Extreme heat is beginning to take its toll on Greece’s reputation as a tourist destination. Whilst it has not yet undermined the country’s strong position as a summer destination, the recurring heatwaves appear to be having an increasing impact on how visitors rate it. The new analysis by Data Appeal – Mabrian records an average climate perception index of 89.2 out of 100 for Greece, but also predicts a weaker outlook for 2026, particularly in June and July.
The The Greek summer continues to be a major draw for tourists, but the frequency and duration of extreme temperatures are beginning to put travellers’ patience to the test. To date, the effects of heatwaves on visitors’ perceptions have mostly been temporary. However, the 2026 data suggests that tolerance for recurring heatwaves may be waning.
This is the key finding for Greece from the new study “The New Climate Reality in the Mediterranean: How Heatwaves Are Reshaping Travellers” Perceptions” by Data Appeal – Mabrian , which examines how extreme heat affects the image of five major Mediterranean destinations — Greece, Spain, Portugal, France and Italy — from 2023 to 2026.
Greece remains high, scoring 89.2 out of 100
Despite repeated spells of extreme heat, travellers continue to associate Greece with favourable conditions for summer holidays.
During the periods under review, the country recorded an average Perception of Climate Index (PCI) of 89.2 points out of 100, with its performance usually hovering around or above 90 points.
The intensity of heatwaves, however, has a direct impact on the index. When high temperatures persist, the rating falls, but so far the losses have been mostly temporary and the situation improves when conditions return to more normal levels.
In other words, visitors still regard the heatwave more as a negative experience during their holiday rather than as a reason to reassess Greece as a summer destination as a whole.
What will change in 2026
This summer, however, has different characteristics. Although the perception of the Greek climate remains positive, Performance in 2026 is lower than in previous years, mainly during June and July.
Data Appeal – Mabrian does not yet see a permanent deterioration in Greece’s image, but does see signs of increasing sensitivity to recurring heatwaves. If this trend continues, it could have a more lasting impact on the appeal of the Greek summer in the future.
It is characteristic that changes in the index largely follow periods of extreme heat. For 2026, the analysis records a heatwave on 17–23 July, comparing the situation with corresponding episodes from 2023 onwards.
How it “scores” in the competition
For the period May–July 2026, Greece has recorded a PCI of 89.9 points. Portugal stands at 93.5 points, Italy at 91.6 and Spain at 90.4, whilst France is significantly lower, at 77.2 points.
Greece, therefore, is not at the top, but remains at high levels. The case of France also highlights a crucial factor: It does not merely measure how high the temperature is, but also whether it exceeds the traveller’s expectations of the destination and the season.
When the heatwave strikes and how long it lasts is crucial
Research shows that travellers react more strongly when extreme events occur early, prolonged, or unusually intense.
A heatwave in mid-August might be considered more typical in the Mediterranean. Conversely, very high temperatures in May or June, or a heatwave that lasts for weeks, have a greater impact on the visitor experience and, by extension, the destination’s reputation.
Overall, declines in climate perception remain largely temporary, and recovery is rapid once temperatures return to normal. Greece and Spain, however, show some of the strongest short-term reactions in the Mediterranean, with no permanent damage to their reputation recorded so far.
The French are more sensitive to heat
Significant differences are also observed by market of origin.
French travellers are the most sensitive to thermal discomfort, with more pronounced and frequent declines in their perception of the climate during prolonged periods of heat, including in Greece.
The British They also react to heatwaves, but mainly in the short term, as their perception of the destination quickly improves once the heat subsides.
In contrast, American travellers appear to be more tolerant of the high temperatures of the Mediterranean and maintain a more consistently positive image even during very hot spells.
For Greece, therefore, the impact of a heatwave is not the same across all markets: the same temperature can affect the experience and perception of a French, British or American visitor in very different ways.
Source: tornosnews.gr