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 fall. After all, the weather is cooler, hotels are better value and the vibe is more relaxed.

This so-called “shoulder season” travel is booming. The trend could help ameliorate overtourism while boosting the use of aircraft and accommodation during the normally fallow winter months. But this rebalancing won’t 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’re sensible, those unrestricte

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