The profile of British tourists has been for decades associated with sun, beach and beer. This traditional formula continues to be present in many destinations in southern Europe, but now begins to lose strength in some of them, such as Spain.
New destination of election among the British
In recent years, there has been a change in the behavior of visitors from the UK. Although the Spanish coast remains popular, newspapers like The Sun point to a new favorite destination: Greece.
Quiet beaches conquer travelers
In addition to the beauty of the landscapes, what attracts the most British tourists is the tranquility of Greek beaches. Unlike the often overcrowded Spanish beaches, Greek covers offer space and quiet.
Also the economic issue is influenced this change. In destinations such as Thassos, Lefkada and Agistri, it is possible to find beer for about a pound, which represents a significant savings for those traveling to family or friends, according to the British newspaper.
Eating well and cheap is increasingly rare
Meal costs are also quite affordable. Simple fish, vegetable or cheese dishes surround the five euros, while seafood options such as sardines, grilled octopus or squids range from 8 to 12 euros.
Family host is valued
Another determining factor is the authenticity of the experience. Many of the Greek taverns have been managed by families for several generations and privilege the welcome of guests instead of maximizing profits, according to As.
The climbing of prices removes tourists from the Iberian Peninsula
The escalation of prices in Spain has not been unnoticed. Local hotels, restaurants, and accommodation have been very stare, which is pushing tourists to similar alternatives with similar climate and more controlled costs.
Limited access preserves the charm
The Greek natural landscape also stands out. Many beaches are only accessible on foot or by local aquatic taxis, which contributes to preserving your charm and avoiding overcrowding.
We recommend:
Less rush, more space for all
According to the Ionian Island Holidays, a fate agency in Greece, “it will not be necessary to ask for a vestry at 7 am: there is room for everyone.” This statement has been gaining weight among the British.
In addition, Greece has been reinforcing its environmental commitment. In 2025, the country raised 623 blue flags on its beaches, becoming one of the world leaders in bathing quality.
The human factor continues to count
Many travelers are no longer looking for climate or proximity. Safety, family environment and contact with nature are gaining protagonism in choosing a vacation destination.
Despite the slightly longer distance from the UK, flight time pays off with what they find when it comes: crystal clear waters, picturesque villages and very attractive prices.
Summer is no longer the only period when British are present in these destinations. The trend is destationalizing, and Greece seems to respond well to this growing demand.
Spain loses tourists, Greece gains protagonism
The change of route reveals a clear sign that tourism is in transformation. According to, while Spain is debated with the challenges of massification, Greece is affirmed as the new refuge of election for British tourists.
Also read:
