After several summers marked by heat-related incidents, tourists visiting Greece this year appear far more conscious of the dangers posed by ultraviolet radiation and prolonged sun exposure. Across Athens, visitors are increasingly shielding themselves with wide-brimmed hats, sunglasses, and even UV-blocking umbrellas as they explore the city's ancient landmarks.
The shift reflects a broader European trend: as the continent grapples with successive heatwaves and wildfires, public awareness of sun safety has grown. While the extreme conditions have raised alarm, they have done little to curb enthusiasm for travel to the Greek capital.
At the Acropolis, the change is visible. Tourists from around the world now routinely sport protective gear. One visitor from Peru, pausing near the Parthenon, explained her approach: "I travel with a hat, and this umbrella also offers ultraviolet protection, so I have full UV protection."
Red Cross sees better-prepared visitors
Red Cross volunteers on the ground confirm that the message is getting through. Eirini Bourovili, a volunteer in Athens, says she is handing out fewer hats during the organisation's heat-stress prevention campaign, which distributes water, sunscreen, and headwear to visitors.
"People tend to use more hats and other protective methods such as sunscreen and sunglasses compared with the past, because I think they are now better informed about ultraviolet radiation and how sunlight and sun exposure can affect the skin and skin ageing, as well as skin cancer," she explains.
The improved preparation comes as Greece endures some of its hottest summers on record. Last year was the third hottest in the country's history, yet tourist numbers reached a record 38 million. That influx has raised concerns about overtourism on the islands, even as the mainland's attractions remain popular.
Health experts stress that simple measures can make a significant difference. Beyond hats and sunscreen, they recommend seeking shade during peak UV hours, staying hydrated, and monitoring local heat warnings. The Red Cross campaign in Athens is part of a wider effort to protect visitors, many of whom arrive from cooler climates and may underestimate the intensity of Mediterranean sun.
For those planning trips, the advice is clear: pack a hat, bring sunscreen, and don't rely on luck. As Europe's climate continues to warm, such precautions are likely to become as standard as a passport.
Greece's tourism sector, meanwhile, is bracing for another busy season. Projections suggest the surge in arrivals could persist through 2027, driven by European travellers seeking reliable summer sun. The challenge will be balancing that demand with safety and sustainability, particularly as wildfires strain firefighting resources across the region.
For now, the sight of tourists in Athens with hats and shades is a welcome sign that lessons from past summers are being heeded. As one volunteer put it, "A little preparation goes a long way."
