British holidaymakers are increasingly choosing Greece over Spain this summer, following Greece's unilateral decision to abolish biometric border checks in mid-April, defying the European Commission. According to the Advantage Travel Partnership, Greece has overtaken mainland Spain in new bookings from UK travellers for the upcoming summer season.
Shift in Booking Trends
Data from the last two weeks of April reveals a notable decline in mainland Spain's share of new summer bookings from the UK, dropping from 8.7 per cent to 7 per cent. Meanwhile, Greece's share has risen from 7.7 per cent to 9.8 per cent, reflecting a growing preference for destinations with smoother entry processes.
Why Greece is Winning
Julia Lo Bue-Said, chief executive of the Advantage Travel Partnership, explained that travellers are prioritising destinations that offer a more predictable and hassle-free arrival experience. The potential disruptions associated with the EU's new entry-exit system (EES) have influenced this shift, as tourists seek to avoid long queues and bureaucratic delays at borders.
Greece's move to scrap biometric checks, while lacking a legal basis under EU rules, has so far gone unpunished by Brussels. The European Commission maintains that the rollout of the EES is progressing well in other member states, but has not yet taken action against Greece for its unilateral decision.
Impact on Spanish Tourism
The trend represents a significant blow to Spain's tourism industry, which has long been a favourite among British sun-seekers. Mainland Spain's declining share of UK bookings suggests that concerns over border procedures are outweighing traditional preferences for Spanish beaches and culture.
Travel analysts predict that if Greece continues to offer a frictionless entry experience, it could cement its position as a top summer destination for Britons, potentially reshaping holiday patterns in the Mediterranean for years to come.
