The leading British television channel ITV conducted a television shoot in Mykonos from July 5 to 9, as part of a familiarization trip organized by the Greek Tourism Authority of the United Kingdom and Ireland with the aim of enhancing the visibility of Greece and Mykonos in particular in the British market.
The internationally recognized television station ITV highlighted Mykonos through two of its particularly popular shows, “This Morning” and “Loose Women”, which are broadcast daily in prime time throughout the United Kingdom and Ireland. The shows are mainly aimed at women aged 30+, decision makers with a high socioeconomic profile and attract over a million viewers daily.
This is a strategic television partnership of the Greek National Tourism Organization in the United Kingdom, of high value as it is estimated that the three-day live coverage of Mykonos during the period 5-9/7/2025, attracted six million British consumers, strengthening their desire to visit Greece.
The television broadcasts highlighted the natural beauty of Mykonos and sailing tourism, which offers unique experiences on the numerous beaches of the island. Special mention was made of the local gastronomy, the high-quality services and the luxurious accommodations that were featured, reinforcing the image of Mykonos as a leading luxury tourist destination worldwide.
The action is part of the Greek National Tourism Organization’s broader plan for targeted and sustainable tourism development, with an emphasis on attracting travelers with high demands, who are looking for destinations with a strong identity, quality services, authentic experiences and premium hospitality.
Mykonos, as stated by the Secretary General of the Hellenic National Tourism Organization, Mr. Andreas Fiorentinos, with its unique aesthetics, cosmopolitan aura and high-level tourist infrastructure, is suitable for the promotion of this strategy.
The successful implementation of the cooperation between the Hellenic National Tourism Organization of the United Kingdom & Ireland and ITV is an example of the modern and extroverted communication policy of the Hellenic National Tourism Organization, which invests in targeted synergies with strong international media, which bring tangible communication and economic results.
