Rome is currently sweltering in near 104F temperatures, while Greece soared to an unprecedented 109F last month. At Easter Catalonia had to ration water for a record-breaking drought, and Sicilians are still shaking their heads at the sizzing 119F temperatures that hit them three summers ago.
Yes, the Mediterranean has always been hot in the peak summer months but, as records are showing, never as hot ,nor as frequently, as it has been in the last few years.
With beach tourism counting for 12% in Spain 10.5% in Italy and 8% in Greece, these countries are increasingly worried about the future of their summers, and they are beginning to search for alternatives.
Moving their minds and their efforts away from traditional sun and sea products, they are creating innovative packages for mountain, nature, sports and wellness holidays, as well as toying with new ideas like stargazing.
They are also trying to push the off months of April and October - May and September are already firmly embedded in Mediterranean summer bookings – and they are coming up with some strange bedfellows.
So don’t be surprised if you see a rise in promotions for winter breaks in Greece or summer package holidays on the Baltic Riviera.
Pamela McCourt Francescone
Executive Editor
