The Greek island of Mykonos was confirmed as the best luxury destination in Greece for UK travelers, awarded alongside nine additional niche Greek destinations on the islands and the mainland.
More than 13,000 Britons who travelled to Greece in 2026 voted for the Greek Travel Awards, organised for the 5th year by the office of the Greek National Tourism Organization in the UK in collaboration with Ice Travel Group, brandsicelolly.com and Travel Supermarket.
“The Greek Travel Awards have become an important institution for highlighting the diversity of Greece in the British market,” said Eleni Skarveli, Director of the Greek National Tourism Organization service for UK & Ireland. “This year’s participation, with more than 13,000 votes, demonstrates the consistently strong interest of British travelers in our country, as well as their willingness to discover new aspects of it.”
The ten winners were unveiled to one hundred guests during an elegant ceremony at London’s iconic Saddlers’ Hall, featuring a live silversmithing demonstration from a Ioannina craftsman, traditional Greek dances, the best of Greek cuisine, and a “Mamma Mia”-themed performance.
“Our goal is to continuously expand the image of Greece beyond the traditional “sun and sea” model, showcasing authentic experiences, lesser-known destinations and travel suggestions throughout the year. This year’s winners capture exactly this modern and multi-dimensional Greece that we want to showcase in 2027,” Eleni Skarveli pointed out.
Greek islands off the beaten track
The Greek Travel Awards 2026 highlighted ten Greek destinations that stood out for the special experiences they offer to travelers: from walking and outdoor tourism to gastronomy, sustainability, winter getaways, luxury tourism and, for the first time this year, Set-Jetting, the new international travel trend that connects travel with popular film and television productions.
The world-famous island of Mykonos defended its reputation as Best Luxury Destination with its high-end hotels and villas, haute gastronomy, unique experiences and quality hospitality.
On the other hand, the lesser-known islands of Thasos, Samos, Tilos, Kythera, and Skiathos, stood out each for its own unique features.
Greek islands recognised as niche travel destinations
The multi award-winning small island of Tilos, in the Cyclades, was – naturally – named Best Sustainable Destination, thanks to its innovative approach to sustainable development, with an emphasis on renewable energy sources, waste reduction and a model of island life and tourism with respect for the environment and the local community.
Far-flung Kythera, located in the sea south of the Peloponese peninsula but belonging to the Eptanese island complex, was name Best Secret Gem, thanks to its secluded beaches, traditional settlements, Venetian heritage and authentic character away from the established tourist trails.
Samos, in the Eastern Aegean, the birthplace of mathematician Pythagoras and philosopher Epicurus, was recognised by British travellers as Best Culinary Destination, with its world-acclaimed Moscato of Samos wine as a point of reference, but also its wealth of local products, traditional recipes and the special flavors of the island.
Skiathos in the Sporades islands complex was the first winner of the new Set-Jetting category of the Greek Travel Awards UK, with its beaches, harbor and characteristic landscapes having gained international recognition through the MammaMia! hit movie franchise, inspiring travelers to experience the film’s locations firsthand.
The Best Emerging Destination award went to the island of Thasos, for its combination of beaches, mountain villages, nature activities and local gastronomy. The island is expected to see a significant rise in UK arrivals in 2027, thanks to Jet2’s new direct connection to the nearby city of Kavala, which will enhance its accessibility.
Unique features of Greek mainland travel
The northern Greek city of Thessaloniki, Greece’s second largest after Athens, was acknowledged by UK travelers as the country’s Best City Break, combining Byzantine heritage with modern culture, a beautiful beachfront and one of Greece’s most recognizable gastronomic scenes.
Pelion, in Central Greece, was voted Best Winter Destination, thanks to its traditional settlements, forests, local gastronomy, nature activities and the unique landscape that connects the mountain with the Aegean Sea.
Very close to Pelion, the Olympus Riviera, was voted as Best Outdoors Destination, also for its unique combination of sea and mountain landscape, but also the various mountain activities it has to offer, like hiking and canyoning under the shadow of the mythological mountain of the Greek Gods.
