This year’s consumer survey by IELKA (Institute of Retail Consumer Research) once again captures a shift in how Greeks approach their summer vacations. Only 1 in 2 respondents plan to take a vacation, and 8 out of 10 of those who do are opting for budget-friendly accommodation types such as vacation homes or rented rooms.
The average vacation length is estimated at 11.4 days, with the majority choosing mainland Greece as their destination. Forty-five percent say they will spend less than they did last year on vacation, and 1 in 2 consumers cook regularly during their time away.
Who Is Planning a Vacation?
Based on a rolling consumer survey of 700 respondents from across Greece, half (50%) have no plans to vacation this summer, a figure that may reflect financial pressures or other personal constraints. This compares to 52% in 2025. Of those who do intend to travel, 34% plan a limited getaway, 14% say they will travel as usual, and 2% plan to take more days off than in previous years. Among those planning a vacation, most (42%) expect to be away for 4 to 7 days, while 29% plan to stay away for 8 to 14 days. The average trip length for those who actually travel comes out to 11.4 days, consistent with last year’s figure of 11.3 days and confirming a continued trend toward restrained travel.
Where They Are Staying
The majority of respondents gravitate toward vacation homes, whether their own (35%), belonging to friends or family (18%), or rented through short-term platforms. Meanwhile, 35% choose rented rooms, a figure that has risen notably compared to last year. Only 14% opt for hotels (10% without meals included, 4% with full board), a clear indicator of the financial constraints facing Greek households. Camping accounts for 8% of preferences, while 9% are considering traveling abroad. The overall picture points to a deliberate shift toward more affordable vacation options, whether to save money or to extend the length of the trip. Costlier choices, such as all-inclusive hotels and cruises, attract very low percentages.
Where They Are Going
Coastal mainland Greece draws the largest share of travelers (57%), followed by the islands (38%). Mountainous mainland areas are chosen by 11% of travelers, while 9% are considering going abroad. The findings point to a clear preference for domestic and more affordable destinations, along with a tendency to avoid the cost of ferry tickets.
Cooking and Shopping Habits
The drive to save money is also reflected in food habits. Forty-one percent of respondents say they cook frequently while on vacation, and 70% regularly visit supermarkets or mini-markets, likely in an effort to reduce dining-out expenses. Additionally, 79% visit bakeries and bread shops. Only 28% say they never cook during their vacations. Notably, more than half (62%) say they prefer to buy local products, supporting local economies and likely seeking authentic yet affordable flavors. Taken together, the data paints a picture of vacation behavior centered on controlling expenses and maximizing food self-sufficiency.
Why People Are Spending Less
Forty-five percent of respondents say they plan to reduce their vacation spending this year. The most significant cost burden is the higher price of transportation, followed by dining out and, to a somewhat lesser degree, accommodation. The relatively smaller impact of accommodation costs likely reflects the widespread preference for vacation homes and rented rooms noted above.
Where People Shop for Food
In terms of retail preferences while on vacation, 68% of respondents say they shop at bakeries and bread shops, while large supermarket chains (66%) and smaller ones (48%) also rank highly. Mini-markets are preferred by a notable 41%. In general, local markets play a significantly larger role in consumer choices during the summer compared to the rest of the year. The pattern reflects a hybrid consumer attitude: vacations are taken with care and economy, yet there remains a clear desire for fresh, quality local products and access to what each destination has to offer. Overall, the profile that emerges is one of consumers who actively support local economies through their food purchases while traveling.
Takeaway
The findings paint a clear picture of a cost-conscious approach to vacations this summer, driven primarily by reduced disposable income and the rising cost of transportation, accommodation, and food. This trend is expressed through systematic meal preparation at the place of stay, a deliberate reduction in dining out, and heavy reliance on supermarkets, bakeries, produce stands, and other local businesses for groceries. Despite the overall cutback in spending, one meaningful upside is the boost to small, local markets, creating a cycle of broader economic support for the communities in Greece’s tourist destinations.
