Summary of Key Points
This summer in Europe, unprecedented extreme heat (with temperatures exceeding 40°C in many areas and breaking historical records) has exposed structural issues such as low air conditioning penetration rates, high energy costs, and difficulties in renovating old buildings. As a result, the tourist experience has plummeted—tourists have resorted to museums or shopping malls with air conditioning, and there have even been cases of death. The heat has forced a rethinking of travel trends, with "coolness" becoming a new necessity. Traditional hot destinations have seen a decline in popularity, while summer retreats (such as the Azores and Tengchong in China) have become more popular. Meanwhile, the European air conditioning market has seen growth, with Chinese brands like Gree and Haier seeing increased sales. However, difficulties in installation (due to approval processes, electrical infrastructure, and a shortage of engineers) are slowing down the adoption of air conditioning.
Detailed Analysis
1. How hot was it in Europe? Record-breaking heat and deaths
This year's European heat was nothing short of record-breaking: Paris reached 44.3°C (breaking France's national heat record), southwestern Germany may have exceeded 41.2°C, and London also saw temperatures of 39°C. Even the usually cool city of San Sebastián in northern Spain reached 40°C in June—nearly 20°C higher than the average historical temperature.
The heat was deadly: more than 40 people have drowned while swimming since June 18 in France (due to exhaustion from the heat), and two children died trapped in a car. Tourists faced even worse conditions: Ms. Wen had to seek shelter in museums after 10 p.m. in Paris, but the Louvre and Eiffel Tower closed early due to the heat. In Madrid, the Uber driver turned off the air conditioning (costing 1.52 euros per liter of fuel) to save money, making it difficult to use the phone during the ride; in Lisbon, restaurants set the air conditioning to 28°C, leaving both singers and customers sweating profusely.
2. Why don't Europeans install air conditioning? Not because they don't want to, but because they can't
The air conditioning penetration rate in Europe is only 20% (compared to over 90% in the U.S. and nearly 100% in China). The main reasons include:
- Property rights and building restrictions: In old urban areas, the exterior walls are owned by multiple residents, requiring all their consent to install air conditioning units. Some people in Madrid have waited for two years without success and even faced legal action (facing fines of several thousand euros). Historical buildings also require additional approvals, and the electrical systems are not designed to handle high-power air conditioners.
- High energy costs: The Russia-Ukraine war has increased natural gas prices, and the U.S.-Iran conflict has raised oil prices, leading to soaring electricity costs in Europe. Drivers turn off air conditioning to save money, and restaurants set lower temperatures to cut costs. A waiter in Portugal said, "The owners don't want to pay high electricity bills, and customers don't want it to be too hot—so we all just make do."
- Misconceptions: Some people (such as German mothers) believe that air conditioning is environmentally unfriendly and hinders carbon neutrality, preferring to suffer from the heat rather than install it. However, this is often a cover for the real obstacle of high installation costs.
3. Heat reshapes travel trends: "Coolness" becomes a must-have
Travel preferences have shifted, with "coolness" now being a key factor. Traditional hot destinations (Paris, Madrid, Lisbon) are avoided by tourists. Ms. Wen described her visit to Paris as "pure suffering" without air conditioning and advised friends not to go to Europe. Summer retreats like the Azores (with temperatures of 20-25°C) have become popular. Domestic destinations such as Tengchong in China, Dali, and other cooler regions, as well as Nordic countries like Sweden and Norway, are now in high demand. In short, those that offer cool environments will dominate this year's travel market.
4. Chinese air conditioning brands do well in Europe, but installation is a challenge
The European air conditioning market is growing rapidly, with forecasts predicting a doubling in size from $26.5 billion to $46.4 billion by 2034. Chinese manufacturers like Gree, Haier, and Midea are seeing double-digit sales growth. However, installation remains a major obstacle:
- Renovating old buildings is time-consuming, requiring approval from residents and meeting historical building regulations.
- There is a severe shortage of engineers, with the European labor market warning of a significant gap in air conditioning installation skills over the next three to four years, especially in countries with low penetration rates like Germany.
5. Climate change is changing travel destinations
Climate scientists say that heatwaves like these used to occur once every thousand years but are now becoming the norm. This means that traditional summer retreats (such as the European mainland) may become unbearably hot, while previously cool areas will become more popular. The tourism industry needs to adapt by offering "summer retreat packages" and recommending destinations with suitable temperatures. Ms. Wen's reservation for a Tengchong民宿 is a clear example of these changes—global warming is not only altering the climate but also where we travel.
In essence, this news highlights how extreme weather is forcing changes in our lives and industries. Those who can adapt to these changes (such as Chinese air conditioning brands) will thrive, while those that cannot (like old European cities) will fall behind. For ordinary travelers, seeking cooler destinations has become a necessity rather than an optional luxury.