The Greek Island revolution: Brits trade busy beaches for hidden havens

December 11, 2025

TUI UK&I

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.

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 has 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”.

About TUI UK&I

TUI is one of the world's leading tourism and leisure groups, delivering trusted holiday experiences to millions of customers every year through the UK's favourite holiday brands including TUI UK& Ireland, First Choice, Marella Cruises, and Crystal Ski Holidays.

Backed by a team of over 11,000 professionals and a network of 330 retail stores and independent travel agent partners, customers benefit from expert advice throughout their holiday experience. TUI Airways, part of TUI Airline, operates to over 75 destinations in 31 countries including Turkey, Greece, Cape Verde and Egypt with 70 aircraft from 23 UK and Ireland airports. We partner with over 45 leading airlines giving customers unmatched flexibility to find their perfect holiday whether it be Warsaw, New York or the Maldives. Our award-winning service is recognised by Good Housekeeping and trusted by customers with a 4.5 star Trustpilot rating. We were also awarded Best Travel Company for Accessible Holidays 2025 by Good Housekeeping.

Part of the Markets + Airlines business division within TUI Group, TUI UK & Ireland operates a comprehensive portfolio including TUI River Cruises, TUI Cities, TUI Lakes & Mountains, TUI Tours, and premium accommodation brands TUI Blue, Holiday Villages, and Magic Life.

Visit the TUI Newsroom to learn the latest news and updates.

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The Greek Island revolution: Brits trade busy beaches for hidden havens

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