Move over Rome: Athens and Jersey top short-break searches, says holiday firm
Exclusive: Neither the Greek capital nor the largest Channel Island requires British visitors to undergo biometric checks
Tekef
Traditional city-break favourites such as Rome, Barcelona and Prague are attracting less interest than Athens and Jersey, according to analysis carried out by British Airways Holidays for The Independent.
BA’s holiday division looked at the top 10 most searched-for cities in the past two months.
Athens topped the list, closely followed by Jersey.
Notably, neither destination requires British visitors to undergo biometric checks for the EU entry-exit system (EES). Jersey is part of the passport-free Common Travel Area, while Greece has dropped the requirement for fingerprint and facial biometrics for UK arrivals and departures.
Neither the Greek capital nor the largest Channel Island are typical short-break territory. Athens is more than twice as far as Barcelona and Prague from BA’s main base, London Heathrow.
Catherine Millington, British Airways Holidays’ destination executive for the Greek capital, said: “An increase in searches to Athens could perhaps be explained by popular culture hooks such as Christopher Nolan's The Odyssey which is set to launch in July this year and has shone a spotlight on Greece and Turkey, as well as the new season of Emily in Paris which is set to take place in Greece.
“Athens has a growing fine-dining scene and is home to many restaurants recognised in the Michelin Guide, but yet remains an affordable destination in comparison to other capital cities. Athens is also home to the chic Athenian Riviera which is a tranquil escape from the busy city and offers a sunny escape.”
While Jersey has frequent and quick flights from the UK, it has not been a big short-break destination since the 1970s – when the island’s airport was one of the six busiest in Europe.
Emma Nicol, the firm’s destination manager for the island, said: “Jersey's nature and coastal appeal is exceptionally rich considering it is a small island.
"Jersey's Tidal Trail is abundant with wildflowers and greenery, which makes it the perfect destination for those who want to appreciate their surroundings by switching off and taking their holiday seriously.”
Most of the rest of the top 10 comprises the usual city-break suspects, including Rome, Barcelona, Prague and Paris. But a surprise entry in the final position is Gibraltar.
Tracey Poggio‑Magnus, UK head of media for the Gibraltar Tourist Board, said: “Gibraltar's visitors are drawn by its extensive and formulative history. There is a fascination to its distinctive culture which offers a unique blend of British tradition in a Mediterranean setting, while surrounded by the beauty of its wildlife and nature.”
The British Overseas Territory will become subject to Schengen area frontier rules – including EES biometrics – on 15 July. But the current border with Spain will be abolished, making travel to and from Andalucian destinations easier.
Top 10 searched cities (in the last 60 days) for short haul, according to British Airways Holidays:
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