Uncertainty is returning to the British economy, creating a climate of restraint that does not leave tourism demand unaffected, with Greece currently among the winners of next year. This is the main message emerging from the World Travel Market taking place these days in London.
Most business people agree that there is a restraint in the purchasing power of the British, which has already become evident this year.
Alexandros Angelopoulos, CEO of the Aldemar hotel group, described a market with good mobility but lower spending per traveler: “This year’s messages are good in terms of movement, but not in terms of purchasing power. The British are more restrained, they have the feeling that their wallets will “hurt”. Despite all this, pre-bookings are on the rise.” However, he noted that, historically, increased pre-booking traffic is often accompanied by a subsequent decline.
For this year, he noted: “People did not spend outside. All-inclusive and Airbnb were more popular, and the hotelier’s wallet is receiving much less than what is recorded as an increase in receipts.”
Regarding operating costs, he emphasized: “We have inflationary trends in consumer products and reduced purchasing power. These move in opposite directions. Very soon, we will see a problem.”
5-7% increases in 2026 contracts
Grigoris Tasios, president of the Halkidiki Hotel Association and the Halkidiki Tourist Organization, is on the same wavelength. “We see a relative sluggishness in the British market, for economic reasons within the country. That is why there is a “freeze” in pre-bookings from tour operators, which are not moving at the same pace as in previous years when there was momentum already since November. However, in Greece we have a steady attraction to the islands and to Macedonia Airport. We will wait, I believe we still have a long way to go,” said Mr. Tasios.
Regarding the prices of tour operators’ contracts for 2025, he explained that they have given an increase of 5-7% but it is not enough due to the inflation rate in the country and the high operating costs of hotels.
The reasons for the British restraint
The reasons for this restraint shown by the British market were explained by Vivi Kambouroglou, head of the Commercial and Economic Affairs Office of the Embassy of Greece in London. As she told Tornos News, for the first time the 2026 budget was not approved in October but was postponed for voting on November 27. This delay, combined with widespread concern about possible tax increases, has led to a restraint in spending and a “freeze” in hiring, while food inflation remains high.
Nevertheless, she points out that there is one constant that differentiates British consumers: the need to travel. “The British deeply love travel – they can’t bear not to leave, maybe because of the weather, maybe because they live on an island and feel trapped,” she says.
Shift towards budget-friendly holidays?
This, as Greek market players agree, means that demand will not disappear, but will change: holidays will likely be shorter or more budget-friendly, with a greater emphasis on value over price.
A similar message is coming from Poland, a market that has become of strategic importance for Greek tourism. Maciej Nykiel, CEO of the large tour operator Nekera, explains to Tornos News that prices in Greece have increased more than in competing countries such as Turkey and Egypt. “Poles now come by air and not by road as before, which increases the overall cost. Nevertheless, they still love Greece and prefer it mainly for all-inclusive holidays and we are increasing flights, both through partnerships with low-cost carriers and with charter flights,” he says.
What does all this mean for Greece
2026 is shaping up to be a year of adjustment for Greek tourism. Two of the key markets – Britain and Poland – appear to maintain demand, but with a more sensitive economic criterion.
For Greek businesses, this translates into a need for flexible pricing policies, with an emphasis on early booking and experience, readjusting the all-inclusive product to offer differentiation from Turkey and Egypt, and investing in loyalty and personalized offers, which strengthen visitors’ emotional connection to the destination.
