Opens in a new tab

Breaking news

Climate, Quality And Digital Data Define The Future Of Tourism

Climate Change And Evolving Seasonal Patterns

Nejc Jus, Research Director at the World Travel and Tourism Council, asserts that climate change, quality service, and advanced digital data will dictate tourism development over the next five years. Amid rapid global expansion, these factors are emerging as the critical determinants of competitive advantage and long-term sustainability in the travel industry.

Emerging Trends And Market Growth

International tourism is projected to increase by 5.4% in global arrivals by 2025, with regions such as the Mediterranean expected to see continued growth. At the same time, changing climate conditions, including more frequent heat waves, are affecting travel patterns and prompting adjustments to traditional peak seasons.

Harnessing Digital Infrastructure

Jus also pointed to the role of digital infrastructure in managing tourism flows and improving the visitor experience. Technologies such as smart crowd management systems, AI-driven personalization, and biometric entry processes are increasingly used by destinations. These tools support operational efficiency while enabling more data-driven decision-making across the sector.

Quality, Sustainability And Inclusive Growth

Demand is also shifting toward higher-quality and more sustainable travel experiences. Destinations that extend shoulder seasons and focus on environmental considerations may attract different visitor segments while managing capacity over time. Such approaches can also support local economies by creating opportunities across communities, including for women and younger populations.

Regenerative Tourism And Strategic Innovation

The concept of regenerative tourism is gaining attention, with initiatives such as the WTTC’s Nature Positive Tourism programme, developed in collaboration with UN Tourism and the World Sustainable Hospitality Alliance. Projects such as Skiathos’ Autism Quiet Map and accessible beach access systems illustrate how destinations are adapting infrastructure to different visitor needs.

Strategic Outlook

Tourism development is expected to increasingly reflect a combination of digital tools, environmental considerations, and service quality. Destinations that adapt to these changes may be better positioned as travel patterns continue to evolve.

Europe’s Deadly Summer Heat Exposed The Cost Of A Warming Continent

Europe experienced its deadliest summer for heat-related deaths on record in 2026, with an estimated 24,400 excess deaths linked to extreme temperatures across 30 countries. Researchers estimate that human-induced climate change was responsible for around 32,000 of the deaths attributed to heat in the study’s broader analysis, accounting for 65% of the total.

The findings highlight the growing public-health consequences of global warming, largely driven by fossil fuel use, as extreme heat becomes more frequent and severe.

A Summer Of Dangerous Heat

Between June and August, heatwaves pushed temperatures in Western Europe to an average of 2.9°C above the 1991–2020 norm, with some days reaching 12°C above average. Nearly a third of estimated heat-related deaths occurred during a particularly intense heatwave between 17 June and 1 July.

“These numbers are a stark reminder that our hotter, more extreme summers are having an increasingly severe impact on public health,” said Dr Clair Barnes, a researcher at Imperial College London and co-author of the study.

The estimated toll exceeded previous peaks of around 29,000 deaths in summer 2022 and 28,000 in 2003 across the region studied.

How Researchers Estimated The Toll

Researchers modelled the relationship between temperature and mortality across 854 urban areas in the EU, UK, Norway and Switzerland, covering around 40% of the population in the 30 countries studied.

The analysis incorporated temperature records, age, socioeconomic conditions, environmental factors and access to healthcare. By comparing actual temperatures with those expected without human-induced warming, the team estimated the additional deaths attributable to climate change.

Final official mortality figures for summer 2026 are not yet available in many countries, and heat-related deaths are often underreported because their effects can be difficult to identify directly.

Older People Face The Greatest Risk

People aged 85 and over accounted for roughly half of the estimated deaths. However, the impact extended across age groups, with around 800 excess deaths among adults aged 20–44 and approximately 6,000 among people under 65.

Southern Europe experienced the highest mortality burden, reflecting hotter temperatures and other vulnerabilities, including air pollution, limited green space and unequal access to healthcare and heat-alert systems.

Italy, France And Spain Record Highest Toll

Italy recorded an estimated 13,303 heat-related excess deaths, followed by France with 7,268 and Spain with 6,824. Germany recorded around 6,340, while the UK saw an estimated 4,354 deaths.

In the UK, the heat also placed significant pressure on healthcare services. Andrew Hartle, Professor of Practice of Anaesthesia at Imperial College Healthcare, said demand during the summer resembled that of a severe winter virus season.

Cities Urged To Strengthen Heat Protection

Researchers say cities can reduce the risks through climate shelters, external shading and building retrofits, alongside measures to help residents avoid exposure during the hottest hours. Checking on vulnerable people, staying hydrated and following heat alerts are also important.

The researchers stress that adaptation must go hand in hand with reducing fossil fuel use to limit further warming. The findings underline that extreme heat is already a major public-health threat across Europe, with thousands of lives at risk each summer.

eCredo
Aretilaw firm
Uol
The Future Forbes Realty Global Properties

Become a Speaker

Become a Speaker

Become a Partner

Subscribe for our weekly newsletter