Greece has been named the “Star Destination for Families” at the 2026 Travel Bulletin Star Awards, reinforcing its popularity among British holidaymakers. The recognition comes as UK visitor numbers and tourism spending in Greece continue to rise, highlighting the country’s strong position in the European family-holiday market.
The award was presented at a ceremony in central London on 27 October 2026. Angeliki Tzifa, Deputy Head of the Greek National Tourism Organisation’s UK and Ireland office, accepted the honour on behalf of the GNTO.
Why Greece won the family destination award
The Travel Bulletin Star Awards are organised by the British travel trade publication Travel Bulletin, which has presented the awards annually since 2000. Winners are selected by travel professionals, making the family-destination category particularly relevant to the way British consumers choose overseas holidays.
According to the GNTO, more than 30,000 travel agents take part in the voting process each year. Their recognition suggests that Greece remains a trusted recommendation for families considering package holidays, resort breaks and culturally focused trips.
The 2026 award is also part of a longer record. Greece previously received the same family-destination title in 2016, 2018 and 2025, indicating that its appeal has remained consistent rather than being limited to one strong season.
British tourism growth strengthens Greece’s position
The award follows significant growth in travel from the UK. Final figures from the Bank of Greece show that British arrivals reached 4.89 million in 2025, an increase of 7.6% compared with 2024.
UK visitors also generated €3.74 billion in tourism receipts during 2025, up 18.4% year on year. Receipts increased faster than arrivals, although the figures alone do not establish whether this reflected longer stays, higher spending or other factors.
Demand continued into 2026. Greece recorded approximately 3.4 million arrivals from the UK during the first eight months of the year, representing a 3.9% rise compared with the same period in 2025.
For Greek hotels, restaurants, transport operators and attractions, the figures underline the importance of the British market. They also provide a strong commercial backdrop to the latest industry award.
What makes Greece attractive to families
Greece offers a broad range of holiday styles across its mainland and islands. Families can combine beach time with historical sites, outdoor activities and cultural attractions, rather than relying on a single type of resort experience.
The destination’s appeal is supported by:
- Family-oriented resorts and accommodation options
- Established package-holiday infrastructure
- Direct air connections between the UK and Greek destinations
- Beach holidays suitable for different age groups
- Historical and cultural attractions
- Travel opportunities outside the busiest summer period
Package holidays can also make planning easier by combining flights, accommodation and other travel arrangements in one booking. This may be useful for families travelling with younger children, although the exact protection and terms depend on how the holiday is purchased.
Greece’s varied tourism product allows visitors to select anything from a traditional seaside break to a more active itinerary that includes archaeological sites, museums or local experiences.
Family travel remains a major UK holiday market
Research cited by the GNTO indicates that international holidays remain a priority for British families. The ABTA Holiday Habits 2025–2026 report found that 76% of families with children under five intended to take an overseas holiday during the following 12 months. Among families with older children, the figure was 75%.
These figures describe travel intentions rather than confirmed bookings, but they show the scale of the potential market. Destinations that offer straightforward transport, suitable accommodation and activities for different ages are well placed to benefit from that demand.
For travellers, the award should not be interpreted as a guarantee about prices, availability or individual resort standards. Families should still compare accommodation facilities, transfer arrangements, cancellation terms and travel insurance before booking.
Greece’s wider recognition at the awards
Greece’s success extended beyond family tourism. Mykonos was nominated for the Star LGBTQ+ Friendly Destination award, having previously won the category in 2019. The nomination reflects the island’s continuing international profile and its appeal to different visitor groups.
Grecotel Hotels & Resorts also received the Star Luxury Hotel Brand award. Together, the honours highlight the range of Greece’s tourism offer, from family package holidays to premium accommodation and specialist travel markets.
What the award means for future visitors
The recognition may help strengthen Greece’s visibility among British travel advisers and consumers planning holidays for 2027 and beyond. However, it does not introduce a new entry rule, route or booking requirement for visitors.
Travellers should check the latest information from their airline, tour operator and accommodation provider before departure. Flight schedules, resort availability and package terms can change independently of destination awards.
For families choosing between Greek islands and mainland destinations, practical considerations such as transfer times, access to medical services, child-friendly facilities and seasonal weather may be just as important as the destination’s reputation.
Conclusion
Greece’s 2026 Travel Bulletin award confirms its strong standing as a family holiday destination for the UK market. Rising British arrivals, increased tourism receipts, extensive air links and a broad mix of beaches, resorts and cultural attractions have supported that reputation.
The key takeaway for families considering Greece is to use the award as an indication of market recognition, while making booking decisions based on the specific resort, travel dates, accommodation and package protections available. Greece remains a prominent choice for European family holidays, but careful comparison is still essential.