“Unveiling Insights: How Climate Perception Impacts Travelers’ Expectations in Mediterranean Destinations”
Climate perception plays a crucial role in shaping travelers’ expectations and experiences when visiting different destinations around the world. According to data from Mabrian, a leading travel intelligence platform, France, the United Kingdom, and the United States are identified as the most sensitive key outbound markets for the Mediterranean region in terms of climate perception. This highlights the importance of understanding travelers’ perceptions and aligning them with the actual climate conditions to meet their expectations and drive future demand.
At a recent Resilience Council panel held during the Arabian Travel Market 2024, industry experts discussed the significance of readiness and data insights in dealing with the effects of climate change on destinations’ perception. Carlos Cendra, Chief Marketing and Communications Officer at Mabrian, joined the panel alongside other key figures in the tourism industry to address the impact of climate change on travelers’ perception of popular Mediterranean destinations such as Spain, Italy, Greece, Turkey, and Portugal during the summer of 2023.
Mabrian’s Climate Perception Index (PCI) provides valuable insights into how travelers from key markets perceive the weather in these Mediterranean countries. The index measures the satisfaction level of travelers based on whether their expectations regarding the climate are being met. In the summer of 2023, Portugal and Greece emerged as the most resilient destinations in terms of climate perception, with Portugal leading the way with an average Climate Index Perception of 90.8 points out of 100, despite a slight dip in July and August due to summer heat. Greece followed closely with an average score of 88.8 points, showing a more stable climate perception throughout the summer months.
The data presented by Mabrian sheds light on the impact of record-high temperatures experienced in Europe during the summer of 2023, which was reported as the hottest on record by the European Union’s Copernicus Climate Change Service. The data underscores the importance of understanding travelers’ perceptions and experiences to build, protect, and project a destination’s reputation and brand image on a global scale.
As destinations continue to grapple with the challenges posed by climate change, insights from data analytics platforms like Mabrian are invaluable in helping stakeholders in the tourism industry make informed decisions and develop effective promotional strategies. By leveraging data-driven insights, destinations can better manage travelers’ expectations, enhance their overall experience, and ultimately drive sustainable tourism growth in the face of climate change.