Heat wave: End of ‘run to the sun?’

With record temperatures sweeping much of Europe again and again, there are signs of a clear and possibly permanent shift in the tourism landscape, according to a report from the European Travel Commission.

According to the report “Mediterranean destinations have seen a 10% drop in visitors aiming to travel there from last year. On the contrary, destinations like the Czech Republic, Bulgaria, Ireland and Denmark are experiencing a surge in popularity. This can be attributed to travelers seeking out less crowded destinations, and milder temperatures.”

And that’s just the effect on the current year, which may be amplified by next summer as this year’s sunseekers in Spain, Italy and Greece have had days of warnings to stay indoors, in the shade or in air-conditioning. Even spending time in the water is not necessarily helpful, with water temperatures in some parts of the Mediterranean basin going over the 30°C mark, or about 86°F.

The continuing rise in temperatures may also shift vacation timing for many, with the possibility of shifting to spring and fall vacations to find the temperatures previously found in summer.

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