Greece as a top destination for luxury travel was the focus of the exclusive event “Bespoke Luxury Greece – Aspire Escape,” which took place on June 23 and 24, 2025, in the Berkshire region of the United Kingdom.
The two-day B2B showcase was organised by the Greek National Tourism Organisation (GNTO) Office UK & Ireland, in collaboration with the British luxury travel magazine and platform Aspire. It brought together 18 selected British tour operators and travel advisors specialising for luxury travel (including Elegant Resorts, If Only Holidays, Travel Counsellors, Once in a Lifetime Holidays, Blake Private Travel, Hide & Seek Travels, Generation Travel, Wanderlux, Sovereign Travel & Leisure, Privé Luxury Travel, Luxeco Holidays, and others), along with representatives from 10 Greek luxury hotels and tourism businesses from various regions of the country (Halkidiki, Epirus, Metsovo, Messinia, Rhodes, etc.). The meetings were coordinated by Eleni Skarveli, Director of the GNTO UK & Ireland office, and deputy director Angela Tzifa.
During the two-day event, participants explored ways to establish targeted and long-term partnerships in the luxury tourism sector, as well as opportunities to strengthen synergies between the two sides.
In parallel, key trends in luxury tourism for the 2025–2026 period were highlighted, focusing on the increasing demand for thematic and cultural experiences, the prioritization of sustainability—particularly by younger generations of travellers—and the growing interest in luxurious family and multigenerational getaways (3Gen).
The British market remains one of the most important for Greek tourism, with the luxury travel segment consistently showing upward trends. According to recent data from the Bank of Greece, inbound tourism from the UK increased by 27% in April compared to the same month in 2024. High-income British travelers seek authentic experiences, personalised services, cultural connections, and high aesthetics, choosing destinations that offer added value, cultural depth, and premium hospitality standards.
