A few weeks back, it appears that most Britons had had enough of the weather and were keen to cash in on the strong pound while lying in the sun.
But, Thomas Cook, one of the partners of the Olympic Games, have this weekend rolled out thousands of special Olympic deals to combat the surge of Britons eyeing a foreign holiday.
With more than expected tickets to the games still unsold, Thomas Cook has slashed prices on Olympic packages by between 100 and a massive 1'000 pounds.And, everything must go by midnight tomorrow, Monday.
The sale has apparently been launched to coincide with many Britons' last pay day weekend before the games get underway at the end of the month and it will come as another challenge to the Balearics. Local hoteliers have reduced their prices as well in order to try and inject some last minute momentum into the British market but the battle to keep Britons in Britain this summer shows little signs of letting up and the Balearic tourist industry has little, or no, ammunition left to fight back with.