The two-day B2B showcase was organized by the Greek National Tourism Organization (GNTO) Service of the United Kingdom & Ireland and the specialized British magazine and platform for luxury tourism Aspire, with the participation of 18 selected British TOs and travel consultants, specializing in the field of luxury travel (Elegant Resorts & If Only Holidays, Travel Counsellors, Once in a Lifetime Holidays, Blake Private Travel, Hide & Seek Travels, Generation Travel, Wanderlux, Sovereign Travel & Leisure, Privé Luxury Travel, Luxeco Holidays, etc.) and representatives of ten Greek hotels and luxury tourism businesses from various regions of the country (Chalkidiki, Epirus, Messinia, Rhodes, etc.). The meetings were coordinated by the head of the specific GNTO service, Eleni Skarveli, and the deputy head, Angela Tzifa.
During the two-day event, ways to implement targeted and stable collaborations in the luxury tourism sector were examined, as well as the possibilities for strengthening synergies between the two sides.
At the same time, the main trends in luxury tourism for the period 2025-2026 were highlighted, with the main axes being the increase in demand for thematic and cultural experiences, the priority given to sustainability, especially by younger generations of travelers, and the strengthening of interest in luxury family and multi-generational getaways (3Gen).
The British market remains one of the most important for Greek tourism, with the luxury tourism sector recording a steady upward trend. According to recent statistics from the Bank of Greece, in April, inbound tourism from the United Kingdom increased by 27% compared to the corresponding month in 2024. High-income British travelers are looking for authentic experiences, personalized services, cultural connection, and high aesthetics, choosing destinations with added value, cultural depth and high standards of hospitality.