Sweltering conditions in southern Europe are prompting more tourists to seek cooler climates or travel during off-seasons to avoid the extreme heat.
Europe is experiencing some of its highest summer temperatures, with a heatwave expected to push temperatures close to record levels soon. Recent heatwaves have seen temperatures soar over 45 degrees Celsius (113 Fahrenheit) in parts of Greece, eastern Spain, and southern Italy.
The European Travel Commission (ETC) reported a 4% decrease in travelers planning trips between June and November compared to 2022, though the figure remains high at 69%.
Spain remains the top destination, followed by France, Italy, Greece, and Croatia. However, Mediterranean destinations have seen a 10% drop in popularity from last year’s record-hot summer.
Conversely, the ETC noted increased interest in destinations like the Czech Republic, Bulgaria, Ireland, and Denmark, as travelers seek less crowded, cooler locations.
Greece battles wildfires, causing mass evacuations and highlighting the need for climate action.Many are also opting for more affordable or off-season trips to manage costs, with nearly a quarter of respondents expressing concerns about rising trip expenses and 8% worried about extreme weather.
Greece, a popular Mediterranean spot, has been battling devastating wildfires, leading to the unprecedented evacuation of 19,000 people from Rhodes. Tourists evacuated from their hotels have been sheltering in airports, sports halls, and on the streets.
Bill McGuire, a climate hazards expert, warned that such disruptions are likely to become more common in southern Europe during summer months, emphasizing the role of holiday flights in exacerbating global warming.
Scientists and the U.N.’s World Meteorological Organization stress the urgent need to reduce greenhouse gas emissions and adapt to the new climate reality.
Meanwhile, countries like Estonia, with summer temperatures around 20 degrees Celsius, offer cooler alternatives. However, marketing these colder climates is challenging. Rainer Aavik of Enterprise Estonia noted that while Estonia promotes its Nordic experience and natural environment, positioning against warmer countries may not be sustainable long-term.