Mabrian: Traveler Satisfaction Still Unaffected by Climate Change

Greece, Italy and Spain should take action to address climate change before it takes a toll on tourism, found a study released this week by travel intelligence provider Mabrian.

According to the findings, a negative perception of the climate has not yet affected overall traveler satisfaction for Italy, Spain or Greece. Mabrian analysts attribute this to increased satisfaction with the tourist offer, safety or accommodation.

“At the moment there is no impact on overall traveler satisfaction and demand for these destinations due to the growing appreciation of other tourism products,” the report said.

However it warns that precautionary measures and actions must be taken to address climate change before it begins to negatively affect traveler intent. This echoes the findings of a European Commission study that also found Greece to be among destinations that may suffer a loss in tourists due to climate change and high temperatures.

Mabrian Study: Climate Change and Traveler Satisfaction

The report examines traveler perception of climate for Mediterranean destinations, including Greece, Italy, and Spain, which rely heavily on tourism. Indicatively, tourism activity represents 21 percent of GDP in Greece, 13 percent in Italy, and 12 percent in Spain.

Key findings of the report include:

• climate perception is linked to any extreme weather event in a destination.
• changes in climate perception are more pronounced in Mediterranean destinations due to the high concentration of tourists in the summer months.
• in Greece, there is a dependence on products that are dependent on climate and good weather. Nature, beaches and sports account for 54 percent of mentions on social networks by travelers.
• the weather has become a frequent topic in tourist mentions by travelers who comment positively or negatively taking into consideration factors such as high temperatures that prevent them from carrying out some activities.
• perceptions of the local climate tend to be more negative during extreme summers.
• in Greece, overall visitor satisfaction was supported by a good perception of the products offered, hospitality and sense of security.
• it’s still too early to establish a change in behavior of travelers.

Mabrian Study: Climate Change and Traveler Satisfaction

Lastly, Mabrian analysts warn that if negative mentions about the climate continue in the coming years, overall satisfaction with the destination will decrease and travelers could eventually stop visiting.