UK, Germany, Switzerland, Belgium, Austria, And Poland To Benefit From New Co-Marketing Program Between Greek Ministry Of Tourism And TUI Group For 2025–2026

Published on November 18, 2025

The UK, Germany, Switzerland, Belgium, Austria, and Poland are set to gain from an exciting new co-marketing initiative between the Greek Ministry of Tourism and TUI Group for the years 2025–2026. This collaboration aims to boost tourism across these key European markets by leveraging TUI’s extensive reach and Greece’s unique travel offerings. Through this partnership, both parties plan to promote Greece as a top-tier destination, focusing on its rich cultural heritage, stunning landscapes, and unparalleled hospitality, driving greater visitor numbers from these regions.

This collaboration is a central part of Greece’s Tourism Promotion Strategy for 2025–2028, which emphasizes forging strong alliances with international tourism organizations and airlines to ensure the country retains its competitive edge in key European markets. By aligning with such global partners, Greece aims to continuously strengthen its position as a top tourist destination on the European and global stage.

The program focuses on promoting Greece in several key European markets, including Germany, the United Kingdom, Scandinavia, Switzerland, Belgium, the Netherlands, Austria, and Poland. By concentrating on both the high summer season and the intermediate travel periods, the strategy aims to maintain consistent and dynamic promotion of Greece’s tourism offerings throughout the entire year. This is particularly crucial as it helps sustain high visitor numbers not just during peak seasons but also in the quieter months, ensuring that the country’s tourism sector remains vibrant and profitable year-round.

A significant element of the strategy is the ongoing collaboration with one of Greece’s most important strategic partners in the tourism industry. This partner, one of the world’s leading tourism and travel companies, has agreed to work closely with the Greek National Tourism Organization (GNTO) on several key initiatives. These include joint communication actions, targeted digital marketing campaigns, promotional programs, and media collaborations. By leveraging various travel platforms, the goal is to enhance the visibility and impact of Greece’s tourism brand across global markets.

In alignment with the Greek Tourism Marketing Plan 2025–2028, the partnership aims to significantly boost Greece’s visibility in the primary travel markets. This will be achieved through the global reach of the tourism partner’s extensive network and advertising power. These initiatives are designed not only to attract visitors to Greece but also to increase awareness of the country’s diverse tourism offerings. Special emphasis is placed on promoting the country’s rich cultural heritage, natural beauty, and commitment to sustainability, which resonate deeply with today’s eco-conscious travelers. Additionally, the program aims to encourage an extension of the tourist season by highlighting the variety of experiences available throughout the year.

The promotion of Greece is not just about showcasing its famous attractions. A key objective is to diversify the tourism offering, making sure that visitors can experience a broad spectrum of destinations, from the well-known historic landmarks and picturesque islands to lesser-explored areas that offer unique cultural and environmental experiences. Sustainability is another pillar of the strategy, with the program focusing on promoting eco-friendly and responsible tourism practices that benefit local communities and preserve the environment.

Moreover, the program seeks to amplify the tourism season, moving beyond the traditional summer months to include the spring and autumn periods. This extension of the season is not only a way to spread tourism more evenly throughout the year but also to appeal to different traveler segments. For instance, those looking for quieter vacations away from the crowds may find the spring and autumn months ideal for exploring Greece. This approach will help to avoid over-tourism during peak summer months, thus balancing the inflow of visitors and ensuring the sustainability of Greece’s tourism industry.

The funding for this ambitious program comes from the 2025 EOT budget, which has allocated substantial resources for co-marketing and promotional activities. These funds will support a wide array of marketing initiatives aimed at enhancing Greece’s global presence, from digital campaigns and advertising to media partnerships and influencer collaborations. As a result, the program is expected to have a significant impact on strengthening Greece’s tourism brand, increasing visitor numbers, and extending the tourism season. This aligns with Greece’s broader strategy of developing a more sustainable and year-round tourism model that benefits all parts of the country, both popular destinations and lesser-known regions.

This collaboration builds on the long-standing and successful relationship between the Greek National Tourism Organization and its strategic partner. Over the years, this partnership has played a crucial role in increasing tourist arrivals to Greece, supporting the development of new tourist destinations, and enhancing the international profile of the country. The success of previous initiatives has been evident in the increasing number of international visitors, the recognition of Greece as a leading tourism destination, and the growing demand for Greek travel experiences worldwide.

One of the key factors behind this partnership’s success is its focus on creating targeted campaigns that resonate with specific markets. By customizing messages and promotional content for different countries and regions, Greece is able to appeal to the unique preferences and interests of travelers from each market. This market-specific approach ensures that the promotional activities are not only impactful but also culturally relevant and engaging, which is vital in attracting new visitors and maintaining the loyalty of returning travelers.

Furthermore, the collaboration also highlights the importance of digital transformation in Greece’s tourism strategy. In today’s highly connected world, digital marketing is an essential tool for reaching potential travelers. Through the use of innovative digital campaigns, social media engagement, and strategic partnerships with online travel platforms, Greece aims to stay at the forefront of tourism marketing and reach a broader audience. These digital tools allow for more personalized and efficient marketing, ensuring that Greece’s tourism offerings are front and center for travelers when they make their destination choices.

The new co-marketing program between the Greek Ministry of Tourism and TUI Group for 2025–2026 will promote Greece as a top destination across the UK, Germany, Switzerland, Belgium, Austria, and Poland, boosting tourism through strategic collaboration and targeted campaigns.

The partnership with a global tourism leader represents not only a continuation of a successful past collaboration but also a forward-looking strategy that seeks to build on Greece’s current strengths while exploring new opportunities for growth in the tourism sector. By continuing to strengthen these ties and investing in innovative marketing strategies, Greece is well-positioned to remain one of the world’s most sought-after travel destinations for the years to come.