SVT measurement: Heat causes Swedes to hesitate on a Mediterranean holiday

A new opinion poll from Indikator commissioned by SVT shows that 48 percent of Swedes believe that the risk of periods of extreme heat will make them less inclined to vacation in Europe during the summer months in the future.

Travel expert Lottie Knutson is not surprised by the numbers:

- Prices for last-minute trips to the Mediterranean are very low. And if you look at scheduled flights, it is cheaper to go down to the heat than it is to fly to more northern latitudes, she says.

"Immense importance for Swedish tourism"

According to Lottie Knutson, this has "incredibly large" consequences for the travel industry and the tourism industry.

- It is of great importance for Swedish tourism, which already accounts for 2.8 percent of GDP. That percentage will increase, she says and continues:

- More and more people will avoid the Mediterranean during the warmest months and instead travel during the spring and autumn. I also think that many will want to stay in Sweden.

Big difference between older and younger

There are also big differences between older and younger people – a significantly larger proportion of people over 65 state that the heat makes them less likely to holiday in Europe compared to those aged 18-29.

- It's not surprising either. Older people are more comfortable when traveling, and in addition, old people tolerate heat less well. It is even a cause of death.

Above all, Lottie Knutson sees the changed attitudes as a "huge advantage" for Swedish tourism.

- It is a fantastic opportunity for Sweden. Then of course we have to take care of it so that it is sustainable and good in the long run. But financially, Sweden can benefit from this.