–The World Travel Market opens today in London
The World Travel Market — the second largest tourism exhibition in the world — opens its doors today in London, once again attracting the interest of the international tourism community. The English market is one of the most strategic pillars for Greek tourism, as well as for the entire European tourism industry, as it traditionally ranks among the top two inbound tourism markets to Greece, alternating with Germany.
In recent years, the United Kingdom and Germany have consistently vied for the top spot in both arrivals and earnings, confirming their importance to Greek tourism.
Dynamic presence of MONEY& TOURISM in London
MONEY & TOURISM is already in London, actively participating in WTM with the English-language edition of the magazine — the largest ever published — and with full journalistic coverage from the exhibition area.
The Greek pavilion presents an excellent image, highlighting the professionalism and overall upgrading of Greek tourism, and will officially open in a short time to welcome friends and partners of Greece from all over the world.
A slight decline in the British market
The latest information exclusively brought to you by MONEY & TOURISM from the English market shows that overall tourist demand in Britain is slightly lower than last year’s levels.
The primary reason appears to be the delay in passing the budget and the new tax bill in the United Kingdom, which raises concerns about a possible increase in taxation for British citizens. However, the intention of the British to travel remains unchanged, despite the climate of economic uncertainty, as shown by all the surveys.
Economic uncertainty has led to consumers not making early bookings at the same level as last year.
At this time, pre-bookings are slightly below the corresponding period in 2025, across the market, but without creating concern among major travel agencies, which expect a recovery in the near future.
It is worth noting that the delay in bookings mainly concerns simple, low-budget rooms, as the middle and upper category of accommodation shows a significantly better picture.
Additionally, only through offers and discounts is there an increase in interest, which reflects the greater sensitivity of British travelers to the final price.
Additionally, the September advertising campaigns conducted by major tour operators did not yield the expected results in terms of pre-bookings, which reinforced the cautious attitude of agents in anticipation of the new season.
Greece, Turkey, and Egypt at the center of attention
Greece remains consistently at the top of British travelers’ preferences, along with Turkey and Egypt.
However, the last two destinations seem to be facing problems and decreases in demand due to geopolitical and economic factors, which favors the maintenance of Greece at high levels of preference and reliability.
Performances of Tour Operators
On the side of tour operators, the picture varies depending on the model and strategy of each company:
- TUI continues its upward trend, with positive messages for Greek packages in 2026.
- Jet2 is operating steadily, maintaining the volume of bookings and flights that have established it over the past few years as the primary carrier of British tourists to Greece.
- British Airways Holidays shows a slight decline compared to 2025, reflecting the overall conservative market stance.
- As a relatively newer player in the organized package market, easyJet Holidays is recording a measured but steady increase, gradually strengthening its position.
- Online tour operators, such as Love Holidays and On the Beach, show a particularly good image for Greece, with strong online demand and positive prospects for the summer of 2025.
Prospects and forecasts
Despite a slight slowdown in early bookings, the atmosphere at WTM is optimistic for Greece. Industry professionals believe that the stability, security, and quality upgrading of Greek destinations will continue to be strong advantages against the main competitors.
The Greek presence at the exhibition is numerous and dynamic, proving once again that Greek tourism knows how to be a leading player on the international stage, even during periods of moderate demand.
MONEY & TOURISM will bring you the pulse of the exhibition, statements from the heads of major tour operators, and all developments from the British market, directly from London.
