ATHENS – Day after day, week after week of unrelenting heat is wilting tourists, Greek and residents and leading to advisories on how to deal with it, but not to stop going to beaches or resorts or clubs or avoid the seashore during the hottest parts of the day.

The blistering weather is expected to last all through July after a record hot June set the stage, and saw wildfires controlled thanks to adding resources, staff and more water-dropping aircraft and using technology and drones to spot blazes.

Temperatures are hovering around, or surpassing, 100 degrees and as high as 114 degrees in central Greece while the islands offer little relief, many of the public beaches taken over by private businesses and catering to tourists.

The Ministry for Civil Protection and Climate Change said southwesterly winds from Africa would bring temperatures sometimes exceeding 40 degrees Celsius (104 Fahrenheit) at least until July 19 although likely longer through the month.

People have been advised to wear light clothing, drink plenty of water and avoid long hikes during the hottest part of the day after several tourists died on hikes on islands, some without cell phones, water or proper equipment.

People were urged to stay indoors when possible and avoid heavy labor during the hottest hours of the day. Emergency measures require employers to keep pregnant women and people aged over 60 off work, and banning construction work from 11 am. to 5 p.m. but people flock to available beaches in the heat of the day.

The heat is especially felt in Athens, once shunned by tourists en route to islands but growing in popularity with its funky neighborhoods, coffee shops and restaurants and walkable routes to archaeological sites and the Acropolis.

With relatively little green space, no public water spots and few trees or places to avoid the sun, Athens is essentially a cement jungle radiating the heat, its rooftops without greenery and public places exposed to the sun.

Health officials have reported a rise in calls to emergency responders due to heat-related health problems but so far there’s been no special advisories to tourists who just keep coming for now, with worries they won’t in future years because of the heat, and with the country often on alert for more fires.