How Climate Change is Re-routing Travel
The Juvet Landscape Hotel in Valldal spiked interest after it was used as a location in hit US drama Succession. Photography by @thetravelbook, Norway

How Climate Change is Re-routing Travel

New destinations, off-peak travel times and safety concerns are the new normal for travellers. Players in the sector must adapt accordingly, or they’ll find themselves left behind in the heat.

A drive along the Californian coastline offers a haunting reminder of the damage recent wildfires ravaged upon these coastal communities. Charred remnants of trees and splotchy patches of brown dispersed among greenery aren’t just present along the Pacific Coast Highway, however – a similar landscape can be found on the island of Rhodes, Greece; Maui, Hawaii; and Alberta, the Northwest Territories, and other regions in Canada, including Nova Scotia, Ontario and Quebec.

Forest fires became a defining feature of weather-related incidents in 2023. But these fires didn’t take place in remote, uninhabited areas. The regions scorched by flames were popular tourist destinations. Over 20,000 people were evacuated from the Greek island of Rhodes – with over 10,000 fearful British tourists left stranded at the local airport in July 2023 (source: The Guardian). A month later, tourists in Lahaina, Hawaii slept in cars and emergency shelter points when wildfires caused by Hurricane Dora raged through the island (source: USA Today).

Key takeaways

: A technical report on the regional impact of climate change on European tourism demand predicts that Europe’s southern coastal regions will see 10% fewer tourists compared to summer 2019 if there is a 3–4°C temperature increase (source: EU Joint Research Centre)

: Tourists are choosing to travel during traditionally off-peak seasons to avoid the ravaging summer heat in top destinations, for example. This includes visiting Japan during the cherry blossom season, which on average is occurring 10 days earlier than it used to, due to climate change (source: BBC)

: The hashtag #scandinaviansummer had 54.4m views on TikTok at the time of writing, while new summer destinations such as Norway’s Lofoten Islands have racked up 81.6m views on the video-based app

Juvet Landscape Hotel, Valldal. Photography by Chris Tonnesen, Norway Juvet Landscape Hotel, Valldal. Photography by Chris Tonnesen, Norway
Juvet Landscape Hotel, Valldal. Photography by @thetravelbook, Norway Juvet Landscape Hotel, Valldal. Photography by @thetravelbook, Norway

It is not a coincidence that extreme weather events are occurring with more frequency and greater intensity. Scientists and other experts have been warning us for decades that climate change and our addiction to fossil fuels will eventually cause erratic weather patterns, including floods, fires and extreme heat. ‘The dog days of summer are not just barking, they are biting – climate breakdown has begun,’ António Guterres, secretary-general of the UN, said in a prepared message in summer 2023, the hottest recorded summer ever (source: UN).

Concerted efforts are being made to tackle climate change and conscious travel is one of the big trends revealed in our bespoke report, The Future of Travel, co-published with Marriott Bonvoy. But we know that we won’t find a panacea overnight. So, what implications does this have for tourism, travellers and hospitality businesses?

Perhaps one of the first significant shifts that we are already witnessing is the rise of shoulder seasons: tourists choosing to travel during traditionally off-peak seasons to avoid the ravaging summer heat in top destinations, for example. This includes visiting Japan during the cherry blossom season, which on average is occurring 10 days earlier than it used to, due to climate change (source: BBC).

Dubbed Norway's coolest hotel, Sommerro in Oslo, offers lavish 1930s interiors, seven restaurants and bars and a 15,000sq ft spa for the luxury traveller, Norway
Dubbed Norway's coolest hotel, Sommerro in Oslo, offers lavish 1930s interiors, seven restaurants and bars and a 15,000sq ft spa for the luxury traveller, Norway
Dubbed Norway's coolest hotel, Sommerro in Oslo, offers lavish 1930s interiors, seven restaurants and bars and a 15,000sq ft spa for the luxury traveller, Norway

A technical report on the regional impact of climate change on European tourism demand predicts that Europe’s southern coastal regions will see 10% fewer tourists compared to summer 2019 if there is a 3–4°C temperature increase (source: EU Joint Research Centre). The same study also found that demand in summer will be offset by increases in spring, autumn and winter – and in aggregated terms, the month of April is expected to see the highest increase in tourist flows (source: EU Joint Research Centre).

It isn’t just when we travel that is changing, but also where we go. Travel companies are already noticing a northwards shift and a growing consumer interest in Scandi Summers. The hashtag #scandinaviansummer had 54.4m views on TikTok at the time of writing, while new summer destinations such as Norway’s Lofoten Islands have racked up 81.6m views on the video-based app.

Carolyn Addison, head of product at London-based luxury travel operator Black Tomato, tells LS:N Global: ‘Across the board, destinations like Iceland, Norway, Finland and Sweden are increasingly appealing to families, as well as couples, groups of friends and solo travellers.’ Summer bookings to Scandinavia in 2023 were up 23% compared to 2022, according to Addison. ‘This year we’ve seen sales more than double,’ she says. ‘Scandinavian bookings are up 175% for summer 2024, compared with last year between May and September.’

Scandinavian bookings are up 175% for summer 2024, compared with last year between May and September

Carolyn Addison, head of product, Black Tomato
Juvet Landscape Hotel, Valldal. Photography by Chris Tonnesen, Norway Juvet Landscape Hotel, Valldal. Photography by Chris Tonnesen, Norway
Juvet Landscape Hotel, Valldal. Photography by Eric Kvamsdahl, Norway Juvet Landscape Hotel, Valldal. Photography by Eric Kvamsdahl, Norway

The northwards shift has also been documented in Spain. Research from Expedia Group revealed that while holiday home searches in popular spots like Costa Blanca, Costa Brava and Mallorca remained steady, home rental interest climbed across the northern coast in June and July 2023 (source: CNBC). Costa Verde, Costa de Cantabria and towns across the Basque Country emerged as winners instead.

There is no doubt that climate change is already affecting the travel industry. Players in the sector need to consider how they can equip themselves to absorb the shock of shifting holiday patterns and changes in consumer travel behaviour. No longer can restaurants rest on their laurels in March or November. Big tourist destinations need to prepare themselves for longer, albeit lighter, tourist traffic trickling through all year. Similarly, hotels should re-evaluate whether their pricing models and package deals remain aligned with busy periods, and adjust rates accordingly.

The rate at which we’re responding to climate change is sluggish at best, and as revealed in a report co-created by The Future Laboratory and adventure tour operator Intrepid Travel, tourism as we currently know it is at the risk of extinction. Therefore, it is in businesses’ best interests to adapt accordingly.

Further reading

Discover More Viewpoints
Embracing True-Age Beauty in China

Viewpoints

Embracing True-Age Beauty in China

Sue Kyung Lee, global CEO of beauty brand SK-II, tells LS:N Global why its recent ad campaign in China sparked passionate discussions about how wom...
Beauty : Ageing : China
Cultural Curation in the UAE

Viewpoints

Cultural Curation in the UAE

With the ambition to become the Dazed of the Middle East, new lifestyle publication The Sandy Times talks to LS:N Global about the local cultural b...
UAE : Dubai : The Sandy Times
Moving African Fashion Forward

Viewpoints

Moving African Fashion Forward

Fashion business consultant Ramata Diallo sits down with LS:N Global to unpack what’s new and next for the African fashion industry.
Africa : Fashion : Retail
Coachella Fatigue

Viewpoints

Coachella Fatigue

Market saturation, solo tours and an audience craving community over selfies have turned the hottest music festival lukewarm, says cultural insight...
Coachella : Festival : Entertainment
The Power of Precision Micro-Influencing

Viewpoints

The Power of Precision Micro-Influencing

In the fervour of elections, micro-influencers wield significant power, showing how citizens are placing more value and trust in the voices of thei...
Media : Society : Election
Longevity Skincare

Viewpoints

Longevity Skincare

Fjör founder Natalie Enslöw and scientific lead Mats Clarsund tell LS:N Global about Fjör, a medi-beauty line inspired by wound healing science and...
Beauty : Skincare : ​Fjör
Creating a Metaverse Wine Community

Viewpoints

Creating a Metaverse Wine Community

Crurated is re-inventing the way collectors buy, store and enjoy wine – offering lessons in neo-collectorship for other sectors. Founder and CEO Al...
Wine : Crurated : NFT
Practical Paths to Planet-Positive Luxury

Viewpoints

Practical Paths to Planet-Positive Luxury

Diana Verde Nieto tells LS:N Global about Reimagining Luxury, her latest book on how to build a positive and sustainable future for brands.
Luxury : Advertising & Branding : Sustainability
How Climate Change is Re-routing Travel

Viewpoints

How Climate Change is Re-routing Travel

New destinations, off-peak travel times and safety concerns are the new normal for travellers. Players in the sector must adapt accordingly, or the...
Sustainability : Travel & Hospitality : Society
The Future of Women’s Health

Viewpoints

The Future of Women’s Health

Dr Somi Javaid, founder and chief medical officer of HerMD, tells LS:N Global how its clinics can help fix a broken healthcare system and close the...
Women's Health : HerMD : Preventative Healthcare
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more