HOLIDAY company TUI has said it will consider launching holidays to new and overlooked destinations following scorching weather across Europe.
Wildfires have broken out in holiday destinations like Greece and Italy this summer, forcing people to change their plans.
The tour operator said on Wednesday that it could now see its travel season shift to start earlier in the spring and end in the autumn.
It also highlighted countries like Belgium and Poland, where temperatures remain cooler, as potential alternative destinations for holidaymakers looking to avoid weather disruption.
Chief Executive Sebastian Ebel made the comments amid a summer that has been mired by extreme weather across southern Europe and after announcing that TUI could face up to 25 million Euros (£21.5m) in costs tied to wildfires in Rhodes, Greece.
That experience has prompted the firm to consider introducing insurance for its clients travelling to destinations that could be impacted by climate change-related events, like wildfires.
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But the extreme weather could also come with benefits for the tour operator, who is looking at extending its season and opening up new destinations.
Ebel told a media call: "We will go into Greece to middle of November and I actually asked my colleagues, maybe we should open it until the end of the year, until or after Christmas."
He added there would be a focus on new destinations in Nordic countries, the coasts of Belgium and Poland and others as tourists seek out cooler climates.
Ebel continued: "It gives us more opportunities for growth."
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Some families are already choosing to holiday in Belgium, where bargains can be found on summer getaways.
For example, Sunparks Kempense Meren is set just east of Antwerp and is more than £1,000 cheaper than Centre Parcs.
Despite being set nowhere near the beach, the holiday parks features plenty of water-based activities like a subtropical swimming pool with slides and rapids.
Families can still enjoy beach holidays in Belgium too, with places like Zeebrugge offering stretches of white sand for people to enjoy on warmer days.
The seafront even has its own beach library where visitors can borrow magazines and books to read while lazing in the sun.
Ostend and De Panne are also popular beaches among locals, who opt to stay in Belgium rather than go away for a holiday.
There are other great reasons to visit the European country too, including its beer and of course its world famous cities.
Back in 2016, Belgium's beer was declared a "treasure of humanity" by heritage agency UNESCO.
They state that the country's tipple has an "integral role in social and culinary life".
There are plenty of stunning places where it can be sampled too.
Bruges is arguably one of the country's best places to try beer, with hundreds of bars selling loads of the nation's best-loved brews.
The city is also known for its canals, cobbled streets and medieval buildings.
It's easy for Brits to get to Belgium as well, with Eurostar trains from London to capital Brussels taking less than two hours.
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Meanwhile, these are the top five cheapest holiday destinations for cheap beers.
And these are the top 10 beers and where to find them around the world.
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