Travelers Shift Preferences Amidst Southern Europe’s Summer Heat Wave
As the scorching summer heat wave grips southern Europe, some travelers are opting for alternative destinations rather than waiting to ascertain if this is an unusual climatic event or indicative of a longer-term climate change pattern. Industry players are observing notable shifts in travel trends as tourists seek cooler and more comfortable options.
Tom Marchant, co-founder of luxury travel operator Black Tomato, shared that they have witnessed a change in traveler preferences, with a surge in interest towards the “Scandi summer” experience. Scandinavian countries like Finland, Norway, Sweden, and Iceland have seen a substantial increase in demand, offering a reprieve from the blistering heat.
Interest in visiting Mediterranean destinations has dipped by around 10% from June to November this year, while summer bookings for Scandinavia have risen by 37% compared to the previous year. This trend aligns with a broader pattern of tourists seeking more temperate climates and cooler experiences.
The trend extends to the vacation home rental market, with German travelers displaying a notable shift in their preferences. Searches for vacation homes in southern Norway have surged by 35% in the initial two weeks of July compared to the previous month. This trend is further echoed in vacation home searches in locations like Edinburgh, Riga, and Tallinn, indicating a desire to explore alternative, less heat-affected destinations. Even in Europe, interest in the southern Swedish province of Smaland has rivaled that of popular spots like Tenerife and surpassed that of Rimini, Italy.
Spain, a perennial favorite among travelers, is also experiencing shifts in interest. While the country remains a top travel destination, the focus is shifting towards its northern coast. Home rental interest has surged in Costa Verde, Costa de Cantabria, and the Basque Country, indicating a desire to explore cooler regions.
The allure of cooler destinations is also prompting travelers to seek higher elevations and mountainous terrains, with renewed interest in places like the Dolomites, Swiss Alps, and Austrian Alps. This preference for more temperate locations also extends to countries like Morocco, where higher altitudes offer a reprieve from the heat.
Despite the extreme temperatures, travelers who have already planned their trips are largely maintaining their itineraries. Cancellation rates remain low, demonstrating that many are persevering and seeking ways to adapt to the challenging weather conditions.