For years, Greece and Türkiye have competed for the title of Europe's most affordable summer destination. In 2026, the contest has become more nuanced. While Türkiye still offers lower prices in many categories, domestic inflation has eroded some of its advantage, and a growing number of Turkish tourists are now crossing the Aegean to Greece for better value on groceries and short breaks.
According to diplomatic sources, the Greek consulate in Istanbul is issuing roughly 1,300 visas daily, most of them multi-entry. Turkish visitors use these to shop and holiday in Greece, where everyday items like food and clothing are often cheaper than at home. This one-way tourism surge—tripling in volume—reflects a shifting perception of value between the two neighbours.
Where the data points
The annual Post Office Travel Money Family Holiday Report, published in late 2025, compared the cost of ten holiday essentials across 16 destinations. Marmaris in Türkiye came out as the cheapest overall, displacing Bulgaria's Sunny Beach. Both destinations benefit from not using the euro, and the weak Turkish lira further stretches foreign currency. Yet Greece performed well: Crete, Kos, and Rhodes ranked 7th, 8th, and 9th respectively. Crete saw a particularly sharp price drop of nearly 8% year-on-year.
Online travel agency eSky.com provided granular data. Katarzyna Hauton, Group Brand Manager, noted: “Greece is genuinely one of Europe's most affordable summer holiday destinations right now. A week in Crete, including flights, hotel and half-board meals, starts at around €388 per person – which is hard to beat for a Mediterranean holiday.” In contrast, comparable all-inclusive packages in Türkiye begin at about €524 per person, placing it above several other popular summer spots like Spain's Costa Dorada and Cyprus.
Still, on a like-for-like basis, Türkiye's weak currency and lower operating costs mean hotels, restaurants, and excursions remain noticeably cheaper than in Greece. The gap has narrowed, but Türkiye still wins on day-to-day spending in many resorts.
Greece's famous islands—Mykonos and Santorini—remain expensive and have seen package prices rise with demand. However, alternatives such as Kefalonia, Rhodes, and Lefkada offer more affordable options. For travellers seeking sunshine without overspending, the choice is no longer binary. Budget Summer Travel in Europe: Expert Tips to Stretch Your Euros provides additional strategies for cost-conscious holidaymakers.
Both countries are large and diverse. Prices vary significantly by region and season. The Top European Destinations for a First Couples' Holiday, According to New Index may help couples decide, while those concerned about heat should note that Record May Heat Across Europe Signals a Summer of Extremes could affect travel plans.
Ultimately, Türkiye remains the champion of all-inclusive value and low daily costs in many resorts. But Greece is proving that a Mediterranean holiday need not mean luxury prices, especially beyond its most famous islands. The smart traveller will pick their destination carefully, weighing currency strength, local inflation, and the specific mix of experiences they seek.
