Newsflash from Monday, 29 December 2025:
Greek tourism has made a strong into the new year, confirming once again the country’s position as one of the Mediterranean’s most resilient and attractive destinations. Early indicators point to another successful year ahead, with Crete firmly in the spotlight and international demand continuing to rise.
Early Bookings Signal Confidence
The upward trend in bookings was visible from the very beginning of the year. Despite challenges in certain destinations — such as the temporary decline in Santorini due to seismic activity — overall demand for Greece has remained positive. Notably, more than 20% of travel packages are already being booked through early booking offers, as travelers take advantage of reduced prices.
What stands out is that interest is no longer limited to the peak summer months. Hotels and tourism professionals report bookings from January through March, highlighting a growing effort to extend the tourist season and reduce dependency on the traditional summer period.
Demand Expected to Rise Further
Preliminary data shows an average increase of around 8% in demand for Greece for the coming year. Industry representatives stress that, provided there are no major external disruptions, Greek tourism is well on track for another strong performance. At the same time, they emphasize the importance of investing in public tourism infrastructure and sustainability, as competition among Mediterranean destinations continues to intensify.
Looking ahead, new contracts between Greek hotels and major tour operators for the 2026 season are already up by 5%–7%, reflecting long-term confidence in the destination.
Crete Leads the Way
According to Europe’s largest tour operator, TUI, Greece is starting the 2026 season with particularly strong demand. Major destinations such as Crete, Rhodes, and Corfu are recording significant growth in bookings, alongside smaller islands like Samos.
TUI alone brings approximately 4 million passengers to Greece, operating around 180 weekly flights from Germany to Crete, Rhodes, and Kos. In the ranking of top destinations, Crete consistently remains among the top choices for European travelers.
Expanded Air Connectivity and New Hotels
The positive outlook is reinforced by increased air connectivity. Tour operators such as Jet2 and EasyJet have announced expanded programs for Greece, including new destinations and routes. Jet2 will serve 14 Greek destinations in summer 2026, offering around 3 million seats, while EasyJet is adding new seasonal routes and year-round flights, including London–Thessaloniki.
In addition, 15 new hotels under brands such as TUI Blue, RIU, and TUI Kids Club are set to open next summer, further strengthening Greece’s accommodation offering.
Strong Interest from the United States
The U.S. market continues to show robust growth. New direct flights, including a planned connection from Dallas to Greece, will complement the existing 103 weekly direct flights from the U.S. East Coast to Athens. For the first time, direct links from the West Coast are also operating.
In 2024, arrivals from the United States reached 1.55 million, generating €1.58 billion in revenue. During the first nine months of the current year, arrivals increased by 5.6%, while revenues rose by an impressive 11.7%, underlining the high spending power of American visitors.
A Promising Year Ahead
With strong early bookings, expanding air links, growing interest from key markets, and Crete once again at the forefront, Greek tourism has entered the new year with optimism. The challenge now lies in sustaining this momentum through smart planning, infrastructure improvements, and a continued focus on sustainable development — ensuring that Greece remains a top choice for travelers worldwide.
