Greece’s renowned tourism excellence took centre stage as the Greek National Tourism Organisation hosted a celebration at the V&A East Storehouse in London
London, 6th November 2025: On Tuesday 4th November, to conclude the opening day of World Travel Market, the Greek National Tourism Organisation (GNTO) hosted the fourth edition of the Greek Travel Awards at the V&A East Storehouse in London. Celebrating Greece’s diverse tourism portfolio across ten categories, the winners were announced by award-winning historian, author, and broadcaster Bettany Hughes OBE and guests included Greek stakeholders, UK tour operators, airlines and media.
The awards were voted by customers of the Ice Travel Group and their brands, icelolly.com and TravelSupermarket. There were over 8,000 votes across the ten categories showcasing the incredible tourism portfolio Greece offers across its mainland and islands. During 2025, Ice Travel Group has already received over 6 million searches and 4,500+ bookings across Greece.
GNTO Director, Eleni Skarveli said: “Through the Greek Travel Awards 2025, our goal is to reaffirm Greece’s position as a multifaceted and world-class destination. We seek to highlight that Greece offers far more than just its renowned sun and sea. The diverse award categories were carefully curated to reflect the depth and breadth of the country’s tourism landscape from its rich cultural heritage, gastronomy, and sustainable initiatives to its emerging adventure, and luxury sectors. We are proud to celebrate the achievements of those who contribute to Greece’s ever-evolving tourism story and look forward to welcoming travellers throughout 2026 and beyond. We hope these awards inspire visitors to explore both the well-known and lesser-known corners of our country and experience the authenticity and warmth that define the Greek spirit.”
Winners
Taking home the title of Best City Break Destination, Thessaloniki was celebrated for its cosmopolitan energy, rich Byzantine heritage, and thriving culinary and cultural scene. Greece’s second-largest city captivates visitors with its waterfront promenade, vibrant nightlife, and a blend of modern creativity and historical depth.
For Best Culinary Destination, the island of Rhodes triumphed, recognised for its fusion of traditional Dodecanese flavours and contemporary gastronomy. With influences drawn from its multicultural past, Rhodes offers everything from bustling local markets and seaside tavernas to fine dining experiences that celebrate the essence of Greek cuisine.
Elounda, on the island of Crete, was named Best Luxury Destination. This idyllic coastal enclave is renowned for its world-class resorts, private villas, and refined hospitality, all set against the backdrop of Spinalonga. Combining elegance with authenticity, Elounda continues to define luxury in the Greek islands.
For those seeking an escape into nature, Samos claimed Best Outdoor Escape, celebrated for its lush landscapes, mountain trails, and unspoiled beaches. Known as the birthplace of Pythagoras, this North Aegean island offers a harmonious balance between adventure and tranquillity.
The coveted Best Walking Destination award went to the Andros Trails, an extensive network spanning more than 180 kilometres across the Cycladic island of Andros. The routes pass through ancient footpaths, stone bridges, waterfalls, and traditional villages, making it a paradise for hikers and nature lovers.
Skiathos earned recognition as Best Sustainable Destination for its commitment to environmentally conscious tourism. As part of the Seatrack initiative, the island has implemented accessible infrastructure and green initiatives, preserving its pine forests, crystal-clear waters, and pristine coastline.
The mountainous town of Florina took home Best Winter Destination, celebrated for its alpine charm, scenic lakes, and cultural vitality. Nestled in northern Greece, Florina transforms into a winter wonderland, offering a distinctive alternative to Greece’s summer allure.
Kefalonia was awarded Best Wine Destination, praised for its historic vineyards, indigenous grape varieties like Robola, and emerging boutique wineries. With its fertile valleys and scenic mountain views, Kefalonia continues to grow as a leader in Greek wine tourism.
Known across the world for its breathtaking scenery, Santorini won Best Instagrammable Destination, an accolade recognising its iconic beauty. The island’s whitewashed architecture, dramatic caldera views, and unforgettable sunsets make it a perennial favourite for travellers and photographers alike.
Finally, the Olympus Riviera was named Best Emerging Destination, a testament to its growing appeal as a region where mountain and sea meet. Stretching along the foothills of Mount Olympus, this area offers golden beaches, ancient sites, and authentic Greek hospitality, representing one of the country’s most promising destinations for sustainable growth.
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For the full list of winners, please see below:
BEST OUTDOOR ESCAPE
Winner: Samos
BEST WALKING DESTINATION
Winner: Andros Trails
BEST CITY BREAK DESTINATION
Winner: Thessaloniki
BEST SUSTAINABLE DESTINATION
Winner: Skiathos
BEST WINTER DESTINATION
Winner: Florina
BEST LUXURY DESTINATION
Winner: Elounda, Crete
BEST CULINARY DESTINATION
Winner: Rhodes
BEST WINE DESTINATION
Winner: Kefalonia
BEST INSTAGRAMMABLE DESTINATION
Winner: Santorini
BEST EMERGING DESTINATION
Winner: Olympus Riviera
