Greece holds a stable 12% share among the most popular destinations for organized holidays for travelers from the United Kingdom, as shown by the data presented by the country’s organized tourism association, ABTA, in the “Holiday Habits 2025-26” report.
Our country, for the period from August 2024 to July 2025, was in 5th place in preferences, with the first destination of the British being Spain (share 32%), second France (24%), third Italy (18%) and fourth the USA (14%).
At the same time, for the coming 12 months – from August 2025 onwards – our country remains in 5th place in preferences with a share of 10%, while preferences are also “weakened” in the remaining top destinations (Spain 23% and Italy, France and the USA with 14% each).
This is happening as the British want to explore new places, with a significant percentage likely to visit a country (48%) or a city/resort (54%) that they have not visited before.
Young families with children are at the most adventurous stage of their lives, with around two-thirds stating that they are likely to visit a new country (69%) or a new resort or city (75%) in the next 12 months, compared to less than half of respondents aged over 45 without children.
City and beach breaks, with preferences of 46% and 47% respectively, top the list of types of holiday that UK travellers expect to take in the next 12 months.
This is followed by country breaks (25%), multi-destination trips (17%), lake and mountain trips (16%), cruises (15%) and adventure holidays (14%).
City breaks are most popular with 55-64 year olds, with adventure holidays scoring highest among 18-24 (25%) and 25-34 year olds (31%).
The most important factors for booking
45% of Britons consider ‘destination’ to be the most important factor when deciding to book a holiday, rising to 57% for those aged 65+.
This is followed by just over a third of people (33%) who said “cost” was the most important factor and 12% who said “holiday dates”.
The report was based on a survey of a representative sample of 2,001 adults in the UK and was conducted from July 21 to August 1, 2025.
