In summer 2026, countries across Europe faced record temperatures along with widespread wildfires. In this post, we will explore how such extreme weather events change travel trends, should they become more common.
Increasing Extreme Summer Temperatures in Europe
The 2026 European wildfires hit some of the most popular travel destinations in France, Spain, Greece, Italy, and Portugal. By early 2026, over 1,000 wildfires had been recorded, affecting over 155,000 hectares of land across the continent.
It may be too early to say how such disasters will affect European tourism in the long-term, but we are already seeing certain trends emerge.
How Wildfires and Heatwaves Are Changing Travel in Europe
Travellers have traditionally booked Mediterranean breaks for late July or August. In the past years, temperatures have soared to the high forties, and travellers already seem to be on the lookout for alternative arrangements:
- Travelling in spring and autumn, rather than during the high season.
- Choosing cooler mountain retreats, or locations in northern Europe such as the Baltic Coast and Brittanny.
- Opting for UK breaks instead of European holidays.
The Rise of Ecotourism
In response to rising temperatures, many travellers are now seeking greener travel arrangements. One recent survey found that “sustainability” is a major priority for the majority of travellers. Another recent report revealed that around 75% of travellers are actively looking for more sustainable travel options.
Growing numbers of hotels and travel operators are rising to meet this demand, through offering greener, and less impactful travel experiences.
Read our full guide to how travel agents can offer more sustainable travel options. We also have a guide to hotel sustainability, which outlines a number of steps hotels can take to attract the next generation of eco-conscious travellers.
How Should Travel Agents and Tour Operators Respond to Heatwaves and Wildfires?
Travel agents and tour operators should look to accommodate changing travel preferences.
- You might expect an increase in off-season trips, as more people choose to travel in spring or autumn instead of the summer.
- You could also prioritise destinations with more comfortable temperatures where there is less of a risk of wildfires. This might include UK locations, mountainous regions and coastal areas across Northern Europe
- You should also aim to offer more sustainable travel options, with a focus on smaller, independent, and boutique accommodation providers.
- You should be on top of changes and travel guidance. If travellers are concerned about extreme temperatures or wildfires, they may look to their travel agents and tour operators for guidance and reassurance. You should pay attention to international travel advice, and you should know how and when to communicate this advice to your customers. Read our full guide to responding to government travel advice.
Travel Insurance Has Never Been More Important
Extreme temperatures can lead to more than wildfires. Travellers may experience temporary road closures, disrupted connections, closed attractions, and even evacuation orders.
Travellers may ultimately get used to the idea that their trip could be severely curtailed, or even cancelled outright, at a moment’s notice. So, in the coming years, growing numbers of travellers may start to view travel insurance as an absolute necessity, rather than a “nice to have”.
Travel agents and tour operators should also take the time to review their insurance policies to ensure they have all the cover they need for an increasingly uncertain travel industry.
At James Hallam, for over 35 years we have provided dedicated insurance services for travel agents and tour operators. We can help you manage your risks while providing total peace of mind to your customers, and we can also help you access the specialist cover you need at a truly competitive price.
Find out more about our bespoke insurance services for travel agents and tour operators.