In the face of an unprecedented heat wave in southern Europe, some travelers are not taking any chances when it comes to their summer plans. Tom Marchant, co-founder of luxury travel operator Black Tomato, has witnessed a shift in interest from travelers who want to avoid the scorching heat. He has noticed a significant rise in interest for Scandinavian destinations like Finland, Norway, Sweden, and Iceland. This “Scandi summer” trend is also evident in data from Expedia Group, which shows a 35% increase in German travelers searching for vacation homes in southern Norway. Additionally, vacation home searches have increased across Europe in places like Edinburgh, Riga, and Tallinn. On the other hand, interest in visiting the Mediterranean has decreased by 10% from June to November. Spain, which is the most popular travel destination, has also seen a shift in interest, with vacation home searches increasing along the northern coast. Amidst the extreme heat, some travelers are seeking alternative destinations. The Lofoten Islands in Norway are emerging as a popular choice for families who want to avoid the intense heat of the Mediterranean. Other alternatives include destinations like Canada, U.S. National Parks, and European hidden gems like Slovenia. Furthermore, some travelers are opting to travel during the shoulder seasons to avoid extreme weather conditions. Places like Puglia and Sicily in Italy offer warm and sunny weather well into October, with fewer crowds and a more laid-back experience. Additionally, due to rising temperatures, more people are gravitating towards higher elevations and mountainous terrains, with the Dolomites, Swiss Alps, and Austrian Alps growing in popularity. Even traditionally hot countries like Morocco have cooler spots at higher altitudes, such as the Atlas Mountains. Despite the heat wave, most travelers are still holding onto their travel plans. LemonLime Travel, a travel company specializing in Greece, Italy, and France, has clients who are sticking with their plans to visit Greece. Booking company Omio has also seen an increase in bookings, with low cancellation rates. Insurance companies have not received an influx of requests to change or cancel plans due to the heat. In conclusion, travelers are adapting to the heat wave by seeking alternative destinations, choosing shoulder seasons, and opting for higher elevations and mountainous regions.
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