Alexandros Thanos, Executive Director SETE
Greek tourism continues its positive performance in 2026, supported by strong international demand. WTM London provides an important opportunity to discuss the industry’s priorities and the prospects for further growth, particularly with the British market, one of Greece’s leading tourism markets.
In the first seven months of 2026, arrivals from the UK increased by 12.3% to 2.58 million, while travel receipts grew by 23.3% to €2.09 billion, accounting for 15.5% of total travel receipts. These results underline the contribution of British visitors to the Greek economy and the opportunities for further developing tourism activity throughout the year.
Maintaining this positive performance requires continued investment in quality, infrastructure and the diversification of Greece’s tourism offering. Technology, urban tourism and local production are important areas of development, as highlighted in this year’s GRTraveller edition, The New Greece.
Digital technologies, artificial intelligence and data are increasingly shaping how tourism businesses and destinations operate. Their effective use can improve productivity, support better resource management and enhance visitor services. Combined with investments in connectivity, mobility and infrastructure, they contribute to more efficient and competitive destinations.
Greek cities are also gaining importance as year-round destinations. Culture, architecture, gastronomy and contemporary urban life create opportunities to attract visitors beyond the summer months, while supporting local businesses and economic activity.
Wine tourism offers further potential for regional development. Greece’s indigenous grape varieties, local wineries and gastronomic traditions contribute to a more diverse tourism product, encouraging visitors to explore different regions and supporting local production.
Investing in quality, modern infrastructure and the development of tourism destinations can strengthen the sector’s competitiveness, support long-term growth and ensure that the benefits of tourism extend to local economies and communities across Greece.
