Adventure Tourism: Greece Wins British Travelers’ Choice

• Dynamic presence of the Greek National Tourist Board at the Adventure Travel Networking Media Workshop

Aiming to strengthen the image of Greece as a sustainable adventure destination and attract travelers with environmental and social sensitivities, the Greek National Tourist Board UK & Ireland Office participated as a Destination Partner in the annual Adventure Travel Networking (ATN) Media Workshop, which took place on April 8, 2025, in London.

Adventure Tourism in the Spotlight

The Adventure Travel Networking (ATN) organization is one of the most recognized organizations worldwide in promoting experiential travel with a positive social and environmental impact. As part of the “ATN Media Meetup”, Greece was presented alongside other leading adventure tourism destinations, such as Peru, Jordan, and the Aosta Valley region of Italy.

Participation of leading Tour Operators and Media

The event brought together 20 specialized Tour Operators, including Exodus, Explore, Intrepid Travel, SwimTrek, and Fred Olsen Travel, as well as 30 representatives of leading media outlets, such as National Geographic Traveller, BBC Travel, Adventure.com, Telegraph Travel, Condé Nast, The Times, and Wanderlust.

Greece: A destination for unique experiences

During the panel discussion, moderated by Jono Vernon-Powell of Worldwide Travel, the Head of the Greek National Tourism Organisation for the UK and Ireland, Ms. Eleni Skarveli, highlighted the strategic importance of positioning Greece as a destination for authentic, multidisciplinary experiences. As she stated, particular emphasis is placed on promoting lesser-known regions, such as Volos-Pelion, Epirus, and Zagorochoria, which offer "off the beaten track" experiences, ideal for an audience seeking authenticity, naturalism, and sustainable practices.

The aim is to spread tourism geographically and temporally

Ms. Skarveli's presentation highlighted the importance of the balanced development of Greek tourism, both geographically and temporally. In this context, the diversification of the tourism product is a strategic priority, integrated into the national policy for the emergence of Greece as a sustainable tourist destination on an environmental, economic, and social level.

Positive results and strong British interest

This approach already seems to be paying off, with an impressive increase in arrivals from the United Kingdom by 88.5% in November 2024 compared to the corresponding period of the previous year. This fact confirms the dynamic of the Greek presence in the British market and the growing interest in new forms of tourism.

Exploring collaborations and planning fam trips

The event concluded with a networking meeting, during which the Deputy Head of the GNTO Office, Ms. Angela Tzifa, gathered a number of proposals and ideas for the organization of future fam trips in Greece, with the aim of further promoting the country's tourism diversity.

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