Spain, Italy and Greece are among the holiday destinations most loved by British tourists planning a summer holiday.

However, with temperatures in these countries reaching 40C multiple times over the past several weeks and warnings being issued by officials about the ongoing heatwave, holidaymakers may be discouraged from spending time in the Mediterranean just yet. 

But this does not mean Brits have to give up relaxing by a pool or taking part in adventurous pursuits this summer, a travel expert noted.

Rather, by opting for a “coolcation” – spending the holidays in cooler destinations – Brits may enjoy all the more typical summer activities.

Adam Schwab, Co-Founder and CEO of Luxury Escapes, told Express.co.uk: “Flocking to one of Europe’s coastlines in the summer is something many people look forward to each year, however with popular European destinations like Spain and Italy experiencing unprecedented heat, the usual beaches and coastal destinations enjoyed by Brits are understandably not as appealing as usual – and this trend is likely to continue as frequent heatwaves become more common.” 

Looking at possible destinations Brits may swap the Mediterranean with, Mr Schwab identified Austria, only a short flight away from London, as well as the Swiss Alps.

He said: “Anyone seeking a more comfortable climate, while still looking for a relaxing escape, should instead consider swapping the sea for the Alps in Switzerland or, even consider visiting Austria.

As many Mediterranean destinations are not experiencing the usual coastal breeze that Brits would typically expect, travelling to one of these destinations instead could provide a more refreshing experience.”

Mr Schwab noted many benefits, including economic ones, await those who opt for holidays in cooler climates, as he said: “Taking your holiday in cooler climates in the summer break can offer several benefits over the traditional hot-weather destinations, especially for those who find it difficult to unwind during the extreme heat. Holidaymakers can still participate in fun outdoor activities such as hiking, biking, and sightseeing whilst abroad.

“These destinations are also usually in less touristy areas, leading to a more relaxed and intimate travel experience for those looking to avoid big crowds – all the better to engage with the local culture. Plus, ‘coolcations’ are generally less popular, which can result in lower accommodation and activity costs due to lower demand.”

The heatwave still gripping parts of the Mediterranean has not just raised concerns for the well-being of the most vulnerable who venture out in the sun but also heightened the chances of wildfires.

In its travel advice for Greece, the Foreign, Commonwealth and Development Office (FCDO) wrote: “Wildfires are highly dangerous and unpredictable. The situation can change quickly. To avoid starting wildfires: leave no litter, especially not glass which is known to start fires; make sure cigarettes are properly extinguished; do not light barbecues.”