Disgruntled visitors turn to Turkey's rival attractions

Greece has always enjoyed a position as one of the top three most popular holiday destinations for British tourists. But now, its place is under threat - from arch enemy Turkey.

Disgruntled holidaymakers have returned home this year complaining about expensive hotels selling expensive alcohol. Both commodities are traditionally cheap in Greece.

Laskarina Holidays, which has sent British tourists to Greece for the past 20 years, is already feeling the pinch. Ian Murdoch, its managing director, said yesterday: "We have detailed questionnaires from our clients, and the message is that, in hotels and restaurants, people are not spending money. Couples are ordering one salad with two sets of cutlery. A pint of beer is now the same as it is in Britain, and you don't expect that in Greece.

"The result is [that], because people now can't afford to buy a bottle of wine, restaurants are charging the same price for a bottle of water. The costs which the holidaymaker experiences have risen quite considerably since last year. The general feeling we are getting from people is that a holiday in Greece is not affordable."

Alex Woolfall, of the Association of British Travel Agents (Abta), said: "There hasn't been the demand that there was for Greece last year. Other holiday destinations, particularly Turkey, have seen a surge in popularity."

In fact, Turkey, due to its weak currency, is now "on level pegging" with Greece, according to the tour operator Inspirations. Dudley der Parthog, of Sunvil Travel, which specialises in Greek holidays, agreed: "Turkey is definitely catching up. It's 70 per cent up on last year and Greece is 20 per cent down for us."

Major tour operators, like Thomson Holidays, are reported to be pulling out of package holidays to the more distant Greek islands such as Leros and Skopelos.

First Choice Travel, the United Kingdom's third biggest tour operator, has also felt the backlash from holidaymakers fed up with the price rises.

Its group marketing director, Kevin Ivie, warned: "Greece needs to be significantly more competitive. People expect it to be a relatively cheap holiday and that's not been the case over the past couple of years.

"If there is good value, people will go to Greece in large numbers. If another resort or country offers good value, people will vote with their feet."