Four in five British holiday makers (80%) think some European holiday hotspots will be too hot to visit within the next five years, as climate change and extreme weather threatens to change tomorrow’s tourism map of Europe.
We may have weather resembling the grey autumn months in the UK at the moment but, for the third consecutive summer, a sizzling heat wave has sent temperatures soaring in southern and central Europe, with temperatures hitting 40 degrees Celsius – melting pavements and forest fires becoming the summer norm in some places.
A new InsureandGo study asked a representative sample of 2,000 adults to reflect on their future holiday choices, based on the extreme weather they had experienced first-hand over the last few summers. This July, four in five Brits (80%) named one or more European countries that they think will be too hot to visit in five years’ time – and this is a rise on 71% who cited extreme weather concerns in July 2022.
The European countries that people think will be too hot to visit for a summer holiday by 2029 comprised of:
- Greece 48%
- Turkey 45%
- Spain 44%
- Cyprus 40%
- Italy 28%
- Portugal 27%
- Malta 23%
Concern about the impact of soaring temperatures was a universal issue. Across all age-groups, British adults are getting more worried about the impact of rising temperatures during the summer holiday months. This comes at a time when heatwaves have already hit Greece, Cyprus, Turkey and Italy – with some places seeing temperatures 10 C above the seasonal average.
Net percentage of adults that think some European countries will be too hot to visit in five years’ time (by age group)
| 2022 | 2024 | |
| UK national average | 71% | 80% |
| 18-24 | 83% | 85% |
| 25-34 | 75% | 86% |
| 35.44 | 74% | 82% |
| 45-54 | 66% | 77% |
| 55-64 | 66% | 78% |
| 65+ | 67% | 75% |
First-hand holiday experiences of the impact of climate change
In addition to people’s concern over rising temperatures, the majority of UK holidays have, in recent years, experienced the effects of climate change first-hand when overseas on holiday. This trend is also on the rise – up from 78% in summer 2022 to 85% this July.
Hotter temperatures, poor air quality, and plastic waste or litter on beaches have been most commonly experienced first-hand on holiday, the new research indicates that, over the last two years, there are rises across the board.
Effects of climate change people have experienced on holiday
| 2022 | 2024 | |
| Hotter temperatures | 31% | 45% |
| Plastic and litter (beaches / in the sea) | 23% | 28% |
| Poor air quality | 20% | 26% |
| Forest fires / wildfires | 19% | 25% |
| Warmer seas / ocean | 14% | 20% |
| Drought | 15% | 18% |
| Increased rainfall/flood damage | 11% | 18% |
| Polluted rivers and lakes | 11% | 17% |
| Absence of wildlife | 11% | 15% |
| Deforestation | 11% | 14% |
| Rising sea levels | 11% | 14% |
| Erosion (soil, sand, beach, cliff) | 11% | 14% |
Whilst a record number of Brits are firmly planning to have an overseas getaway in the months ahead (83%), the cumulative impact of three summers of extreme heat is beginning to impact holidaymaker choices and their preparation before going overseas. Many holiday makers said they would now:
- check the small print on their travel insurance documents to check the detail of what’s covered and the terms for cancellation (18%);
- research the temperatures at a place they are considering visiting (17%);
- research hotel facilities – e.g. air conditioning (16%);
- stay at a better quality resort/hotel that will have safety protocols for an emergency situation (13%).
Longer term, there is evidence that some people may even re-think when and where they have their main family holiday. Nationally, 14% of respondents said in the future they might go on holiday after the summer (14%), whilst a further 13% would consider a holiday before the summer peak period.
The top five holiday destinations people would consider in the future for cooler temperatures:
- Iceland (22%)
- Canada (21%)
- Sweden (18%)
- Ireland (17%)
- Finland (16%)
Garry Nelson Head of Corporate Affairs at InsureandGo commented: “With schools breaking up, most people are pushing forward with their much-needed summer holidays and this summer looks set to be another busy year at the usual southern Mediterranean hotspots.
“But there are clear signs that things could be about to change longer-term. Thousands of people have experienced extreme weather during their summer breaks in recent years and it’s becoming clear that this is becoming an annual occurrence. Already some people are beginning to consider future holidays at a different time of year and others are considering destinations with cooler climates.
“At InsureandGo, we want to help people go abroad without the doubt. We would encourage people to do their destination research before they fly off and also to check what their travel insurance covers in terms of cancellation and medical cover for those with pre-existing conditions.”
The research was carried out by Sago Research among a nationally representative sample of 2,000 adults in July 2024.