Summer Travel Sizzles: Tourists Adapt to Extreme Heat
As global temperatures rise, the classic summer holiday is undergoing a transformation. Tourists are rethinking their travel plans, seeking cooler destinations and adjusting to the reality of climate change, as extreme heat becomes a defining factor in vacation choices.
A Fiery Summer in the Mediterranean
In the summer of 2023, Katie Piercefield-Holmes, alongside her family, journeyed to Rhodes, Greece, anticipating relaxation and sightseeing. However, relentless heat made even short walks unbearable, and wildfires added a dangerous element. Ultimately, the experience changed her family’s holiday habits forever.
During that same summer, scorching temperatures struck across Europe, especially in countries around the Mediterranean. Some regions faced daily highs of 40-45C. Over 47,000 heat-related fatalities occurred across Europe in 2023, with the majority in the southern regions.
Changing Holiday Habits
Climate change is prompting significant shifts in vacation planning. According to a report published in April by the European Travel Commission (ETC), about 81% of Europeans have adjusted their holiday arrangements due to climate change concerns. Almost a third of these individuals are choosing destinations with milder weather.
Ms. Piercefield-Holmes now revisits Greece with her family during the cooler months. She also plans for different activities. Simon Calder, a BBC The Travel Show journalist and broadcaster, notes that some families are opting for Easter holidays instead of summer ones.
Bas Amelung, a professor at Wageningen University, suggests that countries like Spain, France, Italy, Greece, and Turkey—popular for “sun and sand” vacations—may become uncomfortably hot in summer. A survey by the travel insurance company Insureandgo found that 75% of British adults believe some European destinations will be too hot to visit in the next five years.
Adapting to the Heat
Tourism is impacted by climate change in other ways, like rising sea levels and extreme weather events. The World Meteorological Organisation states that Europe is warming the fastest of any continent. Some coastal resorts, including those in the Caribbean, are under threat from rising sea levels, which could increase by about 0.8-0.9m by 2100.
Some resorts are adapting by promoting activities outside of peak season, such as the German highland region of Spessart, which focuses on year-round tourism with new trails. Teodora Marinska, chief operating officer of the ETC, notes that there is a reduction in summer travel to the Mediterranean, with more people traveling to the region outside of the traditional peak months. Data shows foreign arrivals in Spain increased almost 20% compared to 2019 levels in January and February of 2025.
The Future of Travel
Staycations could rise in popularity, with over half of UK holidaymakers considering them for climate-related reasons, according to Mintel research in 2024. Industry experts have observed a rising trend in travelers picking different, less common destinations in Europe for their summer breaks.
The shift in holiday patterns may be limited for those with school-aged children, but it is happening. Daniel Rolfe, who experienced the Rhodes wildfires during his honeymoon, says his family would consider wildfire risk when planning future trips. As Professor Amelung warns, persistent extreme weather could drastically change how people view the Mediterranean as a summer vacation spot.
