Greece is set for another bumper summer, with TUI Group naming the country among its most popular holiday destinations for 2026 as European travelers continue to flock to the Mediterranean in search of sun, sea, and flexibility.

Alongside Spain – including the Balearic and Canary Islands – Greece is expected to remain one of the tourism giant’s standout performers this season, according to figures released during the presentation of TUI Group’s first-half results for the 2025-2026 financial year.

And while economic uncertainty and geopolitical tensions in the wider Middle East have prompted many travelers to book later than usual this year, Greece appears well-positioned to benefit from the trend.

TUI executives noted a spike in last-minute bookings, particularly for destinations viewed as safe, easy to reach, and capable of offering a wide variety of experiences in one trip. Few countries fit that description better than Greece, where travelers can combine cosmopolitan islands, family-friendly resorts, historic sites, mountain villages, and lesser-known seaside escapes within a single holiday.

From the whitewashed lanes of Santorini and the lush Ionian landscapes of Corfu and Zakynthos to the beaches of Kos, the cultural attractions of Crete, and the growing popularity of smaller mainland destinations, Greece continues to offer the kind of flexibility modern travelers increasingly seek.

That demand is already translating into strong sales. More than half of TUI’s planned summer capacity – equivalent to around 7.9 million bookings – has already been sold, with the company continuing to focus on dynamic holiday packages and tailored travel experiences.

TUI also expects average holiday prices to rise slightly this year as the industry continues to absorb higher operating and energy costs. Despite those pressures, the company said it expects to increase the number of travelers visiting Greece during the current season, from April through to the end of September.

Positive Outlook

TUI Hellas, the group’s Greek subsidiary, already operates in many of the country’s best-known destinations, including Corfu, Zakynthos, Skiathos, Kos, Irakleio, Santorini, Hania, Piraeus, and Lechaina in the northwestern Peloponnese.

The company is also expanding its presence in the cruise sector. In August 2025, TUI established Intercruises Shoreside & Port Services Greece, a new company that will oversee the transfer of its cruise operations beginning with the 2025-2026 season.

The financial picture reflects the broader optimism surrounding Greek tourism. During the 2024-2025 financial year, TUI Hellas increased revenues by 2.28 percent to more than 137 million euros, while net profits exceeded 3 million euros. Across the wider group, first-half revenues reached 8.69 billion euros, with adjusted earnings before interest and taxes et al. (EBITDA) rising by 16.5 percent year-on-year.

Looking ahead, TUI forecasts revenue growth of between two and four percent for the full 2025-2026 financial year, reinforcing expectations that Mediterranean travel – and Greece in particular – will remain firmly in demand throughout the summer.

Source: moneyreview.gr