European tourism shifts as heat waves spur 'coolcation' trend

The European Travel Commission has warned that extreme temperatures are reshaping summer travel patterns across the continent, as new data shows tourists increasingly favor shoulder seasons and northern destinations over traditional Mediterranean hotspots.

Death toll and health risks mount

Spain's Health Ministry reported 1,028 heat-related deaths in June, while France recorded 2,025 fatalities during the same period as temperatures climbed above 40C (104F). Mehri Khosravi, a senior research fellow at the University of East London, said tourists face particular vulnerability to heat-related risks. "Extreme temperatures can reduce outdoor comfort, increase health risks, and place pressure on transport, energy and water infrastructure," Khosravi told Anadolu, noting that visitors often spend long periods outdoors in unfamiliar environments without knowledge of cooling spaces or healthcare access.

Mediterranean maintains appeal

Despite rising temperatures, Mediterranean countries continue to dominate summer travel choices, attracting 60% of travelers according to ETC's 2026 survey. Aage Dunhaupt, director of communications at German travel agency TUI Group, said heat waves have not fundamentally altered demand for traditional beach holidays, adding that customers continue to actively seek sunshine destinations during the peak summer months.

Industry shifts toward shoulder seasons

Florencia Allo Moreno, West Europe general manager at Intrepid Travel, said the company has recorded a 17% increase in Italy bookings during shoulder seasons while seeing a 22% rise in Iceland and 30% in Norway for 2026. "Intrepid has noticed a shift in booking patterns in summer hotspots like Italy and Greece, with more people opting to travel in the shoulder seasons of April/May or September/October rather than the peak summer months," Moreno said. Stefan Gossling, an expert on tourism at Sweden's Linnaeus University, dismissed concerns that the Mediterranean would lose its appeal soon. "I personally don't think the Med will lose its appeal soon, because it is also about the culture and food and environment, as well as price. Italy is not Denmark," Gossling said.