An increasing count of Britons are planning to come back to the eurozone this summertime, despite the going on strength of the euro against sterling, as hoteliers in the area drop their room rates to draw British tourers.

Bookings to Greece are up by 18 pct over the last fortnight according to On the Beach, an online travel agent, likened to the equal period last year, with Crete and Zakynthos being among the most popular Greek island destinations. Bookings to mainland Spain and the Spanish islands are also up, with Majorca being the number one destination. Thomas Cook has as well reported an increase in the count of Britons reserving summer vacations to Greece.

“Hoteliers in Greece have recognised the need to slash room prices in order to attract British holidaymakers,” told Simon Cooper, chief executive of On the Beach. “Offering discounts of up to 30 per cent, they are now reaping the rewards.”

Greece, a recurrent favourite among the British tourists, is also drawing an influx of tourists due to the fame of the box office hit Mama Mia!, which was filmed on the Greek island of Skopelos. Sales of easyJet flights to Athens have risen by 13 pct since the film was released in July 2008 and the budget airline added 6 fresh services to the country in April 2009.

The pound has beefed up against the euro in recent weeks – it’s presently worth around 1.08 euros, down 12 pct since last summer, just up 10 pct since its down in December 2008.

All the same, not all eurozone countries are profited from the renewed interest in the region. The “Maddie effect” goes on to put Britons off visiting Portugal, agreeing to Manny Fontenla-Novoa, the chief executive of Thomas Cook. Reservations to the country are down 30 pct on last year, according to Mr Fontenla-Novoa, 2 years after the disappearance of Madeleine McCann.