Europe is preparing for a summer of record heat: local authorities in the most touristic areas of the Old Continent are taking measures to ensure the safety and comfort of residents and tourists – however, travelers are already looking for alternative, lower temperatures.
In 2022, Europe experienced one of the hottest summers on record, with heat waves that put human health at risk: this year, the forecast is no different, with similar temperatures, with a greater impact on southern Europe, especially popular tourist destinations. Such as Greece, Croatia, Italy, Spain and… Portugal.
To adapt to the heat, cities like Athens have already implemented urban heat emergency plans, classified heat waves by intensity, created public areas designated as climate refuges and increased green spaces. An app has even been launched called “Extrema Global”, which allows you to “navigate” the most picturesque route in the Greek capital. “Heat is a silent killer, and forecasts for the coming years show that it will get worse, so we are redesigning our city and making changes to adapt to it,” highlights Elisavette Pargiani, responsible for climate change issues in Athens – in addition to raising awareness the city plans to implement additional measures, Includes increased cooler public areas.
Northern Europe increases tourism demand and Norway reaches 85% positive variance
Despite expectations of rising temperatures, demand for flights to Europe remains high. However, some tourists choose cooler destinations, such as Norway, Sweden and Finland. For example, demand for Tromsø, Norway is up 85% compared to 2023.
There are already startups, such as Sensible Weather, that have begun offering insurance against excessive heat, in order to provide greater safety for travelers. In this particular case, the insurance compensates travelers if the temperature exceeds a certain limit during the trip, allowing them to enjoy their vacation even on very hot days with other activities in indoor spaces or other attractions.
“Destinations are being booked again, and what really sets people apart is how quickly they forget and dismiss negative experiences,” said Stefan Gosling, a research professor in tourism and climate change at Linnaeus University in Sweden. “People caught in life-threatening situations like wildfires may reconsider where they travel, but for the general population, we have not yet seen a significant shift in decision-making due to the heat.”
Europe must prepare for another summer of record temperatures: Portugal faces a greater risk of fires
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