Authentic and sustainable Greek destinations, rich in natural beauty and ideal for outdoor activities, were showcased in the UK and Ireland GNTO (Greek National Tourism Organization) office’s presentation at the AITO Summer Press Soirée in London. The event, held on July 8, 2025, was organized by the Association of Independent Tour Operators (AITO) and drew significant interest from UK travel professionals and leading media outlets.
From left to right in the official photo:
Eleni Skarveli, Head of the GNTO Office in the UK & Ireland
Sales & Marketing Manager of tour operator Sunvil
Yvonne Kinder, Partnerships & Events Manager at AITO
Promoting Greece’s Lesser-Known Natural Gems
The GNTO’s UK & Ireland Director, Eleni Skarveli, highlighted the impact of climate change on Greece’s hot climate and emphasized a growing trend in the UK travel market: the demand for alternative, less-crowded destinations that offer authentic experiences and close contact with nature.
She presented concrete examples of best practices in alternative tourism in Greece, including:
Scuba diving in Alonissos
Rock climbing in Kalymnos
Birdwatching in the Evros Delta
Cycling routes in Naxos
Walking and sustainable tourism on the island of Halki
Strong Media Presence
The event attracted around 90 journalists and editors from prominent British media such as:
The Times, The Sun, The Observer, Daily Mail, National Geographic Traveller, Wanderlust, Travel Weekly, Food and Travel, The Travel Magazine, TTG, and more.
This high-profile turnout significantly strengthened connections between National Tourism Organizations, Tour Operators, and UK travel media professionals, fostering opportunities for enhanced visibility of Greece’s alternative offerings.
Next Steps: Press Trips & Tour Operator Collaborations
On the sidelines of the event, press trips were discussed, with destinations like Kea being considered for upcoming visits. At the same time, new partnerships began to take shape with UK-based tour operators showing keen interest in Thessaloniki — positioning it as a gateway for curated holiday packages across Northern Greece.
This initiative is part of Greece’s broader strategy to promote year-round tourism and highlight its less-traveled regions, aligning with trends in sustainable travel and experiential tourism that are gaining traction in the UK market.
