Sunday, June 22, 2025
Greece is experiencing a surge in travel interest from the UK, with Crete, Rhodes, and Halkidiki leading the charge in online searches and bookings. As the peak summer season approaches, the Greek National Tourism Organization (GNTO) is strategically leveraging British influencers to highlight authentic, sustainable travel experiences and position Greece as a top destination in an increasingly competitive market.
The GNTO’s efforts come as key Greek destinations see significant spikes in interest. Data from leading UK travel platforms shows a marked increase in bookings for various Greek islands, with Crete, Rhodes, and Halkidiki seeing some of the largest jumps in both search volumes and bookings. To capitalize on this growing demand, the GNTO organized the Ultimate Influencer Event in London, an innovative approach to promoting Greece’s diverse travel offerings.
In this article, we explore how Greece is using influencers and digital marketing to capture the attention of UK travelers, why Greek destinations are becoming so popular, and how these marketing strategies are set to enhance Greece’s tourism industry in the coming months.
UK Travelers Flock to Greece’s Top Destinations
Greek destinations have always been a favorite among UK travelers, but in 2025, there’s been an even greater uptick in interest. According to Ice Travel Group, which owns UK travel platforms such as icelolly.com and TravelSupermarket.com, Crete and Rhodes are among the top ten most-searched destinations for British tourists. In particular, Rhodes has seen an impressive surge in bookings, with its booking share nearly doubling in early June 2025.
Other regions like Corfu, Zakynthos, and Kos also reported strong growth in searches, with Halkidiki seeing the most dramatic rise, with a 149% weekly increase in share. This surge highlights the growing appeal of Greece’s beautiful islands and coastal regions, offering a perfect mix of beach resorts, historical landmarks, and cultural experiences.
As Greek destinations become more popular, the challenge for the Greek National Tourism Organization (GNTO) is to stand out in a crowded market. The UK is one of Greece’s largest international tourism sources, and as travel demand continues to increase, so does the competition. Many other Mediterranean countries are also working to attract British visitors, making digital marketing and influencer partnerships crucial in keeping Greece top-of-mind.
Harnessing the Power of Influencers: A Modern Approach to Tourism Promotion
To tap into this growing demand, the GNTO has embraced influencer marketing—a modern and effective way to engage travelers through relatable, authentic content. On June 11, 2025, the GNTO hosted the “Ultimate Influencer Event” in London, which brought together over 80 prominent British influencers across various niches such as nature, gastronomy, culture, and wellness.
These influencers have large followings on social media platforms such as Instagram, TikTok, and YouTube, making them powerful tools for engaging a wider audience and building excitement about Greece. The event provided influencers with the opportunity to experience firsthand what Greece has to offer, with the aim of generating content that promotes the country’s authentic experiences and sustainable tourism initiatives.
The Role of Sustainable and Authentic Travel
In line with its strategic goals, the GNTO has been emphasizing sustainability and authenticity in Greece’s tourism offerings. With travelers becoming increasingly conscious of their environmental footprint, particularly in the wake of the pandemic, the demand for eco-friendly and responsible tourism is on the rise. Greece is responding by focusing on promoting destinations that offer authentic cultural experiences, sustainable practices, and local interactions that enrich the traveler’s journey.
The event in London also included curated prize trips to Halkidiki and Amorgos, two regions that align with the GNTO’s focus on sustainable tourism. These areas are known for their untouched landscapes, clear waters, and eco-friendly resorts, making them ideal for tourists seeking an authentic, low-impact travel experience.
Influencers Share Their Greek Experiences with a Global Audience
During the influencer event, select influencers were invited to visit key Greek destinations and share their experiences with their followers. This included participating in local activities such as Greek cooking classes, hiking through historical sites, and visiting local art galleries. These influencers were also given gift sets featuring traditional Greek products, further promoting the authenticity of Greek culture to their followers.
The power of social media and influencers in shaping travel decisions cannot be understated. According to recent reports, over 60% of travelers are influenced by social media content, including posts by influencers. With their engaging storytelling and visual appeal, influencers can showcase Greece’s stunning landscapes, unique experiences, and rich culture, enticing their audience to consider Greece for their next holiday.
The Economic Impact of Greece’s Tourism Strategy
The GNTO’s focus on influencer partnerships and digital marketing is more than just about boosting bookings; it’s about building a long-term, sustainable tourism model that benefits local communities and businesses. According to the UN World Tourism Barometer, the tourism industry is a vital part of Greece’s economy, with visitors spending billions annually. By targeting the UK market and attracting more travelers, Greece stands to see a continued rise in tourism revenue, particularly in off-season months.
Additionally, the increased awareness of sustainable tourism through influencer campaigns will encourage travelers to choose accommodations, activities, and experiences that prioritize environmental responsibility. This shift aligns with global trends, where eco-conscious travel is becoming a central consideration for tourists around the world.
Looking Ahead: What’s Next for Greece’s Tourism Marketing Strategy?
As Greece continues to adapt to the evolving tourism landscape, its focus on influencer marketing, digital engagement, and sustainability will likely become even more important. By working with influencers who can authentically promote Greece’s diverse offerings, the GNTO is setting itself up for future success. These partnerships will help Greece stand out in a crowded market and attract a new generation of eco-conscious and culturally curious travelers.
With the ongoing growth in travel interest from the UK and beyond, Greece is poised to continue its ascent as one of Europe’s top destinations. The combination of affordable travel options, unique experiences, and a focus on sustainability will ensure that Greece remains at the forefront of the global tourism industry for years to come.
