Home » EUROPE » Heatwaves And Tourism: How Soaring Temperatures Are Altering Travel Plans
Sunday, July 13, 2025
The very fast increase in temperatures in Europe has made the formerly enjoyed summer holiday an increasingly difficult experience in recent years. The rise in the severity and number of heatwaves is making extreme temperatures ruin vacations, including their most enjoyed European holiday destinations, for most travelers. This holiday destination is reshaping European vacations with travelers seeking cooler climes and something different from the usual sunny vacations.
Heatwaves: A New Challenge for European Tourism
Historically, the British and Irish have been drawn to the heat of southern Europe, with the Mediterranean sun being the epitome of a perfect summer holiday. However, the rising temperatures have begun to challenge this long-held tradition. The intense heat waves in destinations like Spain, Italy, and France are making outdoor activities, especially those involving cultural exploration, increasingly uncomfortable.
A friend of mine, Kate, a festival programmer from Scotland, recently experienced the harsh realities of European heatwaves while vacationing in Milan. Initially excited about the culture and sights, Kate quickly realized that the sweltering heat made it nearly impossible to enjoy the planned activities. “We soon realized that visiting museums without air-conditioning was unbearable in the afternoon heat,” Kate explains. They found themselves altering their plans, shifting their sightseeing to the cooler parts of the day, and spending more money on taxis rather than walking through the city’s streets.
Kate’s experience highlights a growing issue for tourists in Southern Europe. While the heat may once have been part of the appeal, it is now being viewed as an obstacle. For many, visiting museums, exploring historical sites, or even dining al fresco becomes uncomfortable when the temperatures soar above normal levels. For her, Milan, which was once an ideal holiday spot, became a stark reminder that extreme heat can pose a serious hazard, particularly for vulnerable populations such as children, the elderly, and those with health conditions.
A Rising Health Concern in Europe’s Heatwaves
Heatwaves across Europe are not just spoiling holidays but are contributing to a larger health crisis. According to recent reports from the European Union’s Copernicus Climate Change Service, the recent heatwave that affected 12 European cities caused over 2,300 deaths. The impacts are felt disproportionately by those working outdoors, such as construction workers, and other high-risk groups.
In addition to health risks, these prolonged periods of extreme heat serve as stark indicators of the ongoing climate crisis. As the planet’s temperatures continue to rise, Europeans are beginning to question the sustainability of their beloved summer holidays, which have been a longstanding part of their culture and lifestyle. The alarming rates of heat-related fatalities and the evidence provided by climate scientists suggest that the climate crisis is now directly affecting tourism in ways never seen before.
A Shift in Travel Preferences: Seeking Cooler Climates
As heatwaves continue to disrupt summer holidays, a noticeable shift is emerging in tourist behavior. Increasingly, travelers are seeking cooler, less crowded destinations. Places like Slovenia, the Azores, and the northern coasts of Portugal and Spain are experiencing a surge in interest as tourists opt for regions that promise relief from the scorching summer sun. Northern European countries, such as Ireland, Norway, and Switzerland, have reported a rise in visitor numbers this year, as travelers embrace cooler climates.
For example, Chloe, a public health professional, reflects on her recent summer vacation experience in the Côte d’Azur. Despite her initial desire for a picturesque Mediterranean escape, the unbearable heat forced her family to spend their afternoons inside their apartment, relying on air conditioning. “Every morning, instead of asking, ‘What do we feel like doing?’ it was ‘What can we handle in this heat?’” Chloe shared. This prompted her to rethink future vacations, preferring cooler alternatives like West Cork, Ireland.
The Changing Face of Mediterranean Tourism
The current climate challenges facing the Mediterranean are a far cry from its original appeal. In the late Victorian era, Mediterranean resorts like Nice, Cannes, and St. Tropez flourished as winter retreats for aristocrats seeking to escape the cold. These destinations, once known for their milder winters, gradually shifted their focus towards summer tourism after World War II, catering to a broader demographic of sun-seeking tourists. However, the intense summer heat that once made these resorts so attractive is now becoming a deterrent for many.
As history has shown, travel trends are fluid and can shift drastically over time. What was once a prime summer destination could quickly become unappealing due to extreme temperatures, and travelers are beginning to notice. For many, the Mediterranean summer is no longer the idyllic dream holiday it once was.
A Glimmer of Hope: Shifting Tourism Trends
Despite the challenges posed by the heatwaves, there is hope that the changing climate will encourage more sustainable tourism patterns. According to a McKinsey report, 80% of travelers visit just 10% of the world’s tourist destinations. With the rise of extreme temperatures, there is a growing awareness that overtourism in popular destinations leads to environmental damage, cultural strain, and infrastructure overload.
As people seek alternative travel experiences, they are becoming more interested in off-the-beaten-path destinations. For instance, Abercrombie & Kent’s European product manager, Robina Frosini, points out that more travelers are now gravitating toward lesser-known regions in Europe, opting for cultural experiences in cooler climates. In fact, the report suggests that shoulder season travel to locations like Tuscany and Bordeaux, and spring hiking in the Alps, are gaining popularity as tourists seek to avoid the oppressive summer heat.
Conclusion: Shaping the Future of European Tourism
The impact of the heat waves on traveling is undeniable, and it is reshaping how, when, and where travelers seek to go to Europe. While Mediterranean resort regions have long been the hallmarks of European holidays during the summer, the extreme heat is compelling travelers to cooler, less-crowded regions. This shift among travelers is coming with the promise of traveling more sustainably and responsibly, particularly as travelers begin to seek out places that fit their altered preferences and the contours of the threat from climate change.
With Europe’s summers getting warmer, tourism could be changed beyond recognition, with the traveling public favoring comfort and green credentials more and more over the age-old quest for sunshine. Maybe, the new direction will usher in the more variegated and green-oriented world of travel, in which fewer locations are sacrificed to the scourge of package tourism, and more get the year-round benefits that it brings.
References: European Union’s Copernicus Climate Change Service (C3S), European Environment Agency (EEA), UNWTO (United Nations World Tourism Organization)
Tags: Europe, france, ireland, Italy, lanzarote, mallorca, mediterranean, northern europe, Portugal, spain, Switzerland, West Cork
