Greece and British tourists: What sells the most this summer

Greece continues to be one of the top destinations for British tourists, as travel agencies in Great Britain record high demand for this summer. According to the latest TTG survey, Greece is among the countries that have successfully extended their season, gaining a significant share of travel sales outside the classic summer season.

Greece: Winner in extending the tourist season

With tourism authorities promoting Greece as an attractive destination outside the summer, our country is emerging as the top choice for shoulder season travel among Britons, with 25% of agents stating that they promote Greece for off-peak holidays. This places Greece above Spain (with 19%), as well as other competitive markets such as Dubai (15%) and Turkey (13%).

Traditional high-demand destinations such as Crete, Rhodes, and the Cyclades remain popular, while there is strong interest in new, lesser-known destinations that offer authentic travel experiences and quieter holidays.

The main factors influencing travel choices

The TTG survey highlights that the search for good weather is the main reason why Britons choose Greece. 82% of travel agents said that sunshine and a warm atmosphere are crucial factors, while 68% highlighted the importance of good value for money. In addition, travelers are interested in sights, cultural experiences, and destinations that offer a “bucket list” item.

Challenges and opportunities for the Greek market

While Greece remains firmly in the top choices, the negative publicity surrounding the fires seems to have influenced some travelers, pushing them towards alternative, more distant destinations. However, this is also an opportunity for the Greek tourism industry to promote lesser-known areas that are not affected by extreme weather events.

In addition, anti-tourism protests in destinations such as Spain may lead more travelers to Greece, which continues to be promoted as a welcoming and culturally rich destination.

Greece’s place in the overall travel trend

In general, Mediterranean destinations remain strong in the British market, although there is a trend towards more exotic and luxurious destinations, such as the Maldives and Thailand, especially for higher budgets. However, Greece continues to be one of the first choices for travelers looking for summer holidays, good weather, and authentic experiences.

By continuously promoting new tourism products and strengthening the tourist season beyond the summer, the Greek tourism industry can maintain and further strengthen its position in the British market, attracting a wider range of visitors throughout the year.

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