The UK and Greece have signed a new tourism cooperation agreement aimed at strengthening ties and driving growth across both markets.
The Memorandum of Understanding, signed in London yesterday by tourism ministers from both countries, sets out plans to work more closely on promotion, investment, sustainability and innovation.
The five-year agreement, which will renew automatically, marks the first formal tourism cooperation pact between Greece and the UK, and includes the creation of a bilateral working group to oversee delivery.
It will drive closer UK–Greece trade activity such as fairs, exhibitions and seminars in both markets.
Special interest tourism is a focus for both countries, including film, culture, gastronomy, wine, rural and mountain tourism, opening up broader selling opportunities for agents beyond traditional sun-and-sea holidays.
Both countries have also committed to strengthening tourism education and vocational training, with a focus on building skills and supporting long-term sector growth.
Around five million UK travellers visit Greece each year, with Greece remaining one of the UK’s strongest outbound leisure markets. Meanwhile, inbound travel from Greece to the UK has continued to grow since the pandemic.
UK Tourism Minister Stephanie Peacock said: “Both Greece and the UK share a rich history, stunning landscapes and amazing coastlines which are enjoyed by millions of visitors each year.
“This agreement will strengthen our cooperation and support sustainable growth across both our tourism sectors.
“By working together, we can help those who work around the clock to provide a great experience to the millions that travel between our countries every year.
“Greek holidaymakers have always been welcome in the UK and we look forward to welcoming many more in the years ahead.”
Greek Minister of Tourism Olga Kefalogianni added: “The United Kingdom remains Greece’s leading tourism market. Visitor flows continue to grow – a testament to the deep friendship between our two countries.
“Today’s Memorandum of Understanding marks an important step in deepening our strategic partnership in tourism.
“It establishes a modern framework for cooperation that goes beyond promotion to encompass sustainability, innovation, investment, tourism education, and shared expertise.
“This is an investment in the future of both our tourism sectors that opens new opportunities for businesses, destinations, and travellers alike.”
