Ferryscanner: Shift in Preferences of American and British Tourists in Greece

Our 2024 data on passengers from the UK and US revealed some unexpected and significant changes in travel behaviour. Analysis from our data set spanning January to May 2025 revealed two key preferences developing: an American turn towards peace and relaxation, and the UK displaying an interest in more adventurous or unexplored island destinations.

Americans turn to quiet and authentic destinations

The lighthouse of Poros, in a magnificent sunset on the Saronic Gulf. Source.

Last year, Americans booked less traditionally popular tourist destinations such as Santorini and Mykonos, for which bookings are down by 50% and 33% respectively. In their place are smaller and less prominent destinations like Aegina, Skopelos, Alonissos and Poros, which are seeing impressive increases of over 200%, indicating a shift towards tranquility and authenticity. Indicatively, bookings for Aegina have increased by 333%, while Poros has recorded a 350% increase. Meanwhile, Paros rises to second place in Americans’ preferences, surpassing both Mykonos and Santorini.

Brits try new island destinations

The impressive Porto Katsiki beach in Lefkada, among the up-and-coming destinations of 2025. Source.

Travelers from the UK are also revealing preferences for exploring outside the norm. Their interest is shifting to less touristy islands like Lefkada, Sougia, Fourni and Kastelorizo, all with bookings up by over 200%. Lefkada in particular saw a 1,167% increase compared to last year. At the same time, Tinos and Igoumenitsa are recording increased interest this year, as bookings rank them among the top ten most popular destinations for travellers from the UK, while Paros also rises to the top of the list. The picture suggests a more experimental attitude among British travellers with a keen desire to discover new destinations.

New landscape in Greek tourism

The landscape of ferry bookings is changing significantly as foreign travelers from the US and UK seek new experiences, emphasising authenticity, tranquillity and uniqueness. Smaller destinations with a traditional character are gaining ground, significantly changing the landscape of Greek tourism.

The findings are based on an analysis of bookings made our team members at Ferryscanner for the period 1 January to 31 May 30 2025, compared to the same period in 2024. Ferryscanner is actively monitoring developments on the tourism map and will continue to record changes in traveler behaviour, returning with new data as the summer season progresses.