The summer of 2024 was the hottest on record in Europe, with heat waves exceeding 100 degrees in countries like Italy, Greece, Portugal, and Spain, all while beloved tourist destinations contended with record levels of travelers. The challenge of enjoying a vacation in such extreme heat has driven tourists to seek out cooler alternatives, leading to an increase in bookings to milder northern regions.
Luxury travel agency Virtuoso reported a staggering 44% increase in bookings to cooler destinations in northern Europe and Canada from the summer of 2023 to 2024. Travelers are abandoning the idea of sweltering summers in typical locations in favor of 'coolcations' which promise a more comfortable and enjoyable vacation experience. This shift underscores how climate impacts vacation planning significantly.
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