Extreme heat "changes" the tourist map - Over 80% of Europeans are choosing new destinations because of the climate
Climate change and the extreme heat waves of recent years are changing travel habits, redrawing the tourism map and creating new challenges for traditional Mediterranean resorts such as Greece, Italy and Turkey.
The 2023 heatwave hit much of Europe, especially the Mediterranean, with temperatures reaching 45 degrees Celsius. In total, more than 47,000 heat-related deaths were recorded across Europe that year, most of them in the south of the continent. Although 2024 was not as extreme, scientists are convinced that human-caused climate change is leading to more frequent and intense heatwaves around the world. But these changes have also transformed the tourism industry.
81% of Europeans say they have changed their holiday plans due to factors related to climate change, according to a report published in April by the European Travel Commission. Almost a third are now choosing destinations where the weather is milder. Industry experts say many families are choosing to spend their main holidays at Easter instead of the summer months. "Countries such as Spain, France, Italy, Greece and Turkey, which currently attract traditional tourists seeking sun and sand, could become too hot to welcome them," explains a professor at Wageningen University in the Netherlands.
But it's not just about heatwaves, as climate change is also affecting tourism in other ways. Sea levels are predicted to rise by about 0.9 meters by 2100. This could threaten long-standing coastal resorts, such as the Caribbean.
According to the World Meteorological Organization, Europe is the fastest-warming continent on the planet. Overall, 8% fewer people plan to travel to the Mediterranean this summer compared to last year.
More and more people seem to be traveling to the region outside of the summer months. Greece saw a 20% increase in spring tourism in 2024, compared to the same period in 2023. Also, foreign arrivals to Spain exceeded 10 million in January and February 2025, an increase of almost 20% compared to 2019 levels.
Authorities in some countries are embracing the new trend, adding more flights in the winter season. For example, the German mountain region of Spessart in Bavaria is shifting its focus to year-round tourism, promoting activities such as hiking, cycling and wellness. While cities in Spain are offering evening markets and indoor activities during the hottest hours of the day.
In this context, colder destinations, such as Scandinavia, are gaining ground. Also, some coastal alternatives in Europe are becoming increasingly popular. These are countries such as Albania, Montenegro or Bulgaria, which are developing at a much faster pace than traditional destinations.
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