For a growing number of holidaymakers, the rational response to the intense heat, high prices and overcrowding that blight the Mediterranean in July and August is to visit in the spring or autumn. After all, the weather is cooler, hotels are better value and the vibe is more relaxed.

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This so-called “shoulder season” travel is booming. The trend could help reduce overtourism while boosting the use of aircraft and accommodation during the normally fallow off-peak months.

But this rebalancing will not happen without a coordinated industry effort to keep resorts open and highlight the attractions of off-peak travel. Oh, and more flexible school holidays would also help.

Europe is once again anticipating an influx of wealthy American visitors this year, but if they are sensible, those unrestricted by the school calendar will delay their visit until the autumn.

Since the Covid-19 pandemic, America’s Delta Air Lines has seen a multi-year “systematic shift” of US demand for European trips from July and August into the shoulder periods “as consumers look to avoid peak crowds and summer heat”, its president, Glen Hauenstein, told investors earlier this month.

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“The peak is getting less peaky and the shoulders are getting stronger,” he said.