UK Holiday Searches Surge for Crete Ahead of 2026, Report Finds

 

Crete ranks among the fastest-growing destinations for British travelers in 2026, recording an 18 percent increase in holiday package searches, according to a new report by British Airways Holidays.

This rise ranks Greece as the fifth fastest-growing destination in the report compiled by the subsidiary of the UK’s national airline British Airways.

The findings are included in the tour operator’s 2026 Travel Trends Report, produced in collaboration with Globetrender, a leading travel trend forecasting agency. The report analyzes customer search behavior while also identifying broader trends expected to shape travel choices in the year ahead.

Crete’s strong performance places it among a group of destinations seeing notable growth in interest from UK travelers.

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Athens Wins Two Global Titles at the World Travel Awards 2025

 The Greek capital of Athens received two major distinctions at the World Travel Awards 2025, reinforcing its status on the international tourism map.

The Greek capital was named World’s Leading Cultural City Destination 2025 and, for the first time, World’s Leading City Break Destination for 2025.

Photo source: Athens Municipality

Develop Athens CEO Ioannis Georgizas attended the ceremony in Manama, Bahrain, alongside senior officials, highlighting the city’s efforts to boost its global visibility.

“These awards confirm the strategy we are implementing at the Athens Development Agency to internationally promote the city’s modern, creative, and sustainable identity,” Georgizas said upon receiving the honors.

The new global titles follow earlier European wins in October, when Athens was named Europe’s Leading Cultural City Destination and received the title Europe’s Leading City Tourist Board for 2025.

At a national level, Greek hotels, resorts and tourism companies also received multiple accolades at the World Travel Awards 2025, underscoring Greece’s standing as a global leader in hospitality.

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The Greek Christmas dessert that was named the best in the world

 

Greek melomakarona named world’s best cookies by international taste platform

It has often gone head-to-head with its rival, the kourabiedes (Greek almond cookie), even appearing in a children’s book, and has come out the winner. 

It also wins the preferences of those who try to watch their diet, as while they cannot resist a festive sweet, they at least choose the one with fewer calories. 

Now, melomakarona (Greek honey cookies) have reached the top of the world, according to a new list by the international tasting platform Taste Atlas—though perhaps not in the category we might expect: they are titled “the best cookies in the world,” taking the number one spot on a list of one hundred sweets from around the globe.

Specifically, it is noted that although they were introduced by the ancient Phoenicians, today they are considered a traditional Greek Christmas sweet. 

Made from semolina, they are traditionally flavored with honey, orange zest, cinnamon, and other ingredients such as olive oil and cognac. 

“Immediately after baking, they are soaked in honey syrup and sprinkled with ground walnuts. Although some argue that ‘phoínikia’ refers to a slightly different sweet that may be fried and served without nuts, the two names are often used interchangeably.”

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US Travelers Name Greece World’s Best Tourism Destination for Fifth Time

 Greece has once again been named the World’s Best Tourism Destination, securing the title for a fifth consecutive year at the Global Traveler GT Tested Reader Survey Awards 2025, reinforcing its strong appeal in the highly competitive US travel market.

Organized by US-based travel magazine Global Traveler (FX Express Publications), the annual GT Tested Reader Survey Awards are considered among the most credible distinctions in the American travel industry, as winners are determined exclusively through reader voting.

The 2025 survey ran from December 12, 2024, to August 31, 2025, attracting thousands of responses across 90 categories covering destinations, hotels and airlines.

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Seven Greek islands among the best in Europe, according to the Conde Nast Traveller readers’ awards

Crete is the leader in air arrivals and international tourism awards

Crete tops the ranking of Europe’s best islands, as reflected in the 2024 Readers’ Choice Awards, based on the preferences of travelers from around the world and readers of the leading travel magazine Conde Nast Traveller.

Specifically, Crete is in 4th place, with the Greek islands taking the honors, as 7 are included in this list. Focusing on the Greek islands that the magazine’s readers highlighted in their preferences, these are Paros (3rd place), Skiathos (5th), Rhodes (7th), Zakynthos (12th), Corfu (17th) and Santorini in (18th).

The Greek islands with their excellent accommodation have attracted an international audience, as the authentic experiences they offer continue to attract visitors from all over the world, it was pointed out. Focusing on Crete, the flagship of Greek tourism, based on data released by INSEETE for the eight months of 2024, the development of air arrivals exceeded all expectations

In any case, Crete and the autumn months are moving at a very good pace in arrivals, while many tourist units have already announced that they will extend their operation in mid-November, as a result of the demand for the island in international markets.

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Crete: Listed by Lonely Planet as one of the top 10 European destinations for sunny winter holidays

 “The southern regions of Europe offer plenty of blue skies, sunshine, and mild temperatures,” writes Lonely Planet.

Lonely Planet has presented the top 10 best destinations in Europe for sunny winter holidays, and Crete is featured in this list

These 10 destinations evoke summer in winter, according to Lonely Planet. “Europeans do not need to travel far to find places for holidaying in good weather during the winter months,” the publication states.

“The southern regions of Europe offer plenty of blue skies, sunshine, and mild temperatures. Moreover, traveling in the low season means holiday packages at lower costs, as well as exclusive travel experiences, such as beaches and villages without hordes of tourists,” according to Lonely Planet.

Crete ranks 10th on the list, providing moments of tranquility and serenity along with quality services, allowing visitors to enjoy paradise beaches like Elafonissi, explore unique historical sites such as the Palace of Knossos, discover favorite spots in Chania and Heraklion, dine in beautiful restaurants, and have fun in bars and cafes.

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Crete Sees Rise in UK Pre-Bookings for 2025, Following Strong 2024 Arrivals

 UK pre-bookings for Crete in 2025 mirror the 10.8 percent increase in air arrivals recorded during the first half of 2024, according to data presented by the Region of Crete at the WTM London 2024 exhibition.

From November 5 to 7, a delegation from the Region of Crete participated in the prestigious London fair, showcasing the island as an ideal luxury destination for spring and autumn travel.

Deputy Governor of Tourism Kyriakos Kotsoglou highlighted the importance of Crete’s strategic presence at WTM London 2024, particularly given the UK’s position as Crete’s second-largest tourism market.

UK market nearing 1 million annual arrivals to Crete

“With air arrivals increasing by over 10 percent in the first half of 2024 and pre-bookings for 2025 reflecting a similar rise, the UK market is steadily nearing the milestone of 1 million annual arrivals to Crete,” Kotsoglou stated. “This growth could solidify its leading position in the region, a status it already holds in Chania.”

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