Too hot to holiday: How extreme heat is reshaping travel

By Afua Assan and Mehri Khosravi Sustainability Research Institute, University of East London

Summer travel is beginning to look different. Temperature is becoming a decisive factor in how people plan, choose, and time their trips, signalling a shift that destinations can no longer ignore.

Across Europe, extreme heat is reshaping what was once the most predictable part of the tourism calendar. Destinations that relied on warm, stable summers are now facing temperatures that disrupt plans, alter expectations, and challenge the very idea of the summer holiday.

Recent heatwaves across 2024-2025 have already had visible impacts. During summer 2025, authorities in countries including the UK, Germany, Sweden, Norway, and Austria issued travel advisories warning of extreme heat in popular southern European destinations [1].

Even under a 1.5°C warming scenario, relatively small temperature increases can translate into significant local impacts, especially in destinations already experiencing heat stress. This matters because tourism is a major economic sector, contributing around 5% of EU GDP, yet it is increasingly exposed to climate extremes.

Extreme heat influences tourism destinations:

Climate and weather are central determinants of leisure and tourism participation [2] as well as destination choice and decision-making processes for tourists [3]. Elevated temperatures are now influencing destination choice, trip timing, and on-the-ground behaviour in ways that challenge assumptions about the summer tourism model.

The ancient Acropolis in Athens was closed during the day due to high temperatures [4]

Extreme summer heat deters outdoor activities and alters participation in outdoor water‑based activities [5]. One interviewee from the University of East London, Sustainability Research Institute’s recent study, described how drought‑related water shortages effectively shut down an entire leisure economy:

“Our reservoir was very low over the summer… boating, sailing, and water sports couldn’t run. The centre has now closed. You see those ripple effects.”

This example illustrates how climate impacts can cascade through tourism systems, altering visitor experiences while simultaneously affecting local businesses and livelihoods.

Effect of extreme heat on tourism experiences:

Tourists are often more exposed to heat risk than residents. They spend longer periods outdoors, engage in physically demanding activities, and navigate unfamiliar environments without reliable access to cooling, shade, or local healthcare [6].

Rising temperatures are already reshaping what tourists can do, when they travel, and how destinations function. Traditional “peak seasons” are becoming less aligned with safe or enjoyable conditions, as extreme heat increasingly disrupts the activities that define summer holidays.

As temperatures rise, the effects are becoming more visible. Extreme heat can shorten stays, reduce activity levels, and lower overall satisfaction. In response, travel patterns are beginning to shift [2,7].

Heatwaves push tourists from hotspots to ‘coolcations’ [8]

Rethinking tourism in a warming world:

Extreme heat is no longer a marginal issue for tourism; it is becoming a structural one.

As heatwaves intensify and seasonal patterns shift, traditional “peak seasons” may no longer align with safe or comfortable conditions. This has implications not only for tourists, but for destinations whose economies depend on predictable visitor flows.

A key part of this shift lies in how travellers perceive and respond to heat risk. Perception shapes behaviour: whether visitors adjust plans, seek shade, stay hydrated, or recognise when conditions have become dangerous.

Clear, timely, and behaviourally informed communication will therefore be essential. Travellers need support to interpret unfamiliar risks and take protective action when needed. As temperatures continue to rise, strengthening this communication will be critical to ensuring that tourism remains both safe for visitors and sustainable for the destinations that rely on it.

Looking ahead:

Extreme heat is already reshaping travel decisions, visitor experiences, and the viability of tourism destinations.

As the climate warms, the success of tourism will increasingly depend on how well destinations adapt, not only through infrastructure and planning, such as providing shading and cooling zones, but also through effective communication that keeps people safe.

References

[1] Graham, D. (2025). Europe Heat Wave: Tourist Death and Wildfires Spark Travel Warnings 

[2] Perry, A. (2003). Impacts of climate change on tourism in the Mediterranean: adaptive responses. In Climate Change in the Mediterranean. Edward Elgar Publishing.

[3] Scott, D., Hall, C. M., & Gössling, S. (2019). Global tourism vulnerability to climate change. Annals of tourism research, 77, 49-61.

[4] Reuter (2024). Greece closes Acropolis and other ancient tourist sites in heat wave. NBC News. https://www.nbcnews.com/news/world/greece-closes-acropolis-ancient-tourist-sites-heatwave-rcna156934 Accessed 22 April 2026.

[5] Kim, S., Park, J. H., & Lee, D. K. (2017). Impact of climate change on the preferred season for outdoor water activities. Sustainability, 9(9), 1535.

[6] Zander, K. K., Udage Kankanamge, A. K. S., Ali, S., Ahammad, R., Lassa, J., Erdiaw-Kwasie, M., ... & Garnett, S. T. (n.d.). Heat, Health and Holidays: How Extreme Heat Reshapes Australian Tourist Behaviour. Sohail and Ahammad, Ronju and Lassa, Jonatan and Erdiaw-Kwasie, Michael and Abunyewah, Matthew and Garnett, Stephen T., Heat, Health and Holidays: How Extreme Heat Reshapes Australian Tourist Behaviour.

[7] Paudyal, R., Stein, T. V., Kc, B., & Adams, D. C. (2019). Effects of weather factors on recreation participation in a humid subtropical region. International journal of biometeorology, 63(8), 1025-1038.

[8] Bloomberg, K.O.H. (2025). Heat waves push tourists from hotspots to ‘coolcations’. The Economic Times. Available at: https://economictimes.indiatimes.com/nri/visit/heat-waves-push-tourists-from-hotspots-to-coolcations/articleshow/123465666.cms?from=mdr&utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst Accessed 21 April 2026.