YouGov Destination Index: Brits Heading to Greece in 2024

Greece is among the five most popular destinations among British travelers, according to the DestinationIndex survey conducted by the international online research group YouGov.

DestinationIndex provides daily destination metrics for travel and tourism marketers, tracking public perceptions of the world’s most popular hotspots. It monitors public perception of 200+ travel destinations and 30 key tourism markets daily across 16 vital brand health metrics.

On the top 10 list of destinations, Greece ranked third with 8 percent of British respondents indicating a preference for holidays in the country in 2024.

However, domestic holidays proved to be most popular among Britons, with 17 percent saying they’re most likely to visit somewhere in the UK. Spain (15 percent), which was the most popular travel destination at this time in 2023, came in second for the Brits this year.

Continental tours are also appealing to UK consumers, with European destinations making up seven of the top 10 destinations.

Italy followed Greece in fourth place and France in fifth. The top 10 list is completed with Portugal in 6th place, the United States in 7th, Ireland in 8th, Germany in 9th and New York City in 10th.

The latter is the only destination on the list smaller than a country, with 3 percent, while another 6 percent said they are “most likely” to visit the US.

The Statue of Liberty at the entrance to New York Harbour in the US.

Additionally, DestinationIndex’s data provided more granular insight into travelers’ preferences and the top three destinations according to quality, impression, value, and satisfaction.

On value metrics, Britons grant the UK a relatively low value score of 8, which is less than a third of Greece’s value score (25) and just over a quarter of Spain’s (31).

According to the research group, the UK’s popularity as a destination has “more to do with convenience than desire” as Britons have more positive feelings for Spain or Greece than they do for their home country, says YouGov.