A new step in cooperation with one of the largest travel groups in the world was approved by the Ministry of Tourism. Minister Olga Kefalogianni approved the decision No. 92/24th/23.10.2025 of the Board of Directors of the Greek National Tourism Organization (GNTO), which concerns the Co-Marketing Program with the TUI Group for the period from November 2025 to August 2026.

This collaboration is part of the Greek Tourism Promotion and Promotion Strategy 2025-2028, which places a special emphasis on synergies with international tourism organizations and airlines, aiming to maintain Greece's competitive position in the main European markets.

The program covers the markets of Germany, the United Kingdom, Scandinavia, Switzerland, Belgium, the Netherlands, Austria, and Poland, focusing on both the summer season and the intermediate seasons to ensure the continuous promotion of the Greek tourism product and the maintenance of high visitor flows throughout the year.

Collaboration with the TUI Group, one of Greece's most important strategic partners in the tourism market, includes joint communication actions, digital campaigns, promotional programs, and synergies in media and travel platforms, with the goal of maximizing the impact of the "Greece" brand.

According to the Greek Tourism Marketing Plan 2025-2028, this partnership aims to strengthen Greece's presence in the main traveler source markets, leveraging the global reach and advertising power of the TUI Group. Simultaneously, it supports the promotion of Greek destinations with targeted actions per market, emphasizing the diversity of the tourism product, sustainability, authenticity, and the extension of the season.

Funding for the program comes from the 2025 EOT budget, as part of the approved funds for co-marketing and promotion actions. The program is expected to significantly contribute to strengthening Greece's tourism brand and maintaining the momentum the country has gained as a top destination in the European and global tourism market.

This new collaboration is a continuation of a long-standing and successful relationship between the Greek National Tourism Organization and the TUI Group, which has decisively contributed to the increase in tourist arrivals, the support of Greek destinations, and the international recognition of the country over the past few years.