Europe’s heatwaves reshape summer tourism
Rising temperatures are pushing travelers away from traditional Mediterranean hotspots toward cooler destinations, forcing the tourism industry to adapt.
SPAIN, SOUTH DAKOTA — As another summer of record-breaking heat grips Southern Europe, tourists are increasingly rethinking their holiday plans. Temperatures soaring above 40°C across parts of Spain, Italy and Greece have prompted many travelers to cancel or shorten trips to traditional Mediterranean hotspots in favor of cooler destinations such as Scandinavia, the Alps and northern coastal regions.
Travel agencies and booking platforms are reporting growing demand for milder climates, while hotels, airlines and tourism authorities are adjusting by promoting shoulder-season travel and investing in measures to help visitors cope with extreme heat.
Daniel Scott is a Canadian climate change and tourism researcher whose work examines how rising temperatures are reshaping global travel patterns. For years, he has studied how extreme heat, wildfires and other climate-related events influence where and when people choose to travel.
As Europe experiences increasingly severe summer heatwaves, his research has become central to explaining why tourists are shifting to cooler destinations and why hotels, airlines and tourism authorities are adapting their strategies to meet changing travel demand.
Daniel Scott says rising temperatures and more frequent heatwaves are becoming an increasingly important factor in destination choice, prompting tourism businesses and governments to promote shoulder-season travel and invest in climate adaptation measures to protect visitors and local economies.
The trend is supported by growing evidence from both the tourism and climate sectors. International tourism reached approximately 1.4 billion arrivals in 2024, recovering to 99% of pre-pandemic levels, underscoring the scale of global travel, according to the UN Tourism Data Dashboard.
At the same time, a European Travel Commission survey found that 81% of European travelers are changing their travel behavior due to climate change, with many choosing cooler destinations or avoiding places experiencing extreme heat.
The shift is creating clear winners and losers across Europe’s tourism industry. Countries such as Spain, Italy and Greece, which have long depended on peak summer tourism, face the challenge of keeping visitors safe and sustaining local businesses as extreme heat becomes more frequent.
A visitor drinks water amid extreme heat conditions during Europe's ongoing heatwave in Europe on May 28, 2024 at 11:54 AM. Photo: iStock
Hotels, restaurants and tour operators in these destinations are investing in cooling infrastructure and promoting travel during the spring and autumn to offset declining summer demand. Meanwhile, cooler destinations such as Norway, Sweden and Finland are benefiting from increased visitor interest, giving their tourism sectors an economic boost.
Looking ahead, climate experts expect extreme heatwaves to continue to intensify across southern Europe. The key question is whether Europe’s iconic Mediterranean destinations can adapt quickly enough to remain attractive—or whether climate change will permanently redefine the continent’s peak tourism season.