Climate change is affecting the tourism industry—from destination choices to the format of tours. Cities are adapting their infrastructure, tour operators are adjusting their schedules, and travelers are increasingly opting for cooler regions and off-peak seasons. Learn more about how the heat is changing travelers’ habits and what this means for your travels

Extreme heat is becoming a common occurrence in popular tourist destinations across Europe and the world. This affects where, when, and how millions of people travel. This topic was recently discussed by National Geographic.

Seasonal shifts, growing demand for cooler destinations, and how cities and tour operators are adapting—we cover all this in the article below.

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The travel guide from the Visit World portal contains up-to-date information on climate conditions, the best seasons for travel, and practical tips for planning your itinerary.

Extreme heat as a new reality for tourists

Recent years have shown that summer heatwaves are no longer exceptional anomalies. In 2022, approximately 60,000 people died in Europe due to the heat, temperatures in the UK exceeded 40 °C for the first time, and China experienced an unprecedented 70-day heatwave. The following year, nearly 20,000 people were evacuated from the Greek island of Rhodes due to wildfires caused by the heat.

UN Secretary-General António Guterres noted that extreme heat has become the “new normal.” According to the UN Intergovernmental Panel on Climate Change, human activity is unequivocally contributing to global warming, so the situation will only worsen with each passing year.

The cheapest European cities for a weekend getaway in 2026 — are listed here.

Heat waves extend beyond the summer months

Previously, heat was associated exclusively with July and August, but now abnormally high temperatures are being recorded in other months as well:

• In May 2022, the Spanish meteorological service Aemet reported a heatwave of “exceptional intensity” that exceeded the seasonal norm by 15 °C.
• In 2023, a severe heatwave in France lasted until September, affecting the Rugby World Cup.
• In early 2025, a March heatwave swept across the southwestern United States—in some parts of Arizona, temperatures reached 43 °C.

This means that even off-season trips no longer guarantee comfortable weather conditions.

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The “coolcation” trend: travelers are choosing cooler destinations

Europe is both the fastest-warming continent and the most visited in the world. That is why the new tourism trend—“coolcation,” or a vacation in cooler regions—is most evident here.

A 2025 study by the European Travel Commission (ETC) revealed the scale of these changes: 81% of European travelers are changing their habits due to climate change, 15% are specifically seeking cooler destinations, and 14% are avoiding places with extreme heat.

Tour operators TUI and Thomas Cook also confirm growing demand for travel to Northern Europe.

Among the destinations showing the fastest growth are Finland, Norway, Poland, and Iceland, where there has been a double-digit increase in the number of inbound tourists.

About Europe’s Best Beach 2026 — read more at the link.

Are tourists really turning away from the Mediterranean en masse?

Despite the “coolcation” trend, traditional tourism leaders are holding their ground. In 2025, France welcomed 102 million tourists, Spain—96.8 million, and Italy took fifth place with 64.5 million visitors.

The Association of British Travel Agents (ABTA) notes that most travelers continue to choose Mediterranean destinations in the summer. Interest in cooler countries remains more of an exception than a widespread trend. Growth rates for southern destinations are slowing, but the total number of tourists is not decreasing.

How are cities adapting to the heat for tourists?

Countries dependent on tourism are actively implementing infrastructure solutions to mitigate the effects of the heat. A prime example is Seville—a city in a region of Spain known as the “Iberian furnace.” Among the measures already in place in various cities around the world:

• rainwater-based misting systems in areas with high foot traffic;
• underground chambers in the form of aqueducts, capable of lowering street-level temperatures by 9 °C;
• canopies over streets to provide shade from direct sunlight;
• “urban cooling islands”—areas of dense vegetation already in use in Seville, Los Angeles, Singapore, and Paris.

Read about the cheapest and most expensive European cities for vacationing in 2026 in this article.

Night tourism and shifting tour schedules

In addition to infrastructure solutions, the tourism industry is adapting the format of the tours themselves. The concept of “night tourism”—visiting landmarks after sunset—is gaining momentum in the most popular destinations. The Royal Alcázar in Seville has been moved to the evening, while the Acropolis in Athens and the Colosseum in Rome offer night tours.

Tour operators are also adjusting their programs: archaeological tours are being moved to the off-season, and cycling routes start earlier in the morning and end before the peak of the day’s heat. It is telling that the initiative is largely being taken by the operators themselves, as many travelers still do not realize the real risks of extreme heat.

Tourists’ Lack of a “Heat Culture”

Experts highlight a serious problem—the lack of a so-called “heat culture” among visitors to hot regions. This refers to a set of behavioral adaptations: from clothing choices to proper daily schedule planning. Many travelers still view the heat as a pleasant bonus of their vacation, without considering the real health risks.

Experts from the World Meteorological Organization predict that weather services will increasingly collaborate with tourism authorities to issue warnings about extreme weather conditions. The growing accuracy of long-term forecasts makes it possible to plan trips while taking climate risks into account.

The world’s best countries for road trips in 2026 — see the link for details.

What is changing for travelers right now?

The main practical consequence of climate change in tourism is increased flexibility. Travelers are increasingly booking trips later, choosing destinations based on the weather forecast, and viewing the off-season as a prime time for travel.

There are also positive aspects to these changes: a more even distribution of tourist flows across regions and seasons reduces the strain on local resources—water supply, medical infrastructure, and ecosystems. Investments in climate-resilient infrastructure improve the quality of life not only for tourists but also for the local population.

Planning a trip and want to take the climate of your chosen destination into account?

The tour guide from the Visit World portal will help you plan your itinerary, taking into account seasonal conditions, local adaptation measures, and the best times to visit.

Order the Visit World travel guide and travel comfortably and safely in any season!

Reminder! In our previous article, we discussed where tourists should avoid traveling in the summer of 2026 due to crowds, heat, and high prices.

Photo: Magnific

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