In June of this year, a growing number of European countries were hit by two record-breaking heatwaves. Temperatures in Spain and Portugal soared to nearly 115 degrees Fahrenheit in a second heat wave. Other Western European countries, including France and the United Kingdom, recorded their highest temperatures since 1979 in late June and early July. The current climate crisis is also leading to an increased risk of wildfires across the continent and increased air pollution from ozone.
Despite these climate-related threats, the overtourism crisis continues in Europe, with international tourist arrivals increasing by 3.3 percent in the second quarter of 2025 compared to the same period in 2024. Driven by the European Union’s Green Deal goal of achieving carbon neutrality (balancing carbon emissions by removing the same amount of carbon dioxide from the atmosphere) by 2050, cities across the continent are exploring sustainability initiatives as climate change and tourism converge to stabilize the world. Double burden on national resources.
See how European countries are responding to tourism challenges due to changing landscapes.
Cool destinations in Southern Europe and embracing the off-season
As sweltering temperatures reached record highs in parts of western and southern Europe this summer, travelers increasingly sought refuge in cooler, less crowded parts of the continent. Finland and Slovenia saw international tourist arrivals increase by 15.5% and 17.7%, respectively, between the second half of 2024 and the same period this year, according to European Union tourism statistics.
It’s no wonder, since cooler destinations like Scandinavia and the Alps allow travelers to explore the great outdoors without the discomfort of extreme heat. The “cool vacation” trend is picking up steam in Europe, including for travelers based in warmer countries like Spain, Italy, and France. For example, searches for flights from Rome to Gothenburg, Sweden, increased by a whopping 500% in 2025.
In fact, travelers flock to Scandinavia for the region’s mild summer climate and natural surroundings. Sweden has an abundance of hiking trails, endless islands, and 30 national parks to explore from May to October. Finland’s mystical midnight sun shines brightest from June to August, encouraging peak cooling activities such as nighttime nature hikes, lake swims, and sauna breaks. In Norway’s northernmost town, the midnight sun lasts from April to August. One of the most popular summer activities is exploring the numerous fjords that dot the country’s coastline.
“I think Norway has the potential to develop into a world-leading example of sustainable and regenerative travel, by offering (summer) experiences that offer new options and perspectives,” says Torun Tromvang, founder of eco-tourism company Up Norway. “Whether it’s related to weather or the environment, I believe (this trend) and the upcoming tourism tax are steps in the right direction towards promoting visits where travelers can truly immerse and connect with local people and places.”
Meanwhile, historic cities like Rome, Seville and Athens, all of which experienced scorching temperatures of over 100 degrees Fahrenheit this summer, are seeing an increase in travelers looking to visit their iconic off-season sights. Landmarks such as the Colosseum, Alcazar and Acropolis attract tourists as early as March and as late as February due to fewer crowds, lower travel prices and warmer weather.
Choosing to visit popular destinations during the shoulder seasons (usually spring and fall) or even in the winter is another way to avoid the pitfalls and annoyances of traveling during peak tourist times. “Destinations need to capitalize on this trend by offering less crowded and secluded experiences while increasing sustainable marketing efforts,” said Miguel Sanz, President of the European Travel Council (ETC).
Traveling to quieter locations with less traffic is a priority for 11% of European travelers, an increase of 4 points from 2024.
How European destinations are adapting
According to the 2023 ETC study, Italy, Spain and Greece are the European countries most affected by climate change, with these countries becoming increasingly prone to heatwaves, forest fires, floods and droughts. Two years on, and with the situation still showing no signs of improving, the Mediterranean’s top tourist destinations are introducing new initiatives to encourage more responsible and sustainable ways for visitors to experience their cities.
Italy encourages off-season travel
In Italy, tourism authorities are encouraging travelers to explore off-season itineraries and lesser-known attractions in busy cities such as Milan, Rome and Florence. Experiences range from a private museum in a converted 19th-century distillery and factory in Milan, to self-guided nature walks in Rome and organized bike routes through the gardens and parks of Florence. In Venice and Naples, both destinations offer eco-friendly itineraries, but the focus is on educating tourists about access fees and directing tourists to lesser-known areas to reduce overcrowding around the cities.
Spain invests in green tourism infrastructure
Meanwhile, Spain has become a strong example of what sustainable tourism can look like. Madrid and Valencia were awarded the European Green Capital Award in 2022 and 2024, respectively, for achievements such as green urban areas and improved air quality. And the Balearic Islands were one of the first tourist destinations in Spain to introduce a sustainable tourism tax in 2016. The eco-tax, which ranges from $1.15 to $4.65 per person per night, depending on accommodation type and season, generates funds to support green initiatives such as building and road infrastructure improvements.
“Like many growing cities, there is a conscious awareness of the impact that extra holiday traffic has on local life,” says hotelier Enrique Milo Sanz, co-owner of Mallorca’s boutique Hotel Portela. “The Fund can support this negative impact through initiatives such as renovating historic buildings, improving renewable energy systems, ensuring quality tourism with an emphasis on responsible practices, ensuring the comfort of residents and continuing to promote island culture for visitors.”
Barcelona, the second most visited city in the country with highly publicized protests stemming from mass tourism, has actually been supporting sustainable tourism initiatives since 2011. The Biosphere Responsible Tourism certification encourages Catalan companies to act in an environmentally responsible manner. A recent success story at Castelldefels Beach outside Barcelona involved cleaning up cigarette butts in exchange for beer or soft drinks. Initiatives like this demonstrate how tourism can help, rather than further harm, the destinations that tourists flock to.
carbon neutral cities in greece
Six Greek cities, including Athens, Kalamata and Ioannina, have been selected to participate in an initiative that aims to achieve carbon neutrality in 100 cities by 2030. The project, which focuses on energy, transport and urban planning, targets cities because 75 percent of Europeans live in urban areas and cities consume 65 percent of the world’s energy.
In Athens, Project Athena is working to create a “smart city” using information and communication technology, with the aim of improving the local quality of life through more efficient and sustainable use of resources. Kalamata has invested nearly $140 million in climate change-related projects, but the lakefront
Ioannina’s key strategies include sustainable urban development and environmental protection.
CopenPay in Copenhagen and Cooling Island in Paris
Standout initiatives outside the Mediterranean include Copenhagen’s CopenPay program, where tourists can earn rewards for participating in environmentally friendly activities, and a Paris-based cooling island that includes green areas, pools, and museums designed to help tourists beat the heat.
The future of European travel
Across the continent, today’s climate realities are encouraging tourists to discover lesser-known regions, embrace off-season travel, and participate in environmentally responsible efforts to protect heritage and habitats.
Meanwhile, local organizations are developing innovations and incentives that actively reshape visitor behavior. As new travel-related sustainability projects emerge, travel is beginning to be valued not just for movement, but also for meaningful and sustainable experiences enhanced by unique environmental services and specialized suppliers at each destination. Essentially, the only way forward is for the environment and sustainability to become an integral part of the tourism experience.
