This paper examines expenditure patterns of British tourists to Greece. It investigates the extent to which information about the demand (tourist) and supply (tourism product) attributes contribute in explaining British tourists' trip expenditure patterns. Using a number of demand- and supply-side characteristics, we explore the possible effects of a number of person and place-specific variables on tourist expenditure in Greece. This analysis helps to improve the competitiveness of the Greek tourism product. The analysis has also the ability to distinguish between different types of trips. This will provide evidence regarding the contribution of different types of tourist packages on the overall price competitiveness of the Greek tourism product.