# Heatwaves are costing us repeat visitors

Canonical-URL: https://notitur.com/en/digest/heatwaves-tourist-loyalty-spain
Text-Version: https://notitur.com/en/digest/heatwaves-tourist-loyalty-spain.txt
Markdown-Version: https://notitur.com/en/digest/heatwaves-tourist-loyalty-spain.md
Language: en
Published: 2026-07-16T07:16:17.587Z
Modified: 2026-07-16T07:16:17.587Z
Author: Joan Sanz
Topics: Hotels
Summary: A new survey confirms that tourists who suffer extreme heat in Spain are less likely to return. Loyalty is now measured by the thermometer.

## Article

Summer is getting longer and more oppressive, and that shows not just in water consumption or AC bills. **A survey covered by Hosteltur** reveals that tourists who experience a heatwave during their stay in Spain significantly reduce their likelihood of returning. In plain terms: extreme heat is eroding loyalty.

The data comes from a study that asks travelers directly whether heat would put them off coming back. The answer is yes, especially among tourists from markets unused to such temperatures. **For hotels, airlines and tour operators**, this means climate experience is now a deciding factor, not just price or leisure offer.

My take: **this is not a curse, it's a wake-up call to act**. Destinations that invest in efficient cooling, natural shade, cool-hour sightseeing schedules and microclimate messaging (north vs south, coast vs inland) can turn heat into a selling point rather than an objection. Those who wait for the thermometer to drop will lose.

## Sources

- Hosteltur: https://www.hosteltur.com/177492_las-olas-de-calor-reducen-la-fidelidad-de-los-turistas-extranjeros-en-espana.html?utm_source=rss&utm_medium=rss&utm_campaign=las-olas-de-calor-reducen-la-fidelidad-de-los-turistas-extranjeros-en-espana

## Citation

Heatwaves are costing us repeat visitors. Notitur. 2026-07-16. https://notitur.com/en/digest/heatwaves-tourist-loyalty-spain