Too Hot to Handle
Whether you subscribe to a climate emergency or not, it s affecting us all, our businesses and communities with more uncertainty, risk and greater cost.
Climate Change is affecting us all. Hotter, wetter, cooler, drier, windier…wherever we are, it’s more extreme and adding to an already complex tourism and hospitality industry.
Do I stay or do I go?
The 2024 season is looking and feeling uncertain with doubts about how many domestic trips will be made vs seeking guaranteed sunshine on the continent. This is not unusual as you’d be hard-pressed to find overseas visitors coming to the UK for our weather!
The weather map last week showed an unseasonably cool western and central Europe and an inferno along the southern Mediterranean and coast. So far so typical, but how are we preparing our customers and weatherproofing our businesses?
Global boiling
Some recent consumer research in the TTG suggests a significant minority of holidaymakers are thinking twice about visiting the hottest parts of Europe in peak summer following last year’s record heatwave and intense fires; from Maui, Canada, Tenerife and France. In fact the summer of 2023 was the hottest ever recorded.
I wonder how the residents of Rhodes are recovering following the huge fires on their island last year with thousands being evacuated to safety? Hot on the heels of the pandemic, there’s will a story sadly repeated in other parts of the world.
Five tourists have been lost this year in Greece alone due to the high temperatures and the season is only just getting underway. As tragic as these events are, the strain it puts on local resources is immense. 20,000 people were evacuated from Greek islands and mainland areas devastated by wildfires, causing 1.8 billion euros damage.
I have just returned from a fabulous week away with friends on Lesvos, a quieter island with a more low-key offer. It was hot, very hot and we adapted accordingly, mindful of our hosts and local community who despite all the noise and crowds in their pretty town were so friendly and welcoming. This relationship is precious and we are only there because they want us. When I saw tourists out in the midday sun, with only the bare essentials on, I wondered what, we “the industry” could be doing more to prepare? A much better job communicating these life changing factors!
A small nudge
Some countries focus on data collection, others close big visitor attractions whilst the weather service issues warning for extreme events. But who is taking notice? What advice is being offered on the ground to ‘weather-proof’ based on the premise that the weather will be against us. If it’s hot? If it’s wet? If it’s cool? How can your customers interact with you and still enjoy their trip and time away with family and friends?
We cannot rely on past behaviour as climate change means more turmoil, lives and business lost to unpredictability and rapidly changing weather events. Perhaps you are already nudging your customers? Do share any tips.
Perhaps it won’t be so unusual for international visitors to consider the UK as somewhere to spend a cooler summer holiday. After all it’s that rain that makes our countryside so lush and green.
Further reading
‘So many precious things were lost’: Rhodes after the fires – an excellent photo essay.
I will be back with my business owners’ interview series after the summer hiatus.