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Greece is anticipating strong tourism demand in 2027, supported by plans for increased airline capacity and new routes, according to the Greek Tourism Ministry following meetings held by Tourism Minister Olga Kefalogianni with industry stakeholders at the World Travel Market (WTM) London this week.

Greece participated in this year’s international tourism trade fair with a national stand organized by the Greek National Tourism Organization (GNTO).

According to the tourism ministry, the outlook is particularly encouraging for the UK, one of Greece’s key source markets, with figures presented during WTM pointing to continued growth in arrivals and travel spending.

In 2025, Greece welcomed approximately 4.9 million visitors from the UK, a 7.6% increase year-on-year, while tourism receipts from the market rose by 18.4%. The upward trend continued in the first eight months of 2026, with UK arrivals increasing by approximately 4% and travel receipts rising by 5% compared to the same period a year earlier.

According to ministry estimates, the number of UK visitors to Greece is expected to reach 5 million by the end of 2026.

Airlines to Boost Capacity for 2027

WTM Greece

Greek Tourism Minister Olga Kefalogianni (C), Deputy Tourism Minister Anna Karamanli, and GNTO Secretary General Andreas Fiorentinos.
Photo: Greek Tourism Ministry

During WTM London, Kefalogianni met with executives from easyJet and Jet2, both of which are planning to increase seat capacity to Greece by 5-6% in 2027, and to introduce new routes.

The minister also held meetings with representatives of TUI and British Airways as part of discussions on tourism demand and connectivity.

On the sidelines of the event, she met with the United Arab Emirates’ Minister of Economy and Tourism, Abdulla bin Touq Al Marri, with who she discussed ways to strengthen bilateral tourism cooperation. She also held talks with Bulgaria’s Tourism Minister, Ilin Dimitrov.

Kefalogianni was accompanied at WTM London by Deputy Tourism Minister Anna Karamanli and GNTO Secretary General Andreas Fiorentinos.

During the event, Karamanli met with World Travel & Tourism Council (WTTC) President and CEO Gloria Guevara, who welcomed the Greek Tourism Ministry’s initiatives aimed at promoting balanced, sustainable and resilient tourism development that benefits local communities, businesses and visitors.

MP