Opening Times
Picture your perfect summer holiday. Perhaps it’s wandering through whitewashed Greek villages, enjoying tapas in Spain, or relaxing by the sea in Cyprus. For decades, sunshine has been one of the biggest reasons Brits head overseas each summer.
But as temperatures continue to rise across Europe, are some of our favourite holiday destinations becoming a little too hot? According to our latest research, many travellers think so.
Are heatwaves changing the way we travel?
Extreme heat is no longer an occasional headline. In recent years, parts of southern Europe have experienced record-breaking temperatures, wildfires and prolonged heatwaves during the peak holiday season.
It’s prompting some travellers to ask an important question: will our holiday habits need to change?
Our latest research found that 75% of UK holidaymakers believe some European holiday hotspots could become too hot to visit within the next five years.
While that doesn’t mean people are giving up on overseas holidays, it does suggest travellers are becoming more aware of how rising temperatures could affect where and when they choose to go away.
Which destinations are travellers most concerned about?
When we asked UK adults which European countries they thought could become too hot to comfortably visit by 2030, Mediterranean favourites topped the list.
The top 10 destinations Brits think could become too hot to visit by 2030
| Rank | Country | Percentage % |
| 1 | Greece | 32% |
| 2 | Turkey | 32% |
| 3 | Spain | 31% |
| 4 | Cyprus | 25% |
| 5 | Portugal | 17% |
| 6 | Italy | 17% |
| 7 | Malta | 16% |
| 8 | UK | 14% |
| 9 | France | 6% |
| 9 | Croatia | 6% |
Greece, Turkey and Spain were the destinations most frequently mentioned by respondents, reflecting growing awareness of the extreme summer temperatures experienced in recent years.
So, are people changing their holiday plans?
Not necessarily, but many are adapting.
The research suggests travellers are becoming more flexible about when and where they travel, rather than abandoning their summer holidays altogether.
In fact:
- 24% would consider travelling to cooler countries during the summer months
- 27% would look at travelling in spring or early autumn instead
- 12% would switch to winter holidays
- 37% would continue taking summer holidays, but take extra precautions to prepare for the heat
This could mean more people choosing destinations with milder summer climates, or travelling slightly earlier or later in the year to avoid the hottest temperatures.
The rise of the shoulder-season holiday?
For years, July and August have been the traditional peak months for overseas travel. But if extreme heat continues to become more common, we could see growing interest in what’s known as the shoulder season – the periods between peak summer and winter.
Destinations such as Portugal, Croatia and parts of southern France can still offer warm weather in spring and autumn, often with fewer crowds and more comfortable temperatures. For travellers who enjoy exploring cities, hiking, sightseeing or outdoor activities, travelling outside the hottest weeks of the year may become increasingly appealing.
What does this mean for future travel?
While nobody can predict exactly how travel patterns will evolve, the research suggests one thing remains unchanged: Brits still love travelling abroad.
Garry Nelson, Head of Corporate Affairs at InsureandGo, said:
“Europe has been hit by extreme heat for a number of years now during the summer months – and climate change could see different travel trends in the future, as more people consider countries that have cooler climates.
Whilst many people are considering changing their usual holiday plans, it is noteworthy that people’s determination to have a family holiday abroad endures unchanged. What may change is a rise in the percentage of people that move dates to early or late summer – and those that are considering countries with more temperate climates.”
The future of European travel may look a little different, but Brits’ love of exploring isn’t going anywhere. Whether that means travelling in cooler seasons or discovering new destinations, holidaymakers are finding ways to keep their adventures on track. And with the right travel insurance in place, they can enjoy their travels knowing support is available if things don’t go to plan.
Research conducted by UK Omnibus among a nationally representative sample of 2,034 UK adults in May 2026.
