One Swiss Vacation, Two Completely Different Ways to Escape Europe's Heat
CaixaBank Research says tourists who face abnormally hot holidays are about 15% less likely to return and often shift to cooler seasons or places.
- New research from CaixaBank Research reveals that international tourists are 15 percent less likely to return to Spain if they encounter abnormally hot weather, equating to a loss of approximately one in six repeat visitors.
- Experts at CaixaBank Research warn that losing repeat customer loyalty could have a "long-term impact" on a major driver of the Spanish economy, which generates nearly 13 percent of GDP and employment.
- Data indicates visitors experiencing temperatures above 32C are increasingly likely to choose destinations with average temperatures at least five degrees lower for their next trip, with many shifting travel seasons or destinations.
- Tourism researchers at ETH Zurich report the Alps are increasingly serving as "a refuge during heat waves," while only 1.8 percent of travelers switched to Spain's Atlantic coast, including Galicia.
- Climate adaptation is becoming a critical issue for the Western Europe tourism industry as Spain faces ongoing challenges with overtourism, prompting calls from locals to reconsider visits to crowded destinations.
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38 Articles
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One Swiss Vacation, Two Completely Different Ways to Escape Europe's Heat
Western Europe experienced an exceptionally hot June in 2025, prompting many Europeans to adjust their travel plans to avoid extreme summer heat and seek cooler destinations. Switzerland set a tourism record with nearly 44 million overnight stays, 60% during the summer season.
Many Swiss people are currently heading into the summer holidays. However, it is worth keeping an eye on the weather forecast for Southern Europe. A persistent high-pressure area will be established over several countries – and temperatures will climb upwards.
Learn which tourist destinations in Europe record the most intense heat waves and how high temperatures affect travellers and residents
As heat waves follow each other on the continent, especially in the traditionally most frequented countries, more and more international travellers make freshness a priority for their holidays. This translates into the growing success of Nordic destinations and leads to wide-ranging questions about the future of summer tourism.
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