Holidaymakers love the incredible food and cheap drinks
Porto Katsiki on the Ionian island of Lefkada, Greece(Image: Getty)
Brits grappling with a cost of living crisis and anti-tourism sentiment in Spain are being encouraged to explore an emerging European hotspot that’s pitched as “better value”.
Spain has traditionally been the go-to destination for UK holidaymakers, but escalating prices and overcrowded beaches are prompting a change.
Greek travel experts Ionian Island Holidays report that more Brits are opting for quieter, lesser-known Greek islands where they can enjoy £1-£2 pints, serene beaches and authentic local culture – all without breaking the bank, reports the Daily Star.
While Spain still holds appeal, rising costs and over-tourism are driving holidaymakers towards alternative destinations. Islands such as Thassos, Lefkada and Agistri are gaining popularity due to their laid-back charm and affordability.
Ionian Island Holidays says it has witnessed a significant uptick in bookings for these destinations, particularly during shoulder seasons like May, June and September.
“British holidaymakers are craving a slower pace and better value. Greece’s smaller islands offer both-plus hospitality and scenery that rivals any postcard,” said a spokesperson.
On islands like Kalymnos and Agistri, it’s not uncommon to find 500ml draught beer or a carafe of house wine priced between €1.50 and €2.50 (£1.30–£2.10), along with Meze dishes featuring grilled vegetables, fried cheese or seafood for under €5.
These establishments are typically family-run, prioritising hospitality over high profit margins, often rounding off meals with a complimentary ouzo or raki.
“Many of these tavernas have been in families for generations,” the spokesperson added. “They care more about welcoming guests than maximising profit.”
These islands are also famed for their private beaches, tucked away in a cove. On top of this, Ionian Island Holidays assures “you won’t need to claim a sunbed at 7am – there’s space for everyone”.
The only downside is the route to get there – many of the smaller islands do not have their own airport. To reach Agistri, for example, many holidaymakers fly to Athens then get the hour-long ferry across.
Travellers headed to Lefkada can fly into Preveza and from there it is between 20 and 30 minutes by car into Lefkada Town. The route is also served by buses.
For many Brits, food is one of the key ingredients to a successful holiday. When it comes to the Greek islands, hearty main dishes like moussaka or souvlaki typically set you back €6–€9 (£5–£8).
Shared plates (meze) of fava, dolmades, tzatziki or fried courgette often start from just €3 (£2.50). Most meals are freshly prepared using local produce – many tavernas cultivate their own herbs, source fish straight from nearby harbours and use locally pressed olive oil.
“It’s not just cheap-it’s authentic. These aren’t tourist menus; they’re cooking for neighbours, too”, added Ionian Island Holidays.
“Visitors often say they feel like they’re in a real community, not a tourist zone. That authenticity is priceless.”