By Christina Chrisanthopoulou

cchrisanthopoulou@naftempporiki.gr

Greece has been named "Star Destination for Families" at the Travel Bulletin Star Awards 2026, following a vote by travel industry professionals in the United Kingdom. The awards ceremony took place in London.

Established in 2000, the Travel Bulletin Star Awards are well-established in the UK travel industry calendar. They are organized by travel trade magazine Travel Bulletin.

More than 30,000 travel agents participated in the annual vote, evaluating top destinations, airlines, hotel chains and other travel service providers based on their professional experience and business relationships over the previous year.

According to the Greek National Tourism Organization (GNTO), the latest distinction recognizes Greece as a leading family holiday destination and highlights the enduring appeal of Greek tourism products in the British market.

It also confirms the country's ability to meet the evolving expectations of families by offering a wide range of quality and authentic travel experiences in a safe environment, combining culture, gastronomy, natural beauty, Greek hospitality and sustainable tourism.

The award carries particular significance as it reflects the vote of professionals in the British travel market, who help shape holiday choices.

Family holidays account for a significant share of outbound travel demand from the UK, with Greece consistently ranking among the most popular destinations.

According to final Bank of Greece data, arrivals from the United Kingdom reached 4.89 million in 2025, up 7.6% year on year, while travel receipts totaled €3.74 billion, an increase of 18.4%.

The positive momentum continued in the first eight months of 2026. Arrivals of British visitors reached 3.4 million, up a further 3.9% compared with the same period in 2025. The global travel industry turns its attention to London, with Greece seeking to forge new partnerships and strengthen its foothold in the British and international markets. Artificial intelligence, sustainability, new travel experiences and year-round tourism will be high on the agenda at this year's exhibition.

From November 3 to November 5, World Travel Market (WTM) returned to ExCeL London, anchoring the city as the central hub for the global travel industry. The three-day event united international destinations, hotel groups, airlines, tour operators, travel agencies, technology providers and industry executives to map out the future of global tourism.

This year's event is expected to attract more than 46,000 participants, with over 4,000 exhibitors from more than 180 countries and territories. The focus will be on forging new partnerships, exploring opportunities in emerging markets, and adapting tourism products to travelers' changing needs.

Naftemporiki is on the ground at WTM London, tracking pivotal meetings between Greek tourism leaders and international markets. Through reports and interviews, it will bring readers the latest trends, business initiatives and key messages emerging from one of the world's leading travel industry events.

For Greece, WTM represents an important opportunity to strengthen its presence in the British market, one of its traditionally strongest source markets for inbound tourism, while showcasing a more diversified tourism offering. The challenge is not simply to sustain demand for established island destinations, but also to extend the tourism season, promote lesser-known regions and attract travelers with different interests and a greater appetite for experiences.

Greece's presence and the drive for greater international exposure

The Greek participation will be coordinated by the Greek National Tourism Organization (GNTO), with the national pavilion hosting representatives of destinations and tourism businesses.

According to WTM London Director Chris Carter-Chapman, Greece will once again have a sizeable presence, with participation from regional authorities, hotel businesses, tour operators, destination management companies (DMCs), airlines, cruise companies and ground transport providers.

The national pavilion is expected to feature, among others, the Regions of the North and South Aegean, Central Macedonia, Eastern Macedonia and Thrace, the Peloponnese and Attica. Greek businesses will also participate with their own stands. This presence reflects the size of Greece's tourism ecosystem, ranging from established hotel groups and tour operators to businesses developing services and experiences across multiple destinations. The exhibition provides a platform for meetings with international buyers, partnership negotiations and agreements that could shape the commercial performance of the coming tourism seasons.

However, Greece's presence is not limited to promoting its best-known destinations. Linking its beaches and islands with culture, gastronomy, outdoor activities, inland regions and authentic local experiences is one of the key opportunities to generate greater value from tourism.