How is climate change transforming our travels in Europe?

Monday, 8 December 2025 09:24

In recent years, more and more of us have noticed that travelling is no longer quite the same as it used to be. Record-breaking hot summers, unexpected floods, wildfires, and a lack of snow on Alpine ski slopes – these issues not only make headlines but also influence our travel plans. A 2024 European study examined how climate change is shaping the future of tourism and how we perceive travel destinations, safety, and experiences.

In the study, researchers analysed over 58,000 online posts and 266,000 guest reviews from the entirety of 2023, on platforms like Google, Booking, or Tripadvisor. The aim was to understand what people say about climate change when discussing travel and how this opinion influences the perception of destinations.

More fear, more uncertainty

The findings reveal that climate change has become one of the most divisive topics in travel-related discussions. When it comes up, the general sentiment tends to turn more negative. Most concerns revolve around a sense of safety: will we be safe near a wildfire? Will the heat be bearable during sightseeing? Could a programme be cancelled due to poor air quality or heavy rain?

For example, during the summer of 2023, the wildfires in Rhodes, Greece, caused significant panic among travellers. Similarly, prolonged heatwaves and droughts in the Mediterranean region had a comparable impact. Unsurprisingly, the study found that Greece, Italy, and Spain suffered the most significant reputational setbacks – not because they are any less beautiful, but because extreme weather directly affected visitors' safety and experiences.

Travellers are adapting

However, the changes are not only accompanied by fears but also by adaptation strategies. Many are beginning to realise that mid-summer travel is becoming increasingly challenging, opting instead for shoulder-season months. Travelling in September or October now often provides a more pleasant experience than sightseeing in the scorching summer heat.

Additionally, there is growing interest in northern and mountainous regions: Scandinavia, Scotland, Finland, or the Albanian Alps are becoming increasingly attractive alternatives for those seeking to escape the heat. Travellers' focus is gradually shifting from the classic "beach and sunshine" combination to cooler, more active experiences – hiking, exploring nature, or city visits in more pleasant climates.

What really matters when choosing?

The research confirms that when deciding on long-term travel, the most important factor remains safety. This is followed by adequate transport and tourism infrastructure, then the richness of attractions and affordability. Weather ranked "only" fifth – not because it is less important, but because the impacts of climate change often manifest indirectly: for instance, activities may be cancelled, roads may become impassable, or water shortages may limit services.

In other words, it’s not so much about whether it rains a little or whether it’s hot, but whether the travel experience is feasible and enjoyable.

Travel and sustainability: guests are paying attention

One of the most interesting findings is that tourists are increasingly talking about sustainability. In 2023, there were three times as many guest mentions of eco-friendly practices as the year before. The most frequently discussed topics include:

avoiding single-use plastics,
using energy-efficient solutions,
sourcing local foods,
and offering green transport options.

Guests are particularly attentive to this at accommodations, as that’s where they spend the most time. However, criticism is also strong: many reviewers feel that sustainability is sometimes just a marketing tool, without genuine quality behind it.

Good examples, however, provide a significant reputational advantage. Destinations – particularly in Northern Europe – that consistently and visibly integrate sustainability into their everyday operations receive favourable feedback.

Travel and sustainability: guests are paying attention

Where is European tourism heading?

The research highlights three key trends for the future:

Shifting seasonality – Spring and autumn are gaining prominence over the summer peak.
Transformation of tourism products – For example, in mountainous regions, hiking and active tourism are partly replacing skiing.
Emergence of new destinations – Places previously less sought after due to weather conditions are becoming more appealing.

The most important takeaway, however, is that climate change doesn’t necessarily "take away" the joy of travel – it reshapes it. The destinations that will truly thrive are those that can ensure visitors’ safety, adapt flexibly to weather challenges, and authentically showcase sustainable practices.

What can we do as travellers?

We, as travellers, are also part of this change. By making conscious choices – such as travelling off-season, opting for eco-friendly transport, or supporting local providers – we can not only enhance our own experiences but also help European tourism adapt to the challenges of climate change.

The future of travel doesn’t necessarily mean less travel – but smarter, more mindful, and sustainable exploration.