Greece ‘has exhausted its beach holiday potential’

The Greek deputy tourism minister believes the country must appeal to a new generation of Brits

UK caravan enthusiasts may be better off staying at home next year after a Greek expert suggested the Mediterranean country has “exhausted its potential” as a sun, sand and sea destination.

With so many beautiful beaches in the UK and France, Greece can no longer compete for those whose only desire is to relax on a sunlounger or towel.

Greek deputy culture and tourism minister Angela Gerekou explained that the Mediterranean country must now start playing up its cultural side to appeal to a new generation of Brits who want more for their money when travelling abroad.

“Tourism makes up 80 per cent of air passengers so it is important that air networks are included [in marketing campaigns],” she said. “We need to give Greek tourism a new identity in the market it deserves.”

Those who would rather stay closer to home and enjoy British beaches and culture could visit Cornwall, Devon or Brighton – all of which boast fair weather in summer.