As Britain wades through summer, southern Europe is struggling to cope with a heat wave that has left hundreds dead.

Hungary has been hardest hit by the heat, which has “contributed to the early deaths of 230 people”, according to chief medical officer Ferenc Falus. Temperatures in the southern city of Kiskunhalas reached 41.9C last week before violent thunderstorms brought temporary respite.

The Turkish resort of Kusadasi hit 42C and midday temperatures in Crete touched 44C. Mainland Greece was even hotter, with a high of 45C in Athens on Wednesday. Wildfires have ravaged the drought-stricken country, destroying villages and overstretching the firefighting infrastructure.

Authorities in the Balkans warned people to stay indoors after heatstroke killed dozens across the region. Two more died in Bulgaria, where temperatures broke records, and, at the time of going to press, more than 860 people were reported to have gone down with heat exhaustion in Romania. In Italy, 4,000 people had to be evacuated by sea after wildfires encircled camp sites in Puglia, killing four.

So, has the blistering European heat deterred British sunseekers? Not in the slightest, say tour operators. “Those people who had planned to stay at home are now revising their plans and heading straight for the Med,” says Rebecca Lee of Simply Travel. “We’ve seen a 78% increase in bookings on this time last year.”

“We have been inundated with people looking for last-minute villas,” says rental company The Villa Book. “The south of France is the most popular destination.”

Bob Atkinson of the holiday website Travelsupermarket.com says, “All the tour operators and airlines have stock to sell, with late deals for Turkey, Greece and the Spanish costas and islands being particularly popular.”

Holidaymakers heading for Greece, Italy or the Balkans, where tinderbox conditions pose a serious threat of further forest fires, should check local conditions with their tour operator or the Foreign Office (0845 850 2829, www.fco.gov.uk) before setting out.

Times recommends

• Travel advice: what to do if your flight is disrupted
• Top 10 unmissable events in 2010
• Seven spa breaks for January