Greece is gearing up for another record-breaking tourism season in 2026, with new data from travel giant TUI showing the country rising to the very top of German holidaymakers’ preferences. According to TUI, Greece has now overtaken both Spain and Turkey in early bookings – a significant shift in one of Europe’s most competitive outbound travel markets.

For TUI Germany, this surge is no coincidence. The company has been planning aggressively for next summer, preparing its beach-destination lineup far earlier than usual. “We made intensive preparations for the summer of 2026 and shaped our range of seaside destinations in good time,” explained Benjamin Jacobi, TUI Germany’s chief, during a briefing in Berlin. Those preparations seem to be paying off, with Greece now outpacing traditional powerhouse Spain in early demand, with Turkey following close behind.

One of the most striking trends is how early Germans are securing their holidays. The habit of booking far in advance – once a niche behavior – has now become mainstream. “Many people already know very well where they will travel, and in some cases they even know which room they want,” Jacobi noted. Travelers are also taking advantage of price incentives, locking in preferred hotels while enjoying the substantial discounts offered for early reservations, many months in advance.

Despite this tilt toward Greece, long-haul wanderlust is growing as well. According to TUI and a new Appinio survey, 25% of German travelers plan to visit a new continent in 2026. Another 20% are considering a cruise. The most sought-after faraway destinations include the US, Thailand, the Maldives, Mauritius, and the UAE – a sign that Germans are ready to mix familiar European holidays with big-ticket adventures.

Still, the Greek islands are clearly having a moment. Crete and Rhodes are both experiencing what TUI describes as “spectacular increases” in bookings, while Corfu and Samos are already seeing rising interest for next year. Greece now sits almost shoulder-to-shoulder with Spain in TUI’s internal rankings, while Egypt continues to attract steady loyalty from German tourists.

“The demand for the most important travel destinations is increasing, which highlights how strong people’s need for holidays remains,” Jacobi noted. This appetite is reflected in TUI’s finances: operating profits climbed 9% this past fiscal year to €1.4 billion, and total turnover reached €24.2 billion. TUI will unveil its detailed results – along with its new-year forecast – on December 10.

Source: moneyreview.gr