Greece and Spain emerge as top summer travel destinations

Greece and Spain have emerged as the two most popular summer destinations according to TUI, Europe’s largest tour operator. Financial results for the third quarter of the 2026 fiscal year indicate a resurgence in demand for the Eastern Mediterranean, despite geopolitical uncertainties and economic challenges in key European markets.

While TUI reports that hotel occupancy is 3 percentage points lower than last year, average accommodation prices have increased by 4%. The company noted a shift in consumer behavior toward more last-minute bookings, as travelers delay final decisions.

In a separate promotional effort, the Greek National Tourism Organization (EOT) has targeted the British market to boost the profile of Crete. Through a partnership with the UK and Ireland service and the support of the Crete Region, the EOT organized a familiarization trip for the ITV network. This included live broadcasts on popular shows such as ‘This Morning’ and ‘Loose Women,’ reaching an estimated six million consumers via television and social media to highlight the gastronomy, culture, and sailing opportunities of the Lasithi region.