Parts of France, Spain and Italy have all been badly affected by wildfires, and travel experts are pointing UK holidaymakers towards cooler alternatives this summer
Robin Cottle Assistant Editor Trendswatch
17:00, 29 Jul 2026
Wildfires are ravaging parts of Europe(Image: AFP via Getty Images)
The school summer holidays have arrived, and some families are weighing up where to head for their sun-soaked getaways.
However, wildfires are tearing through countries that are typically favoured by British holidaymakers, and this could throw plans into disarray.
Regions of France, Spain and Italy have all been severely impacted by the crisis, with the primary cause being temperatures exceeding 40C in certain areas.
If the devastating fires understandably deter people from traditional Mediterranean destinations, travel specialists have joined forces to recommend alternative locations to consider this summer.
Reach PLC consulted various travel industry professionals, and many pointed towards the same country. Several experts recommended visiting Norway, and Scandinavia more broadly, owing to the milder temperatures associated with heading north rather than south, reports the Express.
Norway offers some stunning views(Image: Getty Images/iStockphoto)
Emily Grossman, travel expert with the site TrustedHousesitters, said: “For holiday travellers still weighing up their plans, it’s worth considering destinations less exposed to extreme heat and drought.
“We’re already seeing cooler summer climate choices reflected in TrustedHousesitters’ booking data. House-sitting stays in Norway up nearly 30% year-on-year, and Denmark is up over 24%”.
Norway was also amongst the suggestions put forward by Jacqueline Mondelli, of travel insurance marketplace Squaremouth. She continued: “Similar to last summer, we’re seeing coolcations draw travellers away from the traditional European hotspots like Italy, France, and Spain, in lieu of cooler climates and outdoor adventures.”
France’s president Emmanuel Macron called the escalating situation the nation’s worst wildfire crisis since World War Two, with firefighters battling blazes round the clock.
Norway is easy to reach from the UK(Image: Getty Images)
Fires are also raging across Spain while active infernos persist in northern and central Portugal, as well as in Sicily and sections of southern Italy.
Alicia Hempstead, travel insurance expert at MoneySupermarket.com, also proposed that prospective holidaymakers might consider planning a summer getaway to Scandinavia.
She explained: “As wildfires are unpredictable and can arise at any moment, especially during periods of extreme heat, it’s difficult to say where people should choose instead.
Experts says UK travels are looking towards ‘coolcations’ this summer(Image: Getty Images)
“However, the safest approach would be to choose destinations that are less prone to extreme heat, for example, countries in Scandinavia such as Denmark or Sweden.”
Tim Gunstone, from HotelPlanner, concurred. He remarked: “Tourists are choosing cooler European destinations and to travel to the hottest destinations in October rather than August.
“The biggest winner has been Scandinavia. This has seen August bookings grow by a massive 120%.”
Bryce Collins, founder of INTRO Travel, commented: “If you’re set on Europe, head north. The nordics rarely see the extremes, and anywhere on a coast or a big lake stays cooler, there’s something calming about having all that water around.”
Norway, Denmark and Sweden are all straightforward to reach from the UK, with direct flights available from numerous British airports.