lot of packing and unpacking, leaving me quite tired. Getting good rest at home helped, but the challenges keep surfacing.

I have an uneasy feeling that some clients might not be satisfied, no matter what alternatives I propose.

Still, I’m fully engaged in finding solutions and keeping clients informed and happy—even if it costs me financially or otherwise.

It’s my responsibility to find a viable path and maintain client satisfaction. I’m too invested to simply walk away.

That uneasy feeling stems partly from a client’s resistance—expressed in email—to any changes that might raise costs, caused by the fluid situation beyond my control and that of my trusted partners in South Africa.

This is a Force Majeure situation. Despite pushback, quitting is not an option.

Sometimes I’m willing to take a loss to uphold my integrity, especially in this litigious society.

Only once before, during the pandemic, did a client openly threaten legal action, and that was eventually resolved.

In both cases, contracts were signed and acknowledged upfront, so clients understood the rules.

Even then, some still threatened legal action, but I stood my ground.

Over time, situations were resolved, and while refunds were delayed through no fault of mine, all monies were returned.

Why Travel Professionals Make a Difference
Some things—good or bad—are simply not in our control, but we do our best.

Imagine if clients had booked trips independently, unaware of travel rules and risks.

Without a travel professional’s advocacy to manage unpredictability, they’d be dealing with disruptions alone—subject only to their own mistakes and potential blame.

If I’m at fault, I take responsibility. If clients make errors, they sometimes look to scapegoat.

But when it comes to Force Majeure, no one controls these events.

We must respond with empathy, especially having experienced challenges ourselves, and remain level-headed while clients may be more emotional.

We all crave stability, but that’s naïve given today’s unpredictable world.

Handling the Unexpected with Grace
I planned to share about the final days of my Sweden trip—its beauty above the Arctic Circle, meeting potential partners, and having been on the road for 12 days, the longest since before the pandemic.

But as I wrote, one thought led to another.

I want readers to understand: we’re human.

We may think we control our environment, but that’s not always true.

Issues appear unexpectedly.

It’s how we handle them—with professionalism and grace—that counts.

Sometimes, outcomes aren’t what we or clients want, but they are the best possible under the circumstances.

As Jack Reacher says, “If there is only one solution, it is the best solution.” Not necessarily the perfect one.

Ultimately, my colleagues, partners, and I want the best for our clients.

We try hard, but sometimes compromise is what keeps the journey moving smoothly.

Thank you, as always, for supporting the crazy world of the Wandering Puffin.

It is truly appreciated.

We’d Love to Hear From You!
Have you ever encountered unexpected travel disruptions? How did you handle the change?
What are your biggest concerns when planning a trip in today’s unpredictable climate?
How important is having a travel professional to advocate on your behalf during challenges?
Have you heard or experienced issues related to Force Majeure in travel?
What qualities do you look for in a travel advisor when facing uncertain situations?
Feel free to share your experiences or questions in the comments or get in touch—we’re here to help navigate the adventure together.

If you’d like to travel confidently, knowing Wandering Puffin has your back, even when plans shift, please reach out anytime at [email protected].

Together, we’ll turn travel challenges into opportunities.

What unique travel rituals help you feel at home on the road?

Travel is an Adventure, Experience It!
This week brought history, culture, wild nature, and heartfelt hospitality across Swedish Lapland and Finland. I’m energized and inspired to craft unforgettable trips for you—whether it’s here, in Scandinavia, or anywhere in the world.

Thank you for following along! The world is full of stories waiting for you—what’s your next chapter?

If Swedish Lapland intrigues you or if you want personalized advice on planning an immersive cultural trip, get in touch anytime. Remember:

“Travel is an Adventure, Experience it!”

Of course, many do not exist anymore, but others keep popping up and so, my list will continue.

Not as intensely as before, but they may come into play.

In the end, had classic Buffalo Wings and Ribs and enjoyed some nice conversation which always seems to be the case when I go to a Hard Rock café, Rock Shop, hotel and/or casino.

So, in the end, I had left my hotel about 8:00 am to get to my first stop and got back to my hotel about 11:30 pm and 14 kms walking later, that was my day in Stockholm.

Not classic, but very different.

Could I have come in a day earlier, of course, but I was very proud of what I accomplished in a day, but yes, there is so much more to see.

Have you ever done a one-day marathon of a destination? Where, when and most importantly, why?

What’s one travel experience that changed the way you see a place or yourself?

If you could explore any city like I did Stockholm in just one day, where would you go and why?

Thank you for sharing and your support.

Now I wait to board my plane in about 30 minutes or so and off to the Swedish Lapland and looking forward to sharing my experiences next week.