Extreme heat is making Swedes less willing to spend their summer holidays in Europe, according to a new survey commissioned by Swedish public broadcaster SVT. Almost half of respondents said the risk of future heatwaves could discourage them from travelling to European destinations during the hottest months, potentially benefiting domestic tourism and shifting Mediterranean travel towards spring and autumn.
Nearly half may reconsider European summer travel
The survey conducted by Indikator for SVT found that 48 percent of Swedes expect periods of extreme heat to make them less inclined to holiday in Europe during the summer.
Of those surveyed, 26 percent said they would become much less likely to travel, while 22 percent said they would be somewhat less likely. Another 36 percent said the risk of extreme heat would not influence their decision in either direction, and 9 percent said it could make them more likely to travel.
The findings come after heatwaves, drought and wildfires affected several European destinations during the summer of 2026. According to the Copernicus Climate Change Service, western Europe recorded its hottest June on record, while dry conditions contributed to the spread of wildfires, particularly in France and Spain.
Older Swedes are more concerned about extreme heat
Attitudes differ considerably between age groups. Among respondents aged 65 or older, 39 percent said extreme heat would make them much less likely to take a European summer holiday. The corresponding share among people aged between 18 and 29 was 10 percent.
Swedish travel expert Lottie Knutson told SVT that the difference was unsurprising, both because older travellers may prioritise comfort and because they are more vulnerable to high temperatures.
Extreme heat presents particular health risks for older people, but recent European heat alerts have increasingly covered the whole population. The European Commission has warned that the continent is warming faster than any other region and that heatwaves are affecting public health, ecosystems, infrastructure and economic activity.
Mediterranean holidays could move to spring and autumn
The survey does not necessarily indicate that Swedes will stop travelling to southern Europe. Instead, it could point to a seasonal shift in European tourism, with more travellers avoiding Mediterranean destinations in July and August.
Knutson expects a growing number of Swedish tourists to travel south during spring and autumn, when temperatures are generally milder. At the same time, unusually low prices for last-minute Mediterranean holidays suggest that demand during the hottest periods may already be under pressure.
Regular flights to warmer destinations can also be cheaper than journeys to cooler northern areas. This creates a tension between price and climate conditions, particularly for travellers whose holidays are tied to the traditional summer season.
Sweden could gain from changing holiday habits
A decline in outbound summer travel could provide an economic opportunity for Swedish domestic tourism. Knutson described the changing attitudes as a major advantage for the sector, although she also stressed that future growth would need to be managed sustainably.
Tourism already accounts for 2.8 percent of Sweden’s gross domestic product, according to the latest tourism accounts published by the Swedish Agency for Economic and Regional Growth (Tillväxtverket). Tourism consumption in Sweden reached SEK 504 billion in 2025, approximately €46 billion, with Swedish visitors responsible for the largest share.
Domestic destinations could therefore attract more residents looking for cooler conditions, nature-based holidays and alternatives to increasingly hot Mediterranean cities and resorts. Northern Sweden and the other Nordic countries may also become more attractive during the summer, although the region itself is not protected from heatwaves.
The survey captures expectations rather than confirmed booking choices. However, it suggests that extreme heat is becoming a practical factor in how Europeans plan their holidays, alongside prices, accessibility and school calendars. For tourism operators, the result may be longer travel seasons in southern Europe and stronger summer demand across Sweden and the wider Nordic region.
