04-09-2026

“As extreme weather becomes an increasingly visible component of the travel experience, destinations need to shift from a reactive to a proactive approach in managing climatic conditions. Heatwaves cannot be controlled, but travelers’ expectations and experiences can,” says Carlos Cendra Cruz, Chief Marketing and Communications Officer of The Data Appeal Company. “Understanding how comfort thresholds vary across different markets can help destinations adapt their offerings, when they promote them, and how they create experiences throughout the season.”

Using the Data Appeal Mabrian travel intelligence platform, the study analyzed the evolution of the Perception of Climate Index (PCI) across the five leading southern Mediterranean destinations - Spain, Portugal, France, Italy, and Greece - from 2023 through summer 2026, comparing changes in travelers’ perceptions with periods of officially recorded heatwaves.

The analysis therefore shows how extreme weather is no longer just an environmental variable, but an increasingly relevant factor in the perception of the tourist experience and in the dynamics shaping the relationship between travelers and destinations.

Read the report to learn more.