As temperatures across Southern Europe soar past 40°C, new research from the Safer Tourism Foundation shows that one in three travellers have experienced heat-related health issues on holiday. The survey of 2,000 UK travellers, conducted by OnePoll, found that 35% of those who experienced heat-related illness said they were in ‘holiday mode’, while 22% were unaware the weather could impact them at all.
The study showed that the majority of travellers do not understand the difference between heat exhaustion and heat stroke. When asked to identify symptoms, most respondents believed all symptoms applied to both conditions. Heat exhaustion symptoms include muscle cramping, headaches, and dizziness—these can often be self-treated. Heat stroke, however, is a medical emergency. Symptoms like confusion, hot dry skin and body temperatures over 40°C require immediate medical attention.
Safer Tourism Foundation CEO Katherine Atkinson comments: “Heat affects all of us differently. As climate change drives increasingly extreme temperatures across popular travel destinations, it’s vital that travellers understand how extreme heat affects us as individuals. The risks may be higher for older travellers, children, or those with existing medical conditions. We’re urging everyone to think ahead, prepare properly, and take heat seriously.”
Travellers are adapting – carrying water bottles (62%), wearing breathable clothing (61%), planning activities earlier in the day (33%) – but few take more robust steps like checking insurance coverage (21%) or booking with tour operators specialised in extreme temperatures (9%).
Safer Tourism is asking the travel industry to help raise awareness and encourage travellers to take the following measures:
- Be flexible with plans and activities
- Understand the difference between heat exhaustion and heat stroke
- Stay hydrated and seek out shade
- Plan for heat when booking and packing
- Monitor local weather alerts
- Listen to advice of travel operators and local authorities
- Don’t ignore symptoms – early action can prevent serious illness
