As families across the UK tighten their wallets amid ongoing economic pressures, one international hotspot is standing out as the clear winner for value-seeking travelers: Marmaris, Turkey. According to the 2025 Holiday Costs Barometer released by Post Office Travel Money, this Mediterranean gem has been named the most affordable holiday destination for British families, offering picturesque coastlines and a full vacation experience at nearly half the price of top-tier European resorts.
The Full Report: Where Value Meets Sun, Sea, and Culture
The survey compared the cost of a basket of 10 typical tourist items—ranging from meals to drinks to sunblock—across 16 popular global travel destinations. Marmaris, located on the turquoise coast of southwestern Turkey, ranked first overall for affordability.
At just £128.99 for the full basket, Marmaris beat out traditionally budget-friendly destinations like Sunny Beach, Bulgaria (ranked second) and Algarve, Portugal (third). In sharp contrast, Ibiza, Spain was the most expensive destination, with costs totaling £242.79—nearly double those of Marmaris.
What Makes Marmaris So Affordable?
One of the key factors behind Marmaris’ cost advantage is the favorable exchange rate between the British pound and Turkish lira, which has made travel and local purchases significantly cheaper for UK tourists. Combined with low-cost meals, affordable excursions, and competitively priced accommodation, Marmaris is quickly becoming the poster child for budget-smart travel.
Here’s a breakdown of some standout prices from the Post Office report:
- Three-course family meal (4 people): £67.67
- 1.5L bottled water: £0.16
- Soft drink at a bar: £1.81
- Insect repellent: £2.61
With prices like these, travelers can enjoy the best of the Turkish Riviera without making budget sacrifices. From sunset boat tours and Ottoman-era architecture to vibrant street bazaars and crystal-clear beaches, Marmaris delivers on both experience and economy.
Sunny Beach and Algarve Offer Strong Alternatives
While Marmaris claimed the top spot, the second and third rankings went to Sunny Beach in Bulgaria and the Algarve in Portugal, respectively. Sunny Beach continues to appeal to families and solo travelers alike, thanks to its low accommodation costs and nightlife. Meanwhile, Algarve’s consistent popularity stems from its family-friendly atmosphere, coastal beauty, and reasonable pricing, making it a perennial favorite among Brits looking for Mediterranean sun without Mediterranean prices.
Travel Trends: Value Over Flash
The 2025 report reveals a strong shift in British travel habits: value for money now rivals destination appeal. In previous years, top-tier locations like the Canary Islands or French Riviera drew crowds despite higher costs. But today, economic pressures and fluctuating exchange rates are reshaping holiday priorities.
“British families are choosing destinations that allow them to enjoy an international holiday without emptying their wallets,” said a spokesperson from Post Office Travel Money. “Turkey, Bulgaria, and Portugal offer some of the best deals this year.”
Marmaris’ Connectivity and Accessibility
Beyond price, Marmaris’ convenient travel options also make it a top contender. Located about 90 minutes from Dalaman Airport, the city is accessible via direct flights from several UK airports, including London, Manchester, Birmingham, and Glasgow. With multiple low-cost airlines operating on this route, airfare remains affordable throughout the high season.
Additionally, British passport holders do not need a visa for short stays in Turkey, simplifying entry procedures for families and last-minute travelers.
Tourism Impact and Economic Recovery
As of mid-2025, Turkish tourism authorities report a surge in UK visitor numbers, driven largely by the country’s affordability. According to GoTürkiye, Turkey welcomed over 3.4 million British tourists in the first half of the year, many of whom flocked to resorts in Muğla Province, home to Marmaris, Bodrum, and Fethiye.
This rise in tourism is proving crucial to the region’s post-pandemic economic recovery, with local businesses seeing a significant uptick in bookings for excursions, accommodation, and family-friendly activities.
What It Means for UK Travelers in 2025
With inflation still pressuring household budgets and currency markets fluctuating, destinations like Marmaris are more relevant than ever. British travelers searching for a sun-soaked escape without the financial strain are increasingly turning toward Eastern Mediterranean countries, where luxury meets affordability.
For families, solo adventurers, and retirees alike, Marmaris delivers a winning combination: culture, coastline, cuisine, and cost-efficiency.
Looking Ahead: Smart Holiday Choices
As the summer holiday season peaks, UK travelers are urged to plan early, monitor exchange rates, and consider lesser-known but high-value destinations. While the likes of Ibiza and the Amalfi Coast still attract premium-seeking tourists, the real winners in 2025 may be those who find their paradise in places like Marmaris, Sunny Beach, and the Algarve—where scenic beauty doesn’t come with sticker shock.
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