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In the week that TUI CEO Sebastian Ebel announced that the travel giant is looking at cooler alternatives to the Mediterranean for summer holidays, such as the Nordic region and the coasts of Belgium, Holland and Poland, brand expert Steph Thomas warned travel companies need to act fast to save the traditional summer getaway.

Referring to the recent wildfires in Greece and Portugal, and the first-person accounts of ‘ash raining down on sunloungers’ while families were forced to flee to beaches for safety, Steph said travellers are no longer able to ‘look away’ and ignore the problem of sustainability.