The popular Greek island of Corfu is the latest to promote itself as a winter holiday destination - but in Spain rather than the UK.
Despite being one of the favourite Greek island holiday destinations for Brits, the delights of Corfu are splashed across the latest Spanish edition of a leading travel magazine InStyle.
Headlined 'Mediterranean Winter' an eight-page article in the fashion and lifestyle magazine features Spanish actress Carolina Bang touting Corfu as the island to be seen in the winter months.
The article boasts of Corfu as "a great destination for those who seek the light of the Mediterranean, even in the coldest of months."
A strange claim given Spain's own Balearic islands lie on virtually the same parallel as the Ionian and offer just as much winter sun.
The feature shows the Spanish actress sipping cocktails outside Corfu's Byzantine Fortress and strolling around the narrow streets and small boutiques.
With winter temperatures on both Spanish and Greek islands averaging a cool 11°C, there is no comparison when it comes to rainfall.
Corfu is notorious for its heavy winter rains, with rainfall often higher than London, and an average 12 rainy days a month in the winter compared to three days on the Balearic islands of Majorca, Minorca, Ibiza and Formentera.
The Spanish article promotes more than Corfu sunshine however and features the many island museums, the churches, the Corfiot cuisine and the cafe lifestyle of the capital town's Liston Arcade as well as other Corfu attractions.
A growing number of Greek islands are promoting themselves as a winter destination this year.
Santorini recently launched a campaign to attract more winter visitors. Hotel and taverna owners have been persuaded to stay open over the winter months, and visitor attraction will keep their doors open all year round as well.
Other initiatives aimed at promoting all-year-round tourism include running more regular transport services over the winter such as flights from Athens and daily ferries.
The initiative may well pave the way for other Greek islands to cash in on attracting more winter visitors.
More islands are expected to follow as the Greek government pledges cash to stimulate the winter tourism trade.