Europe is experiencing a dramatic rise in extreme summer temperatures, prompting significant changes across the travel industry. According to a recent report by the EU’s Copernicus Climate Change Service, popular tourist destinations such as Italy, Croatia, Greece, Spain, and Turkey recorded an average of 23 ‘tropical nights’ in 2024—nearly three times the historical average and well above the previous record of 16 nights in 2012. These tropical nights, defined as evenings where temperatures remain above 20°C (68°F), have become a stark symptom of climate change.
Tour operators in southern Europe are already making adjustments to protect travelers and staff. Ivan Vukovic of Dubrovnik Tours shared how the Croatian city experienced nighttime temperatures as high as 30°C, prompting him to offer “early bird” tours before 8 a.m. to avoid the oppressive heat. “Our Dubrovnik old town is like a microwave until the next morning,” he explained, citing the city’s heat-retaining stone streets.
Adventure travel company Intrepid Travel has scaled back operations in the hottest months. Zina Bencheikh, Managing Director, reported that active trips in Spain and Portugal have been suspended during July and August, with new offerings in the cooler shoulder seasons instead. To cope with the heat in Dubrovnik, Intrepid shifted the timing of city wall tours to early mornings or sunset hours when temperatures are more bearable.
Additionally, the company is seeing a surge in demand for “coolcations”—trips to cooler northern European destinations such as Norway, Estonia, Lithuania, and Iceland. Bookings from UK travelers for summer 2025 have already risen by 40%.
The impact of climate change goes beyond tour operators. Hostaway CEO Marcus Rader cautioned that tourism in southern Europe may become increasingly unsustainable due to rising infrastructure and insurance costs linked to extreme weather. He noted a shift in travel patterns influenced by both climate and economic factors, emphasizing a “broader adaptation” taking place across the vacation rental industry.
Hotel chains are also taking proactive steps. Melia Hotels International, Spain’s largest hotel group, plans to roll out a climate resilience adaptation plan in 2025, building on current protocols designed to mitigate heat-related risks. “These are precisely the physical risks with the greatest impact,” said Juan Ignacio Pardo, the group’s Chief Real Estate & Sustainability Officer.
The European Travel Commission (ETC) is closely monitoring how traveler preferences are evolving. Chief Operating Officer Teodora Marinska noted that cooler destinations are expected to draw more visitors during the peak summer season, while traditionally hot destinations may see greater activity in spring and autumn.
As climate change reshapes travel behavior, adaptation is no longer optional. As Celeste Saulo, Secretary-General of the World Meteorological Organization, put it, “Adaptation is a must.”
