News & Views

Every year, World Tourism Day provides an opportunity to pause and think about something we often take for granted: the impact of travel. On 27 September, destinations and tourism organisations around the world recognise the cultural, social and economic importance of tourism.

For Greece, tourism is much more than an industry. It is woven into island communities, family businesses, restaurants, hotels, farms, ferries, museums, cultural sites and generations of local hospitality.

Millions of people travel to Greece because they want to experience its history, food, landscapes and way of life. But there is another side to the relationship. Greece needs tourism, but tourism also needs Greece. That means the way we travel matters.

When we stay an extra night, eat at a local taverna, book a locally guided experience or explore a destination beyond its busiest streets, our holiday spending becomes part of the local economy. When we travel in the shoulder season, we can help create demand beyond the intense summer period. When we choose a less-visited island, we can help spread tourism's benefits more widely.

And when we respect the environment and local culture, we help protect the very things that brought us there. This is central to the Greeko philosophy.

Our vision is to create beautifully planned Greek holidays that are not simply about seeing Greece, but about connecting with it. That is why Greeko Gives Back is an important part of our identity.

We believe responsible tourism should be practical, positive and built into the holiday experience rather than presented as an afterthought. So this World Tourism Day, perhaps the question is not simply where you would like to travel next.

Perhaps it is: what kind of traveller do you want to be? Because every booking is a choice. And collectively, those choices can help shape the future of Greek tourism. Travel beautifully. Travel thoughtfully. Travel Greeko.

Skiathos has always been easy to love. Its beaches are among the finest in the Aegean, its waters are a shade of turquoise that photographs can barely do justice to, and its summer atmosphere has drawn British visitors for decades. But the island has just given travellers a compelling reason to look beyond the shoreline.

Experience Skiathos AR is a new augmented reality guide covering 53 selected points of interest across the island. Visitors scan QR codes at locations around Skiathos to access digital stories, historical context and augmented reality content organised across five themes: history, religious heritage, beaches and landscapes, hiking and cycling trails, and intangible cultural traditions.

The experience has been designed with genuine thoughtfulness. Content is available in both English and Greek. Braille signage has been incorporated at key locations. Features have been developed specifically to support neurodiverse visitors and people on the autism spectrum. This is not a gimmick. It is a considered attempt to make the island more accessible and more meaningful for a wider range of travellers.

For many British visitors, Skiathos begins and ends at the beach. And there is nothing wrong with that. But the island has a literary heritage — Alexandros Papadiamantis, one of Greece's most celebrated writers, was born here — as well as traditional communities, historic churches, coastal walking routes and local stories that most visitors never encounter. The new digital guide brings all of this together in a format that is genuinely easy to use.

There is something slightly counterintuitive about the idea that technology can help us slow down. But it can. Rather than rushing between a handful of famous sights, digital interpretation encourages visitors to stop, explore and understand what they are actually looking at. That fits precisely with the way we think about Greek travel at Greeko.

We believe an island should be experienced, not simply visited. That might mean spending an afternoon exploring Skiathos Town, discovering its literary connections, walking a coastal trail or finding a traditional taverna away from the busiest tourist streets. It could mean combining Skiathos with Skopelos or Alonnisos — the other Northern Sporades islands — to create a journey that gives each destination enough time to reveal itself.

A beautiful hotel and a spectacular beach are wonderful. But the memories that stay with us are usually the stories attached to them. Who lived there? Why was that church built? What happened in this village? What makes this particular island different from the one next door? That is the Greece we want to help our travellers discover. Because the best Greek holidays are not just about where you stay. They are about what you discover while you are there.

The latest figures from Greece's short-term rental market make for interesting reading. Rental days increased by 4.7% in 2025 to reach 8.65 million, with international visitors accounting for 84.8% of all bookings. For a country that has long relied on traditional hotel accommodation, the numbers represent a significant shift in how overseas travellers are choosing to experience Greece.

The appeal is easy to understand. A private apartment or villa offers more space, more flexibility and a degree of independence that a hotel room cannot always provide. For families and groups in particular, the economics often make sense. And staying in a residential neighbourhood rather than a resort strip can offer a genuinely different perspective on a destination.

But the data reveals something worth examining more closely. Despite the strong growth in rental days, the average stay remained relatively short — around 3.5 days per declaration. Much of the market, it seems, continues to be driven by high booking volumes and shorter visits rather than extended, immersive stays. Travellers are finding places to sleep. Whether they are truly discovering Greece is a different question.

Finding a beautiful villa online is, in 2026, relatively straightforward. Working out how to get there is considerably harder. Which ferry connects with your flight? Do you need a private transfer from the port? Which island should you visit next, and how long should you spend there? Which cultural experiences are worth booking in advance? Where should you eat? These are the questions that a listing platform cannot answer — and they are precisely the questions that determine whether a Greek holiday is memorable or merely adequate.

At Greeko, accommodation is one part of a much larger picture. We bring together flights, carefully selected hotels or boutique properties, ferry connections, private transfers, cultural experiences, excursions and multi-island itineraries into one coherent journey. The objective is not simply to find somewhere attractive to sleep. It is to make sure everything works together — and that the holiday itself has a shape, a rhythm and a purpose.

As Greece welcomes increasing numbers of international visitors, we believe the next chapter of Greek travel should be about making holidays more considered. That might mean staying in a beautifully restored boutique property rather than a generic rental. Choosing a locally owned restaurant over a tourist-facing terrace. Booking a private cultural experience. Spending four nights on an island rather than two, so that you actually have time to discover it. Or travelling in September, when the weather remains genuinely wonderful but the pace begins to soften.

Short-term rentals clearly have a role to play in the evolving Greek tourism landscape. But for us, the bigger opportunity lies in moving beyond simply booking accommodation. A Greek holiday should feel like a carefully crafted experience — not a collection of disconnected reservations. We do not just help you find somewhere to stay. We help you work out where you should go, how you should experience it, and why it is worth going there in the first place. That is the difference between booking Greece and experiencing Greece.

There is a particular kind of magic that settles over the Greek islands in September. The fierce heat of August softens into something altogether more pleasant. The Aegean stays warm — sea temperatures hover between 23°C and 25°C well into October — and the ferries, beaches and harbours that were heaving just weeks earlier suddenly feel like they belong to you again.

According to travel platform Omio's Shoulder Season Index, visitor numbers across European destinations can drop by as much as 80 per cent after the summer peak, while temperatures remain genuinely warm. Greece, and its smaller islands in particular, benefits enormously from this shift. The crowds retreat to the larger resorts and the package-holiday staples. The quieter islands — the ones that reward the curious traveller — simply get better.

We have put together our own list: eight smaller Greek islands that are at their finest in September and October. Not Santorini. Not Mykonos. These are the islands where the light is extraordinary, the food is honest, the water is still warm, and the locals are genuinely pleased to see you.

Folegandros sits on a dramatic clifftop in the Cyclades, its whitewashed Chora perched above a sheer drop to the sea. In summer it draws a discerning crowd; in September it becomes something close to perfect. Average temperatures of 25°C, near-empty beaches, and some of the finest sunsets in the Aegean. It is the kind of island that makes you want to stay longer than you planned.

Halki, in the Dodecanese, is one of Greece's smallest inhabited islands and one of its most beautiful. Its pastel-coloured neoclassical harbour is largely car-free, its pace is unhurried, and its commitment to sustainable tourism is genuine. September brings warm seas, cooler evenings and a sense of calm that is increasingly rare in the Greek islands.

Symi is a short ferry ride from Rhodes but feels a world apart. Its tiered harbour of ochre and terracotta townhouses is one of the most photographed in Greece — and in September, you can actually stand and admire it without a crowd. Water temperatures remain around 24°C, and the island's excellent seafood restaurants are at their most relaxed.

Ikaria, in the eastern Aegean, is famous for something rather remarkable: its residents live longer than almost anywhere else on earth. The island operates on its own unhurried schedule — festivals run late into the night, lunch stretches into the afternoon, and nobody seems particularly concerned about the time. In September, with the summer visitors gone, you begin to understand why.

Tilos is a small Dodecanese island that has become a quiet pioneer of sustainable tourism in Greece. Powered significantly by renewable energy, it offers wildflower-covered hillsides, deserted beaches and a genuine sense of remoteness. October here is warm, peaceful and utterly restorative.

Koufonisia — technically two tiny islands, Ano and Kato — punches well above its weight. The beaches are extraordinary: shallow, turquoise, and fringed with fine white sand. In August the island is at capacity; in September it is blissful. The sea remains warm enough for long swims, and the handful of tavernas serve some of the freshest fish in the Cyclades.

Patmos, the sacred island of the Dodecanese, carries a quiet gravitas that sets it apart. The hilltop Monastery of Saint John the Theologian, the Cave of the Apocalypse, and the medieval Chora are all best explored in the cooler, quieter months. October temperatures still reach 22°C, and the island's boutique hotels and excellent restaurants are far easier to enjoy without the summer rush.

Serifos rounds out our eight. This rugged Cycladic island is one of the least visited in the group, which is precisely its appeal. Its hilltop Chora is dramatic and largely unspoilt, its beaches are wild and uncrowded, and its character is entirely its own. September here feels like a discovery.

The case for shoulder-season Greece has never been stronger. Flights remain widely available from UK airports, sea temperatures stay genuinely warm through October, and the experience of the islands — the food, the people, the landscapes — is simply better when the summer crowds have gone. These eight islands are where we would be heading. And soon.

Greece has spent decades building one of the world's most recognisable tourism brands. Now the next chapter is about protecting it.

Greece has worked with the UN Tourism organisation on ambitions around sustainable tourism, year-round travel, innovation, entrepreneurship and ensuring tourism benefits rural and coastal communities. The direction is significant.

Because Greece does not need to convince the world that it is worth visiting. It needs to make sure that the reasons people love visiting Greece remain intact for future generations. That means protecting landscapes. Supporting local communities. Reducing pressure on infrastructure. Encouraging tourism beyond the busiest months. And creating opportunities for visitors to discover more of the country.

For British travellers, this creates an exciting opportunity. Instead of simply asking where to go in Greece, we can ask how to travel through Greece in a better way.

That might mean combining a well-known island with a lesser-known one. Choosing an independently owned boutique hotel. Booking a local food or cultural experience. Travelling in September rather than August. Or extending a seven-night holiday into a slower ten or fourteen-night journey.

Small choices can have a meaningful collective impact. This is the thinking behind Greeko Gives Back, our commitment to ensuring tourism can be a force for good.

We want Greeko to be more than another way to book a Greek holiday. We want it to represent a different approach to discovering Greece — one that puts quality, authenticity, responsibility and local benefit at the centre.

Because sustainable tourism should not feel like a compromise. It should feel like a better way to travel. And ultimately, that is what we believe Greece deserves.

International tourism remains remarkably resilient. According to UN Tourism, around 307 million international tourists travelled during the first quarter of 2026, an increase of 2% on the same period in 2025. Europe performed particularly strongly, recording approximately 130 million international arrivals, up 4%.

Yet beneath those encouraging numbers is an important message for Greece. Travel is growing, but travellers are changing. People are becoming more conscious of value, authenticity, sustainability and the quality of their overall experience.

For Greece, already one of Europe's most established tourism destinations, that creates both an opportunity and a responsibility. The future cannot simply mean more visitors arriving in the same places during the same few months.

It can mean encouraging travellers to explore different regions, discover less-visited islands, stay longer and travel outside the traditional peak season. That is where tailor-made travel has an important role.

A carefully designed itinerary can distribute visitor spending across different communities, accommodation providers, restaurants, guides and cultural experiences. It can turn an island-hopping holiday into something much more meaningful than moving between beaches.

At Greeko, we believe this is the direction Greek tourism should embrace. Not mass tourism versus luxury tourism. Not summer versus winter. Not famous islands versus hidden islands. Instead, better-connected, better-planned and more responsible tourism.

For British travellers, that can also mean a better holiday. Less rushing. More discovery. More local experiences. More time to enjoy the destination.

As global tourism navigates an increasingly uncertain world, Greece has an extraordinary asset: people genuinely want to visit. The challenge now is making sure that when they arrive, tourism benefits both the traveller and the destination. That is a philosophy we are proud to put at the heart of Greeko.

Picture a Greek island without queues at the harbour, packed beaches or restaurants competing for your attention. Now imagine walking through a village where locals actually outnumber visitors. This is Greece outside the traditional summer season.

While many British travellers automatically associate Greece with July and August, the islands can offer a completely different experience during the cooler months. Larger, permanently inhabited islands such as Crete continue to have substantial year-round life, while some smaller islands become considerably quieter. And that quiet can be wonderfully liberating.

Autumn can bring warm days, beautiful light and fewer visitors. Spring offers wildflowers, hiking and a Greece beginning to wake up. Winter is something else entirely, particularly on islands with established year-round communities.

Of course, travelling outside summer requires more planning. Ferry schedules reduce, some hotels and restaurants close and not every island is suitable for an off-season escape. That is precisely why thoughtful itinerary planning matters.

At Greeko, we do not believe in simply recommending an island because it looks beautiful on Instagram. We consider when you are travelling, how you want to spend your time, transport connections, accommodation availability, experiences and the kind of atmosphere you are looking for.

Perhaps you want sunshine and swimming. Perhaps you want hiking, archaeology and food. Perhaps you want romance and complete tranquillity. There is a Greek island for all of those things.

And increasingly, there is a compelling argument for visiting when everyone else has gone home. Travelling in the shoulder season can also support our wider responsible tourism philosophy by helping spread visitor spending beyond the intense summer peak.

So if you have always thought of Greece as a July destination, perhaps it is time to reconsider. The quieter Greece may just be the Greece you fall in love with most.

Some islands become famous for their beaches. Others become famous for their nightlife. Tilos is becoming famous for something rather different: showing how a small Greek island can think big about its environmental future.

Located in the Dodecanese, Tilos has long been recognised for its exceptional natural environment, with protected habitats, diverse wildlife and a strong commitment to conservation. Its renewable energy journey has added another fascinating chapter to that story.

The island's pioneering approach combines renewable energy and energy storage, helping demonstrate how smaller communities can reduce their reliance on fossil fuels. But perhaps the most interesting thing about Tilos is that sustainability here is not simply about technology. It is about community.

The island has sought to protect its natural environment while also supporting local traditions, agriculture, tourism and the people who call Tilos home. For visitors, that creates a very different proposition.

Tilos is not necessarily somewhere you visit to tick off another famous Greek island. You come because you want something quieter. Walking trails. Wild landscapes. Traditional villages. Unhurried meals. Nature. And the chance to experience an island where local identity still matters.

This is precisely the type of destination we believe deserves greater attention from British travellers. At Greeko, our philosophy is simple: the best Greek holiday is not always the most obvious one.

We want to help travellers discover islands that offer something distinctive, while making sure their visit contributes positively to the communities they encounter. That might mean travelling outside the busiest months, choosing independent accommodation, supporting local restaurants and guides, or simply staying long enough to appreciate the rhythm of island life.

Tilos reminds us that sustainability does not have to mean compromising on travel. Sometimes, it can make the experience even more meaningful. And perhaps that is the future of Greek island travel: smaller, slower and considerably more rewarding.

Ask someone why they love Greece and you will probably hear the same answers: the sunshine, beautiful beaches, delicious food and that unmistakable blue Aegean sea. But according to recent traveller feedback, there is much more to Greece's appeal.

Research covering traveller sentiment during spring and early summer 2026 found that culture and heritage, gastronomy, hospitality and coastal experiences were among the strongest drivers of satisfaction. Overall visitor satisfaction reached 9.2 out of 10, with UK travellers recording an impressive 9.3.

And perhaps that tells us something important. People do not simply fall in love with Greece because of its beaches. They fall in love with how Greece makes them feel.

It might be the owner of a tiny taverna remembering your name. The plate of tomatoes and feta that somehow tastes better because you are eating it beside the sea. A conversation with a fisherman in a harbour. A centuries-old church discovered at the end of a mountain path. Or watching the sun disappear behind an island village while the evening slowly comes to life.

These are difficult things to package into a standard holiday. They are experiences. Yet the same research also highlights some of the challenges Greece faces, including environmental pressures, infrastructure strain and sustainability concerns, particularly in heavily visited destinations.

That creates an important responsibility for the travel industry and for travellers themselves. At Greeko, we believe the answer is not to stop visiting Greece. It is to travel more thoughtfully.

Explore beyond the most crowded destinations. Consider travelling in May, June, September or October. Stay longer. Spend locally. Discover smaller communities. Choose experiences that connect you with the culture rather than simply passing through it.

Because the Greece we want to help people discover is not just the Greece photographed on postcards. It is the Greece behind the postcard. And that is often where the magic begins.

Athens has never been more connected to the world. New passenger records at Athens International Airport underline just how strong demand for Greece remains, but for travellers heading to the islands, the figures tell another interesting story.

More than 4 million passengers travelled through Athens Airport in August 2026 alone, the first time monthly passenger traffic has exceeded that milestone. International passenger numbers increased particularly strongly, while the January to August total reached 23.71 million passengers.

For British holidaymakers, Athens is increasingly becoming more than simply an airport gateway. It is the natural starting point for discovering a much bigger Greece. And that presents an exciting opportunity.

Rather than treating Athens as somewhere to fly through before heading straight to a resort, why not build the capital into your itinerary? Spend a couple of nights exploring ancient history, contemporary galleries, neighbourhood tavernas and rooftop restaurants before continuing to an island.

Perhaps Athens to Naxos. Athens to Paros and Antiparos. Athens to Syros. Or perhaps a more adventurous route combining the capital with lesser-known islands and mainland Greece.

This is where tailor-made travel makes such a difference. A Greek island holiday does not have to follow a fixed seven or fourteen-night template. With the right planning, flights, ferries, private transfers, boutique hotels and cultural experiences can be combined into one seamless journey.

And as Greece continues to attract record numbers of international visitors, there is an even stronger reason to think beyond the obvious. The most memorable Greek holiday may not be the one with the biggest resort or the most famous beach. It could be the journey that connects Athens with the quieter, more authentic Greece beyond it.

At Greeko, we believe Greece is best experienced as a story, not a checklist. Start in Athens. Slow down on an island. Discover somewhere unexpected. And let Greece unfold around you.

Greece is changing, and some of its islands are leading the way. From renewable energy and electric mobility to smarter infrastructure, a new generation of Greek destinations is showing that protecting island life and welcoming visitors can go hand in hand.

For British travellers, sustainability is increasingly becoming part of the holiday decision. It is no longer simply about choosing a reusable water bottle or avoiding single-use plastics. It is about where we travel, when we travel and how our spending benefits the places we visit.

Several Greek islands are already embracing this philosophy. Tilos, in the Dodecanese, has become one of Greece's best-known examples of renewable energy in action, combining wind, solar power and energy storage. Astypalaia is pursuing electric mobility, while Halki has developed renewable energy initiatives designed to reduce its dependence on traditional power sources.

These developments matter because island communities face unique pressures. Limited resources, water availability, waste management and seasonal population increases can place considerable strain on small destinations.

But responsible tourism does not mean sacrificing the quality of your holiday. Quite the opposite. It can mean choosing a locally owned taverna rather than an international chain, staying in a characterful boutique property, exploring villages away from the busiest tourist centres, travelling in the shoulder season, or spending a little longer in one destination rather than rushing through several.

That is the kind of travel we believe Greece deserves. At Greeko, we see a Greek holiday as more than flights, hotels and transfers. It is an opportunity to experience the people, food, history, landscapes and traditions that make each island different.

Our Greeko Gives Back philosophy is built around that idea: tourism should create value for the destinations it depends upon. So when planning your next Greek escape, ask not just which island to visit — but how you can experience it in a way that helps protect what makes it special.

Because the future of Greek island travel should not simply be about visiting more Greece. It should be about experiencing Greece better.