European heatwaves have not shifted UK holidaymakers’ beach destination choices
British travel executives say extreme European heatwaves have not yet changed where people from the UK choose to holiday: warm, sunny beach destinations remain popular. The industry is more concerned about rising holiday costs, as expensive fuel and pressure on household budgets threaten to make trips less affordable.
Travel firms say bookings have held up, though customers are booking later. Tui reported little interest when it offered customers travelling to Tunisia during a forecast spell of 45C heat the chance to switch destinations; executives say a pool and air-conditioning remain enough to reassure many travellers. Airlines including easyJet and Ryanair had fixed prices for much of their 2026 fuel supply, but are cutting winter capacity, while industry figures say cooler northern destinations may not have enough beds to absorb large numbers of visitors.
- Heatwaves have not shifted demand away from hot beach holidays.
- Rising fuel costs and squeezed household budgets threaten affordability.
- UK travellers are booking later, while airlines trim winter capacity.
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The case for
Holidaymakers may reasonably continue choosing familiar sunny beach destinations because a heat forecast does not necessarily make a trip unsafe or unpleasant: pools, air-conditioning and the option to stay indoors can help, and travellers can judge the risks for themselves. Stable bookings suggest many still value reliable warmth and established resorts, while changing destination en masse could be difficult if cooler regions lack the capacity to host them.
The case against
More frequent or intense heat can make beach holidays less comfortable and may pose health risks, particularly for older travellers, children and people with medical conditions. Even if bookings have not shifted yet, later booking patterns and rising costs may make travellers more responsive to forecasts or prompt a gradual move towards cooler destinations; firms’ current experience does not settle how preferences will change.
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Originally published by The Guardian as “Extreme heatwaves in Europe not changing Brits’ holiday plans, say travel bosses”.