In the midst of soaring temperatures and wildfires in Southern Europe, the CEO of Tui, one of Europe’s largest travel companies, predicts that tourists may soon flock to the Baltic Sea coast and other Northern European destinations for their summer vacations. According to Sebastian Ebel, climate change could drive families to seek alternative holiday spots abroad, leading Tui to invest in more package holidays in countries such as Poland, the Nordics, the Netherlands, and Belgium.
The recent heatwave across Europe, particularly in Greece, disrupted vacation plans for many travelers. Tui alone had to evacuate 8,000 holidaymakers from Rhodes due to wildfires on the island. While the company estimates that the evacuation and related costs will amount to €25m (£21m), the majority of its travelers in Rhodes were unaffected by the wildfires.
Mastercard data indicates a rise in holiday bookings to Northern countries, including the Nordics and the Netherlands. However, the Mediterranean still retains its status as Europe’s most popular summer destination overall.
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