By T. Jayani, JadeTimes News
A series of heat related deaths in the Mediterranean this summer has raised crucial questions about how climate change will impact future summer travel. Typically, summer is the peak travel season for sunny destinations like Greece and Italy, attracting visitors to their beaches.
However, rising temperatures across Europe are making these popular spots increasingly uncomfortable and even hazardous, prompting travelers and tour operators to rethink their plans. Outdoor activity companies are feeling the impact. Follow the Camino, which organizes walking pilgrimages along the Camino de Santiago, has observed a noticeable shift in travel patterns. Marketing communications specialist Ciarán Bruder noted that traditionally less popular winter months are now seeing more bookings as people prefer rain over the risk of heatstroke.
Similarly, Intrepid Travel, known for immersive experiences worldwide, has had to frequently adjust tours with active itineraries, particularly during warmer months. Hazel McGuire, Intrepid Travel’s general manager for the UK and Ireland, mentioned that more customers are opting for travel during the shoulder seasons, influenced by weather conditions. The company has had to make numerous adjustments to tours due to daytime temperatures.
Beyond heatwaves, other climate related natural disasters like fires, hurricanes, and floods are on the rise, affecting travel plans year round. McGuire reported that Intrepid saw 121 more climate related incidents globally last year, including extreme heat, wildfires, and flooding, necessitating changes to tours.
A March 2024 report by the European Travel Commission indicates that several Mediterranean destinations are experiencing reputational damage due to climate events. The study suggests a shift in travel demand across Europe, with a potential decrease in summer tourism in hotter areas, increased travel to temperate destinations, or more travelers opting for shoulder seasons. Cooler destinations like Sweden, Iceland, and the Netherlands are already seeing a rise in summer bookings. Luxury travel company Virtuoso Travel reported a significant increase in summer bookings for Iceland and Sweden (49% and 47%, respectively), with Scandinavia up 27%, the Netherlands 33%, and Norway and Ireland up 16% and 13%, respectively.
Tour operators and destinations are working hard to ensure safe and enjoyable summer holidays despite unpredictable weather. McGuire emphasized the importance of safety, stating, "We need to be very careful as a tour operator. We're responsible for our customers' safety and need to make sure that we are doing what's best."
