Brits are ditching the usual hotspots and unlocking a new side of Greece, with TUI seeing a surge in bookings to lesser-known islands as holidaymakers hunt for better value and more authentic sun escapes.
*All details correct at time of publish (12 December 2025)
New data from TUI shows a clear “Hidden Greece Revolution”, as travellers increasingly turn to quieter islands including Samos, Preveza, Kefalonia and Halkidiki.
Samos is leading the charge with bookings up 118 per cent year-on-year, helped by the addition of an extra weekly TUI flight from London Gatwick Airport.
Holidaymakers are falling for its relaxing beaches, emerald water and traditional tavernas, as well as the bragging rights of visiting an island many Brits still don’t know about.
Preveza bookings are up ten per cent, driven by holidaymakers looking for an unspoilt slice of Greece with quiet beaches and an easy-going, authentic atmosphere. It also acts as a gateway to Lefkada, giving travellers the chance to explore two lesser-known gems in one trip.
Meanwhile, Kefalonia and Halkidiki have seen growth, both of which offer great value for couples and families, they’re quickly becoming one of TUI’s most reliable summer favourites.
TUI says the trend is being driven by Brits looking for good value, craving more authentic local experiences and wanting to try somewhere off the beaten track.
Commercial Director at TUI UK & Ireland, Chris Logan, said: “What we are seeing is Brits exploring Greece in a whole new way. These picturesque islands offer incredible beaches, amazing food and fantastic value without the crowds, allowing people the chance to truly relax and indulge.
“The demand shows travellers are ready to go beyond the classics and discover Greece’s hidden gems and TUI makes it simple, with flights, transfers, hotels and 24/7 support all sorted”.
Visit www.tui.co.uk for more information.
