To those of you in hot countries, how popular is it to go on holiday in colder countries with the intent of getting cold and rainy weather, and which countries in particular?

I've always loved the TV interviews with tourists in Northern Norway who are grinning from ear to ear, thrilled with the cold, pissy weather. But are these tourists outliers, or has "cold and rain" tourism become a thing, as a contrast to the warmth and sunshine people in Northern Europe seek?