Rising temperatures across Europe are reshaping holiday choices, with extreme heat increasingly deterring travellers from traditional summer destinations. A recent survey by travel insurer Staysure found that 88 per cent of UK travellers are reconsidering their summer holiday plans, with 22 per cent citing extreme temperatures as a primary concern.
For some, a single heatwave has been enough to alter future travel habits. Kate, a Scottish festival programmer, described her Milan trip as a wake-up call: the heat made visiting museums without air-conditioning unbearable, forcing her to rebook activities for early mornings and evenings and rely on taxis for short journeys. “I realised extreme heat can be a hurdle – perhaps even a hazard – on holiday,” she said.
Similarly, Colm, an e-learning worker from Dublin, changed his annual cycling holiday after one excessively hot year in Mallorca forced the group to start at 5am. They now opt for cooler northern European destinations like Switzerland. “A bit of drizzle is nothing compared to cycling in extreme heat,” he noted.
The travel industry is responding to this shift. Robina Frosini, European product manager at Abercrombie & Kent, reports growing interest in cooler climates and less-touristed regions such as Slovenia and the Azores, as well as a move towards shoulder season travel. “Travellers are choosing spring wildflower hikes and fall vineyard tours over peak summer heat,” she said.
The trend comes amid troubling climate data. According to the EU’s Copernicus Climate Change Service, last month was the planet’s third-hottest June on record. Scientists estimate that a recent 10-day European heatwave caused more than 2,300 deaths across 12 cities, disproportionately affecting vulnerable populations.
As traveller habits evolve, some experts hope this will alleviate overtourism in hotspots. A 2024 McKinsey report indicated that 80 per cent of visitors concentrate on just 10 per cent of destinations, causing infrastructure strain and damage to natural and cultural sites. The shift towards cooler, less crowded alternatives may offer a sustainable path forward.
