A clear trend towards saving money among Greeks during this year’s holidays is demonstrated by a survey conducted by the Institute for Retail Consumer Goods Research (IELKA) on a sample of 800 consumers from all over Greece in June 20.
In particular, the survey shows that the majority of respondents (52%) do not plan to take a vacation in the summer of 2025, which may reflect either financial pressures or other personal constraints. However, 48% intend to take a vacation, 33% intend to take a limited vacation, 14% say they will travel as they do every year, and 1% say they will travel for more days.
Of those planning a vacation, most (38%) expect to be away for 8 to 14 days, while 24% plan to be away for 4 to 7 days. The average vacation time for those who will ultimately travel is 11.3 days, confirming the trend toward modest getaways.
The majority of the public chooses holiday homes, either for accommodation (31%) or lodging (23%). Twenty-one percent choose to stay in rented rooms and only 7% in hotels (6% without meals and 1% with full board), which is an indication of the financial capacity of Greek households to respond to the alternatives available. Finally, 5% choose camping and 5% choose to travel abroad.
In general, there is a clear intention among the Greek public to choose more economical holiday solutions in order to save money so that they can take a trip or extend its duration. The most expensive options, such as all-inclusive hotels and cruises, account for extremely low percentages.
In terms of destinations, mainland Greece near coastal areas accounts for the majority (60%), followed by the islands (28%). The mountainous mainland is the choice for 12% of travelers, while 9% are considering vacations abroad. The findings indicate a clear shift toward domestic and more affordable destinations and away from ferry tickets.
Consumers seem to be adopting more economical solutions, with 50% saying they cook frequently on vacation and 62% regularly visiting supermarkets or mini-markets, most likely in an effort to save money on eating out. At the same time, 71% visit bakeries and pastry shops. Only 21% say they never cook.
Of particular importance is the fact that more than half (53%) say they prefer to buy local products, supporting the local economy and probably looking for authentic but affordable flavors. Overall, a picture emerges of a vacation with an emphasis on controlling expenses and enhancing food self-sufficiency.
Participants say they spend an average of €24 on tourist items and €25 on non-tourist items (such as clothing, household items, or technological products). In contrast, there is a significant increase in spending on food outside the home, which amounts to €153. Overall, spending exceeds €200. This finding indirectly confirms the trend towards cooking on vacation and frequent visits to supermarkets and bakeries.
61% of the public say they will reduce their spending on purchases this year. Sixty-eight percent of respondents say that reduced disposable income is the most significant constraint, followed by increased ticket prices (32%) and accommodation costs (30%). The rise in the cost of eating out (22%) and fuel (16%) also has an impact, albeit to a lesser extent, suggesting that travelers are mainly avoiding long-distance travel and eating out. These factors explain the shift towards more economical forms of accommodation, reduced shopping, and increased meal preparation at home, confirming the general spirit of economic restraint that now prevails in the holiday sector.
Finally, with regard to points of sale, 60% of respondents say they buy food from bakeries and pastry shops, while large (48%) and small (43%) supermarket chains also account for a high percentage. At the same time, it is noteworthy that 32% prefer mini-markets.
In general, the local market appears to have a significant presence in consumers’ choices during the summer, to a greater extent than during the rest of the year. In a way, a hybrid consumer attitude is observed: on the one hand, holidays are taken with economy and caution, but on the other hand, there is a desire for fresh, high-quality local products and access to whatever is available in each region. In general, there appears to be a consumer profile that strengthens local economies through food purchases during the holidays.
As noted by IELKA, the findings reflect a clear trend towards saving money on this year’s holidays, mainly as a result of reduced disposable income and increased travel and accommodation costs. This trend is reflected in the systematic preparation of meals at home, avoiding eating out, and intensive food shopping at supermarkets, bakeries, greengrocers, and other local businesses. Despite the reduction in overall spending, the strengthening of small, local markets is proving to be an indirect but significant positive effect, creating a cycle of broader economic support for local communities in tourist areas.
