The GNTO UK & Ireland Office recorded a strong presence in the British tourism market by participating in the Media Workshop organised by Adventure Travel Networking, held on 28 April 2026 in London. Adventure Travel Networking (ATN) is an award-winning organisation promoting adventure and experiential travel, with a strong focus on “travel for purpose”.
The event, which focused on adventure tourism and experiential travel, brought together 40 specialised tour operators and 25 representatives from leading international media outlets in the adventure tourism sector, confirming the growing importance of this market in shaping new travel trends.
As part of a panel discussion moderated by Lyn Hughes of Wanderlust magazine, Greece’s alternative tourism experiences were presented alongside key ATN partner destinations, including Costa Rica, British Columbia and Nova Scotia, Canada.
Eleni Skarveli, Head of the GNTO UK & Ireland Office, highlighted Greece’s strategic positioning as a sustainable and alternative tourism destination, placing particular emphasis on travel during the shoulder seasons, such as Easter and November. Special reference was made to the Athens Marathon as a flagship event for sports tourism.
At the same time, new opportunities for nature-based activities were presented, with a particular focus on the organised hiking trails of the Peloponnese, building on the success of the Mainalon Trail. Emerging destinations such as Samos and Thassos were also highlighted, supported by new direct air connections with the United Kingdom.
The Greek delegation underlined the importance of achieving a more balanced geographical and seasonal distribution of tourism through the diversification of the tourism product.
In this context, “off-the-beaten-track” experiences focusing on nature and sustainability are being promoted, including outdoor accommodation and immersive experiences in the natural environment, from mountainous landscapes to the night skies of Crete.
GNTO’s participation further confirms Greece’s strategic direction towards strengthening its presence on the international map of alternative and sustainable tourism
