According to the statements of the CEO of Voyageurs du Monde, Jean-François Rial, to France Info (1), heat and fires in the Mediterranean area will have an impact on customers’ behaviour in the coming years. While countries and regions such as Greece, Italy, Morocco, Algeria, Tunisia, Sicily, Spain and southern France are currently experiencing heatwave episodes and violent fires, he foresees that travellers will adapt their behaviour by avoiding these destinations in the coming summers.

According to Rial, although for the time being there have been some cancellations to these countries due to the current situation, the effects will be more felt in the medium or long term. Extreme temperatures and difficult weather conditions could discourage travellers from choosing these destinations during the summer months, which could have a significant impact on tourism in these regions.

The CEO also mentioned that these changes in the choice of destinations have already been taking place for some ten years, with a growing attraction to Scandinavian countries, Scotland and the rest of the United Kingdom, as well as to mountains in France. According to him, these destinations are likely to benefit from the evolution of travellers’ preferences in search of cooler and pleasant climates during summer periods.

In addition to the choice of destinations, the impact on customers’ behaviour in the tourism sector caused by heatwave episodes and fires may affect:

1. The tourism seasonality: Mediterranean destinations may change their tourist season. If summers become less attractive due to heat and fires, spring and autumn periods could become more popular with travellers seeking to avoid extreme summer temperatures.

2. The local tourism industry: the tourism and hospitality sectors in the Mediterranean regions could suffer a fall in attendance during the summer months, leading to loss of income for local businesses dependent on tourism.

3. The promotion of sustainable tourism: heatwave episodes and fires could increase travellers’ awareness of the importance of sustainable and responsible tourism. Customers could be encouraged to choose destinations and activities that have a lower impact on the environment and biodiversity.

4. The adaptation of the tourism offer: tourism stakeholders in the Mediterranean regions may need to adapt their offer to attract travellers for periods less exposed to climate risks. This could include the promotion of indoor activities, special out-of-season offers, or initiatives to address the consequences of fires and encourage reforestation.

5. The overall awareness: heatwave episodes and fires in the Mediterranean area could increase global awareness of the effects of climate change and the importance of mitigation and adaptation to protect vulnerable tourism ecosystems and destinations.

However, this impact may vary depending on changing climate conditions, the measures taken to deal with climate change and the responsiveness of travellers to adapt to these new environmental challenges.

1. Chaleurs et incendies en zone Méditerranée : “Dans les années à venir, les clients ne vont plus aller dans ces pays l’été”, estime le PDG de Voyageurs du Monde (francetvinfo.fr)

Mario Parrot