Greece has once again been recognized as a leading destination for British family holidays, winning the title of “Star Destination for Families” at the Travel Bulletin Star Awards 2026.

The award was announced at a ceremony in central London on October 27 and accepted on behalf of the Greek National Tourism Organization (GNTO) by Angeliki Tzifa, Deputy Head of its UK and Ireland office. The annual awards, organized by British travel trade publication Travel Bulletin since 2000, recognize outstanding destinations, airlines, hotel brands and travel service providers. According to the GNTO, more than 30,000 travel agents take part in the voting each year.

This is not Greece’s first success in the category: the country previously received the family destination award in 2016, 2018 and 2025, underlining its enduring popularity with British holidaymakers.

There was further Greek representation among this year’s winners and nominees. Mykonos was shortlisted for “Star LGBTQ+ Friendly Destination,” a category it won in 2019, while Grecotel Hotels & Resorts took home the award for “Star Luxury Hotel Brand.”

The latest recognition comes amid continued growth in travel between the UK and Greece. British visitors remain an increasingly important part of the country’s tourism market. According to final figures from the Bank of Greece, 4.89 million UK residents visited Greece in 2025, a 7.6 percent increase on the previous year. Their spending rose even faster, climbing 18.4 percent to reach 3.74 billion euros.

The upward trend continued into 2026, with 3.4 million arrivals from the UK recorded during the first eight months of the year, up 3.9 percent compared with the same period in 2025.

There is also plenty of evidence that British families remain keen to travel abroad. ABTA’s Holiday Habits 2025-2026 report found that 76 percent of UK families with children under five intended to take an overseas holiday within the following 12 months. Among families with older children, the figure was almost identical, at 75 percent.

The GNTO attributes Greece’s appeal to its extensive air connections with the UK, wide choice of organized holiday packages and family-friendly accommodation. The opportunity to combine time on the beach with cultural visits and other activities is another important attraction. And with plenty of destinations offering enjoyable holidays beyond the busy summer months, Greece can also appeal to families looking for greater flexibility when planning their next escape.