A view of Oia on the Greek island of Santorini. File photo. Credit: Greek Reporter.
Greece expects to welcome about 5 million visitors from the United Kingdom in 2026 as major airlines and tour operators plan to add more capacity next year, according to the Tourism Ministry.
The projection, announced after Tourism Minister Olga Kefalogianni met travel companies at the World Travel Market in London, points to continued growth from one of Greece’s most important visitor markets. The ministry said British arrivals rose about 4 percent and travel receipts increased 5 percent in the first eight months of 2026 compared with the same period last year.
Those figures build on a year in which the United Kingdom remained Greece’s largest tourism market. Nearly 4.9 million British travelers visited Greece in 2025, an increase of 7.6 percent, while receipts from the market rose 18.4 percent, the ministry said.
Airlines plan more seats to Greece in 2027
EasyJet and EasyJet Holidays told Greek officials that their seat capacity to Greece increased 5 percent in 2026, with a similar rise planned for 2027. The airline’s program includes a new London Luton-Thessaloniki route and discussions about retaining winter service to Thessaloniki and developing Crete as a year-round destination.
Jet2 and Jet2holidays are planning a 6 percent capacity increase for Greece in 2027, according to the ministry. Their plans emphasize smaller islands, lesser-known destinations, combined trips and wedding tourism. TUI projected growth of 1 to 5 percent, while British Airways Holidays said Greece was its leading beach destination and that early summer 2027 bookings were positive.
The expansion follows broader efforts to improve Greece’s air links, including recent talks about direct flights and tourism ties with Japan. It also comes as Greece promotes local food and regional traditions as part of its tourism strategy.
Growth brings a question of value
Kefalogianni said Greece expects 2026 to finish ahead of 2025, the country’s third consecutive record tourism year. Separate Bank of Greece data showed that tourist arrivals increased while average spending per trip slipped during the first eight months of this year.
More airline seats can spread demand beyond the peak summer months and direct visitors to northern Greece or smaller destinations. However, it can also increase pressure on water, waste, transport and housing systems that have not always kept pace. A National Bank of Greece analysis has warned that public infrastructure is entering a stress phase as visitor numbers rise.
At the London meetings, Kefalogianni said policy should focus on quality and the economic value tourism creates. The ministry also reported talks with the United Arab Emirates on closer tourism cooperation and with Bulgaria on a 2027-2029 cooperation plan that could include joint promotion in long-haul markets.
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