Extreme heat and coolcations, Italians target Eastern Europe and northern Spain

Extreme heat, sultriness, heatwave: the weather forecasts tell us that the African anticyclone is about to leave Italy (at least in the North and the Po Valley) with the arrival of thunderstorms and scattered rainfall, but the risk of experiencing more days like the last ones during this summer is certainly not over. The solution? Travelling to cooler destinations. It is no coincidence, then, that Northern Europe is rapidly becoming a top destination on the global tourism map, whether for the wonder of the Northern Lights, its unspoilt nature or to escape the heat. Norway, Sweden and Finland top the list of preferences for many holidaymakers, and according to Statista's surveys, Scandinavia's tourism market is set to grow by around 3% per year until 2029, with a total value of more than USD 22 billion.

In search of temperate destinations to avoid the great heat, there are of course also Italians and a survey conducted by eDreams on 9 thousand travellers from various countries (including ours) to analyse the influence of weather conditions on travel plans has revealed which are the destinations most sought after by holidaymakers from the Boot for the summer season. Eastern Europe tops the preferences (in terms of growth in the number of searches made compared to 2024) and it is Slovakia (+181%), Lithuania (+55%) and Poland (+45%), in that order, that command this special ranking. While Belgium and the United Kingdom remain countries with a certain appeal, those dreaming of a true Nordic experience look instead to Norway, Estonia and Finland. Among the most sought-after cities compared to last summer, Rouen stands out (+80%), while the two iconic cities of Scotland, Glasgow and Edinburgh, hold their own, but the Spanish destinations on the Atlantic coast, from Bilbao to La Coruña, via Oviedo and Santander, are the driving force.

The eDreams study also highlighted another ongoing trend linked to the climate, the influence of which goes beyond the choice of destination and is also becoming increasingly important when it comes to choosing the ideal time to leave. One Italian traveller out of four, in fact, declares that they have started to prefer mid-season to avoid extreme heat and enjoy milder temperatures, while one in five plan their holidays by actively assessing weather conditions, even at the cost of giving up their traditional August holidays. Young people tend to be more influenced by the weather factor, with only 23% of 18-24 year olds being unaffected compared to 48% of over 65s, and they are also the most inclined to travel during the mid-season (35% do so). However, it is not only the Italians who change their habits depending on the weather: the Germans are in fact the greatest supporters of mid-season travel (an established habit for 29% of German holidaymakers), while the Portuguese and Americans (29% and 28% respectively) are particularly careful in selecting the most appropriate period for good weather. Finally, the propensity to change travel plans is also increasing in relation to the likelihood of finding extreme weather conditions, such as heat waves, storms or flooding. Two out of three Italians say they are ready to change their plans and willing to pay a premium in order to leave with clear weather on the horizon, but even more susceptible to the vagaries of the weather are Spanish travellers: 79% are ready to adapt their holidays in the face of extreme weather conditions and in 43% of cases even when the 'last minute' change of itinerary entails additional costs.