Europe's sweltering summer could send tourists to cooler climes

People walk near the Colosseum during a heat wave across Italy as temperatures are expected to rise further in the coming days, in Rome, Italy July 17, 2023. REUTERS/Remo Casilli

LONDON/ROME (Reuters) - Soaring summer temperatures across southern Europe could prompt a lasting shift in tourist habits, with more travellers choosing cooler destinations or taking their holidays in spring or autumn to dodge the extreme heat, tourism bodies and experts predict.

European Travel Commission (ETC) data shows the number of people hoping to travel to the Mediterranean region in June to November has already fallen 10% compared to last year, when scorching weather led to droughts and wildfires.