THE RISING RISK OF WILDFIRES – AND THE IMPACT ON BUSINESS TRAVELLERS
- Number of wildfire alerts in first half of 2025 already almost four times first half of 2024
- “What we’re seeing with wildfires is that seasonality is breaking down,” said Frank Harrison, Security Director, Americas at World Travel Protection. “These fires are no longer confined to historically high-risk zones.”
- World Travel Protection outlines five key steps to protect employees on the move
62% of business travellers worry about natural disasters when they travel, according to a recent global survey of 2,000 respondents1. Among these risks, wildfires are emerging as one of the most unpredictable and fast-growing threats – with countries such as the United States, Chile, Australia, Canada and Greece now frequently affected.
New data from World Travel Protection, in collaboration with intelligence provider Riskline, reveals a sharp rise in wildfires globally. The company’s Travel Assist app, which delivers real-time alerts to travellers on the road, recorded an 84% increase in wildfire alerts from 2023 to 20242. In the first half of 2025 alone, the number of wildfire alerts was already nearly four times higher than during the same period in 20243.
Depending on terrain, wind, and weather, wildfires can move at speeds of up to 14 miles per hour. In 2024 alone, fires scorched nearly 1.9 million hectares (4.7 million acres) across Europe, the Middle East, and North Africa.
As wildfires approach, air quality can deteriorate rapidly, and roads may close with little or no warning. These situations can escalate rapidly, often leaving travellers with limited time to react. According to Frank Harrison, Security Director, Americas, at World Travel Protection, wildfire-related assistance cases can range from managing travel disruptions and securing medical support, to executing full-scale evacuations in extreme cases.
“What we’re seeing with wildfires is that seasonality is breaking down,” said Harrison. “These fires are no longer confined to historically high-risk zones. Regions once considered low risk are now seeing frequent and intense wildfire activity. As the season grows longer, more severe, and less predictable, the need for proactive safety measures has never been more urgent.”
He added: “2025 may be the most extreme wildfire year yet – demanding immediate focus on emergency preparedness, and regional risk monitoring.”
What can companies and business travellers do to protect themselves?
The increasing unpredictability of wildfires presents a major challenge for global mobility and duty of care obligations. Traditional risk assessments are no longer enough.
Here are five key steps for businesses to mitigate wildfire risk for employees on the move:
- Source Accurate, Local Information
Encourage travellers to check local news, weather updates, and government sources, and not rely solely on social media for critical alerts. Travellers should listen to official alerts, warnings and evacuation instructions from local authorities and be aware that these can change rapidly during wildfires. They should be ready to act immediately, as wildfire situations can escalate quickly and may require urgent evacuation with little or no warning.
- Monitor and Prepare
Track weather advisories and evolving travel restrictions in fire-prone areas. Set up a comprehensive alert system that notifies employees of potential threats in real time. Equip employees with travel risk management apps, like World Travel Protection’s Travel Assist app, that deliver real-time, location-specific alerts, provide safety tips, and offer two-way communication in emergencies. Ensure employees are trained to use them. - Identify and Support Medical Vulnerabilities
Employees with respiratory conditions such as asthma or COPD are at greater risk in areas affected by wildfire smoke and poor air quality. Before travel, identify any underlying medical conditions that may require additional support or contingency planning. Ensure affected individuals have access to necessary medications, understand how to monitor air quality, and know when to seek medical help. Where appropriate, adjust travel plans to minimize exposure. - Create an Emergency Travel Plan
Establish a clear emergency protocol covering evacuation routes, communication channels and health guidance related to smoke and air quality. Communicate these plans before departure. - Develop a Crisis Communications Strategy
Be ready to manage business continuity and reputational risks if an employee is caught in a wildfire – especially important for high-profile or executive travellers.
“By actively monitoring risks, preparing emergency plans, and leveraging technology, companies can better protect their people while fulfilling duty of care obligations,” said Harrison.
“In this rapidly changing environment, organisations must lead the way – not just reacting to crises, but planning ahead to ensure resilience and business continuity.”
1 Opinium online survey conducted with 2000 people, who travel for business at least once a year in each of the countries, the UK (500 respondents), the United States (500 respondents), Canada (500 respondents) and Australia (500 respondents), from 3 – 10 February 2025.
2 In 2023, there were 344 wildfire alerts, which had risen to 633 by 2024 – a rise of 84%.
3There were nearly four times as many wildfire alerts in the first half of 2025 compared to the same period in 2024 – rising from 153 to 579.
About World Travel Protection
Founded in 1988, World Travel Protection is a global leader in travel risk management, providing corporate and leisure travellers with access to 24-hour expertise and support.
Travel risk management encompasses medical case management, evacuation, and repatriation together with providing access to virtual care services (telehealth) and security intelligence. In addition to support services for medical, travel, and security emergencies, World Travel Protection educates and trains businesses to mitigate exposure to inherent risks associated with travelling abroad. These proactive travel risk management services focus on understanding unique risks based on traveller profile, the activity being conducted, and destination risks to ensure foreseeable risks are understood and managed.
Millions of travellers place their trust in World Travel Protection each year for assistance across 200 countries and territories.
World Travel Protection is part of Zurich Cover-More, a global travel insurance and assistance group and wholly owned by Zurich Insurance Group.
For more information, visit www.worldtravelprotection.com
