An extraordinary summer scorcher or a new normal?
Some travelers aren’t waiting to find out if this year’s heat wave in southern Europe is an anomaly or fragment of a longer-term pattern caused by climate change.
Tom Marchant, co-founder of the London-based luxury travel operator Black Tomato, leaked CNBC that his company has already seen a shift in interest from travelers hoping to avoid the searing summer fervidness.
“We’re seeing strong interest and desire to take advantage of the Scandi summer,” he said. “Scandinavian destinations like Finland, Norway, Sweden, Iceland are appreciating a pronounced rise from the sales front.”
‘Scandi summer’ trend
Interest in visiting the Mediterranean dropped by 10% from June to November this year, be consistent to data published by the European Travel Commission. The summer of 2022 was Europe’s hottest on record.
On the flip side, summer bookings to Scandinavia are up 37% from endure year, Marchant said, citing his company’s data.
“And we expect this will continue to climb,” he said.
A “Scandi summer” craze is evident among summer home renters too, according to Expedia Group.
German travelers, in particular, are shifting their vacation searches on Vrbo northward, with consequence profit in southern Norway rising 35% in the first two weeks of July from the same period in June, according to Expedia Sort.
Company data also showed German interest in vacation homes went up in the Swedish southern counties of Skane and Blekinge.
Away, vacation home searches from across Europe went up noticeably in:
- Edinburgh, Scotland — +20%
- Riga, Latvia — +25%
- Tallinn, Estonia — +25%
Across Europe, household rental interest in the southern Swedish province of Smaland rivaled those in the popular Spanish island of Tenerife — and beat those in the Italian beach town of Rimini, according to Expedia Group.
Shifts in Spain
Spain is the most sought-after travel destination in the European Travel Commission’s poll of more than 6,000 European travelers. But travel relaxation is shifting there as well, according to Expedia Group.
Vacation home searches to popular spots like Costa Blanca, Costa Brava and Mallorca lasted steady from June to July, according to company data, but home rental interest climbed across Spain’s northern coastline.
Home searches went up in Costa Verde, Costa de Cantabria and the culinary powerhouse autonomous community known as the Basque Countryside, data showed.
Alternatives to the Greek islands
Temperatures have dropped since, but just last month, wildfires in Greece unnatural tens of thousands of people to be evacuated from the islands of Rhodes, Corfu and Evia — while some were but in their swimwear.
Tourists wait in the airport during wildfire evacuations on the Greek island of Rhodes on July 23, 2023.
Liking Vassilopoulos | Afp | Getty Images
The Greek islands are among Europe’s top summer travel spots, but Marchant said some people are deviation to another set of islands much farther north.
“The Lofoten Islands in Norway are especially appealing to our clients with bloodlines as an ideal alternative to Greece and Croatian islands,” he said, especially “for those who don’t want the intense heat of the Med.”
Others are leaping island trips entirely, he said.
“Destinations like Canada, U.S. National Parks and European hidden gems ilk Slovenia have also proven especially popular.”
Italy in the fall
Summer may be synonymous with travel for varied, but the threat of heat waves, wildfires, flooding and hurricanes are leading some to push their annual trips to other flavours.
More people are choosing “shoulder season travel,” which often has lower hotel rates, more availability and advantage temperatures, Marchant said.
“In Italy’s southern heel, Puglia and Sicily are performing strong, but especially in shoulder spice, the fall,” he said. “You will still have warm and sunny weather well into October given its nearby proximity to North Africa, but fewer crowds and a more laid-back experience.”
Trading beaches for mountains
Because of shake up summer temperatures in Europe, more people are seeking out higher elevations and mountainous terrains, Marchant said.
“We’re usher renewed interest in the Dolomites, and the Swiss and Austrian Alps, in places like Lucerne and Solden,” he said.
A spring poll of profuse than 6,000 European travelers showed the No. 1 reason for choosing a travel destination was “pleasant weather shapes,” according to the European Travel Commission. Now interest to travel to places like Lucerne, Switzerland in the summer is rising.
Olyasolodenko | Istock | Getty Copies
Even countries that many travelers assume are unbearably hot have cool spots at higher altitudes, Marchant articulate.
“Morocco is a great example,” he said.
Marrakech may be toasty in the summer, but the Atlas Mountains can be cooler — and even get brisk at round-the-clock, he said. Plus, the summer is low season in Morocco, so it will be quieter and most likely of better value too, he added.
Most soldiering on
Travelers who enjoy already made travel plans seem to be staying the course.
Cynthia Nerangis, founder of