- New commitment to promote investment opportunities, entrepreneurship and vocational training and cooperate on innovation and sustainability
- Focus on special interest tourism, including Film, Culture, Gastronomy and Rural Tourism, working together to diversify both countries’ offerings and ensure holidaymakers can make the most of their trips
British holidaymakers travelling to Greece will benefit from a new Memorandum of Understanding, which has now been signed between the UK and Greece. The new agreement will strengthen cooperation from both countries on tourism, committing to work together on promotion, investment, innovation and sustainability across their respective sectors.
Both countries will seek to boost entrepreneurship in the tourism sector, and will promote cooperation, exchange of information and practical experience in digitalisation and innovation in travel and tourism technologies, as well as in the field of tourism education and vocational training.
Around five million Brits choose to holiday in Greece each year, while the number of Greeks travelling to visit the UK has grown year-on-year since the Coronavirus Pandemic.
This milestone builds on the strong tourism relationship between the two countries, marking the first time a cooperation agreement in the field of tourism has been signed between the two countries.
Running for an initial five-year period, the MoU covers eight main areas of cooperation, including institutional collaboration, tourism promotion, sustainability, investment, digitalisation and vocational training, ensuring that British holidaymakers are able to enjoy and make the most of Greece’s tourism offer.
It will see greater cooperation between Greece and the UK in the areas of investment opportunities and the holding of fairs, exhibitions, seminars and other tourism promotion events in both countries.
There is a commitment for an exchange of information and know-how relating to tourism policy and legislation, visitors’ satisfaction within each country, research and developments in the global tourism market and new tourism products and services.
There is also an emphasis on special interest tourism – film, culture, luxury shopping, gastronomy and wine as well as rural, mountain and hiking tourism.
Best practice around sustainable tourism – aimed at minimising the environmental impact of tourists in the respective countries – will also be shared.
The MoU highlights the government’s commitment to strengthening the UK’s relationship with EU member states while also growing the UK’s own visitor economy. Plans for this will be set out in an upcoming Visitor Economy Growth Strategy.
Tourism Minister Stephanie Peacock said
Both Greece and the UK share a rich history, stunning landscapes and amazing coastlines which are enjoyed by millions of visitors each year.
This agreement will strengthen our cooperation and support sustainable growth across both our tourism sectors. By working together, we can help those who work around the clock to provide a great experience to the millions that travel between our countries every year.
Greek holidaymakers have always been welcome in the UK and we look forward to welcoming many more in the years ahead.
Greek Minister of Tourism Olga Kefalogianni said
The United Kingdom remains Greece’s leading tourism market. Visitor flows continue to grow – a testament to the deep friendship between our two countries.
Today’s Memorandum of Understanding marks an important step in deepening our strategic partnership in tourism. It establishes a modern framework for cooperation that goes beyond promotion to encompass sustainability, innovation, investment, tourism education, and shared expertise.
This is an investment in the future of both our tourism sectors that opens new opportunities for businesses, destinations, and travellers alike.
ENDS
Notes to Editors
- A bilateral working group has also been established as part of this MoU, with the aim of reviewing its implementation through consultations and the submission of recommendations to authorities. The group will meet remotely, with the option to invite experts from both the public and private tourism sectors to attend.
- The MoU will continue for five years, with automatic renewal for subsequent five-year periods.