Wildfires and increasingly frequent heatwaves around the Mediterranean are prompting significant shifts in European tourism patterns, according to tourism researcher Robert Pettersson. The traditional peak season is moving towards the spring and autumn months as travelers seek to avoid the intense summer heat and fire risks. Simultaneously, there's a growing trend of tourists opting for destinations further north, away from the affected Mediterranean regions. Despite the increased risks of wildfires, heatwaves, and even evacuations, overall travel to Southern Europe remains surprisingly robust and has actually increased. This presents a paradox – awareness of the dangers isn’t deterring all visitors. These changes suggest a need for the tourism industry to adapt to a new normal impacted by climate change, offering alternative timing and locations for travelers. The long-term effects on the Mediterranean tourism industry remain to be seen.