Tourism | Holiday packages for Britons to be more expensive in 2025 - Greece's position and why Zakynthos stands out

British holidays are up to 11.5% more expensive this summer in most European destinations, according to the annual survey by consumer organization Which?

Greece, for the one-week holiday packages in August examined in the survey, is 2.5% more expensive.
The 10 cheapest all-inclusive destinations for the summer of 2025, as you will see below, include Zakynthos,
On average, the prices of holiday packages for the summer of 2025 have increased by 4.2%, compared to last year. The Which? the survey analyzed more than 8,000 holiday packages to the top 10 summer destinations for Britons.

The highest rate of increase (11.5%) is recorded for Black Sea holiday packages in Bulgaria: from £1,038 in 2024, to £1,157 in 2025. This means that a couple booking a week-long summer break now will have to spend £238 more, on average, than last year.

Holidaymakers will also have to pay an extra £80 or more for week-long package holidays to Italy (up 7.4%), Portugal (up 6.8%) and Cyprus (up 6.4%) this summer.

According to these research findings, package holidays to Greece, the Canary Islands, and mainland Spain are more expensive by 2.2% to 2.7%, while in the Balearic Islands they are cheaper by 0.6%. Therefore, they are more attractive destinations than the rest of Europe for British holidays this summer.

In detail, the average price of a package holiday in the 10 popular destinations for Britons for a week in August

Bulgaria | £1,038 (in 2024), £1,157 (in 2025), +11.5%, Difference £119

Italy | £1,163 (in 2024), £1,249 (in 2025), +7.4%, Difference £86

Portugal | £1,267 (in 2024), £1,353 (in 2025), +6.8%, Difference £86

Cyprus | £1,241 (in 2024), £1,321 (in 2025), +6.4%, Difference £80

Turkey | £1,239 (in 2024), £1,296 (in 2025), +4.6%, Difference £57

Croatia | £1,381 (in 2024), £1,419 (in 2025), +2.8%, Difference £38

Spain (mainland) | £1,077 (in 2024), £1,106 (in 2025), +2.7%, Difference £29

Greece | £1,202 (in 2024), £1,231 (in 2025), +2.5%, Difference £30

Canary Islands | £1,187 (in 2024), £1,213 (in 2025), +2.2%, Difference £26

Balearic Islands | £1,181 (in 2024), £1,174 (in 2025), -0.6%, Difference -£7

Why have holiday prices increased so much?

There are many reasons for these price increases, but the main reason, says Which? analysts is the continued high demand for holidays. Simply put, providers will charge what customers are willing to pay. Rising hotel energy costs and aviation fuel are also to blame for price increases, as is a shortage of aircraft due to the inability to meet orders for new aircraft, making it difficult to schedule sufficient flights.

The average price increase was above the current rate of inflation in the UK (2.5%) and the eurozone (2.4%) for seven of the 10 countries/regions examined in the survey. The sharp price increases in Bulgaria could be attributed to a lack of supply, as package holidays are concentrated in a few Black Sea resorts. In Mediterranean destinations such as Spain and Greece, holiday packages are offered at resorts throughout the country and, therefore, there is no question of meeting demand.

Price increases also in Italy, Portugal, and Cyprus reflect the increased availability of luxury all-inclusive accommodation, compared to other countries.

The photo is from the old monastery of Panagia Anafonitria in Zakynthos

The 10 cheapest all-inclusive destinations for the summer of 2025

The survey also revealed the top 10 cheapest destinations for Britons for a 7-night all-inclusive holiday package in the summer, They are:

Costa Blanca, Spain, £1,113
Fuerteventura, Canary Islands, £1,146
Tenerife, Canary Islands, £1,189
Dalaman, Turkey, £1,222
Burgas, Bulgaria, £1,228
Zakynthos, Greece, £1,266
Mallorca, £1,266
Gran Canaria, Canary Islands, £1,268
Cyprus, £1,314
Madeira, £1,346 £
The research

The research was carried out in January 2025, collecting and analyzing the prices of one-week package holidays in August to key European destinations, offered in the UK by the two largest tour operators Jet2Holidays and Tui. The prices were compared with the prices of one-week package holidays booked in January last year for August 2024. A total of 8,122 package holidays were analyzed.

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