Lorraine Williamson
A growing number of Spanish holidaymakers are ditching traditional beach resorts in favour of cooler, more climate-comfortable destinations. According to a new international study by travel platform eDreams, nearly 80% of Spaniards say they’d be willing to change their holiday plans if extreme weather was forecast at their chosen location.
The result? A sharp rise in demand for cool summer destinations, both at home and abroad.
This shift is being backed by hard data. Searches on eDreams for cities known for their milder summer weather have surged, reflecting a major change in what travellers are looking for: less sweltering heat, more pleasant temperatures, and greater flexibility.
Northern Spain leads domestic travel shift
Within Spain’s borders, northern cities are reaping the benefits of this climate-conscious movement. Oviedo tops the national leaderboard, with 25% more interest than in 2024—and a staggering 86% jump compared to 2022. Other cooler northern spots such as Bilbao, Santander, and La Coruña are also seeing increased demand.
Meanwhile, the south—usually bustling with sun-seekers—appears to be losing ground, as rising summer temperatures put off both domestic and international tourists.
Cooler European countries catch the eye
It’s not just northern Spain that’s gaining popularity. Across Europe, destinations with moderate climates are seeing a marked upswing in Spanish interest. Rouen in northern France recorded a 63% spike in searches compared to last year. Slovakia has emerged as this summer’s breakout star, attracting more than double the interest of 2024 and nearly four times that of 2022.
Other northern and eastern European countries, including the Netherlands, Austria, Lithuania, and Poland, are also rising in the rankings, offering respite from the southern heat.
For those looking to completely escape the European summer, countries in the southern hemisphere—where it’s currently winter—are increasingly attractive. Uruguay and Chile, in particular, are drawing attention from Spaniards keen to sidestep scorching heatwaves.
Climate now a deciding factor in holiday plans
The eDreams study, which surveyed over 9,000 people—including 1,000 Spaniards—revealed that 43% had already altered or considered altering their travel plans due to extreme weather events such as heatwaves, wildfires, or intense storms. Many reported incurring additional costs or needing to rely on flexible bookings to adapt their plans.
Rather than focusing solely on price, today’s travellers are prioritising what’s being called climate comfort—seeking temperate destinations and avoiding peak-season travel when the heat is most intense. Over half of respondents say they are prepared to spend more in exchange for a more comfortable and enjoyable holiday experience.
Goodbye sun-and-sand, hello comfort and flexibility?
According to eDreams, the traditional image of the Spanish holidaymaker—chasing sun-drenched beaches—is undergoing a rapid transformation. The “Tourist 3.0” values sustainability, adaptability, and above all, climate-aware decision-making.
This shift is creating space for less conventional, off-the-beaten-path destinations to rise in popularity. As climate change continues to reshape summers across Europe, the allure of cool summer destinations is no longer niche—it’s becoming the new normal.
Climate-smart tourism is the future
As southern Europe braces for another round of intense summer heat, the rise of climate-savvy Spanish tourists is set to reshape both domestic and international travel landscapes. Tour operators, airlines and tourism boards may need to adapt swiftly to meet this growing demand for cooler, more comfortable summer escapes.
Source: Forbes