As France endured another summer of intense heat, some vacationers abandoned their usual southern destinations this year in favor of cooler spots further north, according to interviews gathered by La Dépêche du Midi. Brittany, mountain regions and Nordic countries are drawing more interest, though travel agents say Mediterranean destinations remain the most popular choice overall.
Sabine, a management assistant who usually vacations in the south of France, said this summer's temperatures pushed her to choose Brittany instead. She said that since she already lives in the south, she gets enough heat during the summer, so when it gets too hot, as it did this year, she would rather head north where it is cooler.
The choice marked a break from her usual routine. Last year she vacationed on the French Riviera, but the memory of the heat made her reconsider. She said the water there had become so warm that it no longer cooled her down, and that she now looks for some coolness during her holidays because it is simply more pleasant.
Jean-Louis, an engineer, said the heat has also changed what he looks for in a vacation. He said the heat has become stifling and that he now looks more toward the mountains than the beach. He added that even though temperatures can also rise at altitude, the coast has lost some of its appeal, since spending a day on a sun-drenched beach becomes difficult when it is already very hot at home.
Heat divides holidaymakers
Not every vacationer shares this pull toward cooler climates. Geoffrey, who is currently job hunting, said he does not plan to change his habits for now. He said he still loves hot destinations, that summer is partly meant for that, and that the weather has not changed his mind so far.
Between those already trying to escape the heat and those who continue to favor the sun, temperature appears to be emerging as a new factor in how people choose their vacations, though it is not yet the main driver of bookings.
Muriel Broqua, who manages the Fram travel agency in Auch, said she has noticed some shifts in requests. She said she has seen a slight increase in demand for Nordic countries and cruises. But she said heat is not the leading reason clients change their destination, noting that for her agency, geopolitical context weighs far more heavily than the heatwave.
Geopolitical conflicts reshape bookings
Since the start of various conflicts in the Middle East, destinations in or near the affected regions have seen less demand, Broqua said. She said clients are changing course, moving away from the Gulf states, the Middle East and some Asian destinations, and turning more toward Europe instead.
Even as extreme heat begins to weigh on some travelers' decisions, it has not yet been enough to upend broader habits. Mediterranean destinations remain widely favored. Broqua said the destinations that come up most often are the Balearic Islands, Italy, Greece and Croatia, and that demand for them continues to hold up.
Fram, the travel agency Broqua works for, is based in Auch, in southwestern France.
Rising prices reshape holiday plans
Price is another factor reshaping vacation plans, as many destinations have seen their rates climb. Broqua said clients are sometimes surprised by the prices they are quoted, and that it can be difficult for them to accept paying 3,000 euros for a week in Crete when the same trip cost around 2,000 euros just a few years ago.
The price increases extend even to destinations known for being budget-friendly. Broqua said that even Tunisia and Morocco, which remain relatively accessible destinations, have raised their rates.
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