Published on
November 6, 2025
Greece is gearing up to enhance its tourism relationship with the UK in 2026, following a significant rise in British visitors this year. At the World Travel Market (WTM) London 2025, Greece’s tourism minister outlined key strategies that promise to drive further growth. The Greek government’s approach blends new flight routes, sustainability efforts, and a focus on regional growth, signaling a bright future for UK travelers.
Greece Remains a Leading Destination for UK Tourists
Greek tourism officials highlighted the country’s rising position as one of the world’s top travel destinations. The UK is one of the most important source markets for Greece, with arrivals and revenues showing a sharp increase in 2025. The focus on sustainable tourism, strategic planning, and investment continues to make Greece a favored holiday destination.
New Partnerships and Expanding Connectivity in 2026
Several major UK travel companies have announced exciting plans to expand their operations in Greece, making it easier for UK visitors to access more parts of the country. Jet2, one of the largest UK carriers, revealed plans for its largest-ever Greece programme in 2026. The airline will offer 3 million seats across 14 destinations, adding new spots such as Samos, Olympus Riviera, and Meganisi. This expansion will increase direct access for UK tourists to these stunning Greek islands.
easyJet Joins the Push for Year-Round Connectivity
easyJet also aims to contribute to the growth of UK tourism to Greece by offering year-round flights from London to Thessaloniki. In addition to the new routes, the airline is adding seven new summer routes to other Greek cities. The aim is to position Thessaloniki as a regional hub, providing more options for travelers seeking to explore Greece beyond the typical tourist hotspots.
Strengthening the Route Network with British Airways
In talks with British Airways, Greek officials are working to enhance summer routes to popular destinations like Heraklion, Chania, Mykonos, and Preveza. These ongoing discussions aim to improve connectivity between Greece and the UK, creating more travel options for British tourists eager to visit Greece.
Greece’s Tourism Strategy Focuses on Sustainability and Cultural Preservation
The Greek government’s tourism strategy is focused on ensuring long-term growth while preserving the country’s unique culture and environment. Minister Olga Kefalogianni emphasized that sustainability, digital transformation, and the protection of cultural heritage are at the heart of the nation’s tourism initiatives. Efforts to extend the tourist season beyond summer, coupled with a move towards diversified tourism, align with the country’s commitment to preserving its natural beauty and local communities.
A Milestone Year for Greece’s Tourism Growth
2024 marked a milestone year for Greek tourism, with over 40 million visitors arriving in the country. The government is already on track to surpass that number in 2025, thanks to initiatives designed to attract a broader range of tourists. Greece’s focus is on offering year-round options for travelers who wish to experience the rich culture, gastronomy, wellness, and more that Greece has to offer.
Destination Management for Sustainable Local Development
To support sustainable tourism, Greece is in the process of establishing Destination Management and Marketing Organizations (DMMOs). These organizations will facilitate collaboration between public and private sectors to promote local development while maintaining the region’s charm and authenticity. The aim is to help smaller regions and communities benefit from tourism while preserving their unique characteristics.
Greece’s Role in Global Tourism Education and Workforce Development
At the global Tourism Ministers’ Summit, Greece showcased its commitment to improving tourism education. The government is rolling out programs aimed at up-skilling and reskilling the tourism workforce, including initiatives like the “My Hospitality” program for primary school children. These efforts aim to foster a new generation of professionals dedicated to the sustainable development of tourism.
OECD Recognizes Greece’s Efforts in Sustainable Tourism
One of the key highlights is Greece’s development of the National Observatory for Sustainable Tourism Development. Recognized by the OECD as an international best practice, the Observatory will serve as a model for other countries in tracking the impacts of tourism and ensuring its sustainability for future generations.
Why This Matters for Travelers and Greece’s Future
For travelers, the Greek government’s initiatives bring exciting new possibilities. Direct flights to new destinations, enhanced services, and a focus on year-round tourism mean more access to Greece’s stunning islands and cities. Visitors can now enjoy Greece beyond the traditional summer months, experiencing its rich culture and scenic beauty in all seasons.
For the Greek tourism industry, these strategies mark a clear path to a more sustainable and prosperous future. With greater emphasis on sustainability and regional development, Greece is positioning itself as a leader in the global tourism market, offering a blend of tradition, innovation, and environmental consciousness.
As 2026 approaches, the UK market will continue to be a key focus for Greek tourism officials, with these strategic investments set to enhance the travel experience for British tourists. With more options for flights, an expanded range of destinations, and an unwavering commitment to sustainable tourism, Greece is ready to offer a fresh, rewarding experience for travelers from the UK and beyond.
