Published on
October 30, 2025
On October 20, during the London edition of the 2025 Food and Travel Reader Awards, Greece won the title Short-Haul Destination of the Year and surpassed Spain. This highlights the fact that Greece is gaining immense popularity among UK tourists for its culture, amazing views, and the beauty of quick and affordable tours.
Travel and Food Reader Awards have great prestige in the travel industry, and they honor Britain’s best cross-industry practices over travel, food, and tourism. The accolades are voted on by around 31,000 readers, most of whom are British professionals, aged 26 and over. The award is a reflection of the pattern in British tourism which portrays that they are looking for alternate options that are within a short distance and more enriching.
Greece’s Appeal as a Top Short-Haul Destination
For years, Spain was the go-to destination for UK travellers seeking a quick, sun-filled break. However, Greece’s recent rise in popularity signals a shift in travel trends, with tourists increasingly seeking more than just beaches and nightlife. The country’s combination of natural beauty, historical landmarks, and culinary delights has captured the attention of UK visitors looking for unique and immersive experiences.
The accessibility of Greece is a significant factor in its rise to prominence. With direct flights from London to Athens taking just three hours, the destination is perfect for spontaneous getaways. In addition, Greece’s year-round appeal, driven by its Mediterranean climate and range of attractions, makes it an attractive option for UK tourists, whether seeking a winter escape or a summer holiday.
Tourism Surge and Economic Impact
Tourism to Greece is on the rise, with the country seeing a notable increase in visitors. According to the Greek National Tourism Organisation (GNTO), the first months of 2025 have seen a 4.1 percent increase in arrivals compared to the same period in 2024. Non-EU visitors, particularly from the UK, are driving much of this growth, further solidifying Greece’s place as a top short-haul destination.
The GNTO has welcomed the rise in tourism, recognising the shift towards sustainable and high-quality tourism experiences beyond the summer peak season. This trend is in line with Greece’s ongoing efforts to promote sustainable travel practices and enhance the visitor experience throughout the year.
Rich Cultural and Natural Offerings
Greece’s cultural and natural offerings continue to captivate tourists. The country boasts over 6,000 islands, each offering something unique, from the lively shores of Mykonos to the tranquil beauty of lesser-known islands like Kythnos. Tourists can explore historical sites such as the Acropolis in Athens or the Palace of Knossos in Crete, where ancient myths come to life amid stunning archaeological sites.
The island of Rhodes, with its rich history and medieval architecture, remains a popular choice for UK travellers. Similarly, Crete and the Cyclades offer a diverse range of experiences, from ancient ruins and olive groves to idyllic beaches and traditional villages perched on rugged cliffs.
Greece’s heritage towns, such as Kardamyli and Molyvos, offer a glimpse into a slower, more peaceful way of life, allowing visitors to experience the warmth of Greek hospitality in settings that feel untouched by time.
The Allure of Greek Cuisine and Warmth
Greece’s cuisine is another key factor in its growing appeal. Renowned for its use of fresh, local ingredients, Greek food is as much a draw as its sights and sounds. From the iconic gyros and souvlaki to the more refined moussaka and baklava, Greek food offers something for every palate. Its rich culinary history, influenced by both Eastern and Western flavours, is an integral part of the country’s identity and an attraction for food lovers.
Another defining feature of Greece’s tourism appeal is its legendary hospitality, known as filoxenia. Visitors often rave about the warmth and generosity of Greek people, which makes for an unforgettable travel experience. This genuine hospitality, combined with the country’s rich culture and breathtaking scenery, makes Greece a destination that welcomes tourists year-round.
A Bright Future for Greek Tourism
With Greece enhancing its abilities as one of the most sought-after tourist destinations in the world, the outlook for Greek tourism appears ever more bullish. Sustainable tourism, as well as the promotion of less explored destinations, will further its appeal for travelers seeking genuine opportunities.
This growing appeal is only likely to strengthen as more and more British tourists opt for short trips to Greece offering history, culture, and natural beauty in one enriching package. Greece’s location and offer, alongside the quality tourism being developed, is winning Greece the Food and Travel Reader awards and further establishing Greece’s future short haul travel offer.
