The United Kingdom and Greece have signed their first-ever Memorandum of Understanding (MoU) on Tourism Cooperation, establishing a new strategic framework to strengthen bilateral ties, encourage sustainable tourism development and expand investment opportunities between the two countries.
Signed by UK Tourism Minister Stephanie Peacock and Greece’s Minister of Tourism Olga Kefalogianni, the agreement marks a significant milestone in the long-standing relationship between two of Europe’s most popular travel destinations.
The five-year agreement sets out a comprehensive framework for collaboration across eight key areas. It includes tourism policy, destination promotion, sustainability, investment, digital transformation, tourism education and vocational training, research, and the development of innovative tourism products.
The partnership reflects the growing importance of tourism between the two countries. Greece welcomes around five million visitors from the United Kingdom each year, making Britain its largest international tourism market. Travel from Greece to the UK has continued to increase steadily since the pandemic. Last year, it grew by 12% to reach 390,000 travelers.
Under the agreement, both governments will work together to encourage tourism investment, facilitate business partnerships and organize trade fairs, exhibitions, seminars and promotional events. The two countries will also exchange expertise on tourism legislation, market intelligence, visitor satisfaction, research and best practices to enhance the competitiveness of their tourism sectors.
Particular emphasis will be placed on developing special-interest tourism, including cultural and film tourism, gastronomy and wine experiences, luxury travel, as well as rural, mountain and hiking tourism. Sustainability is also a central pillar of the agreement, with both countries committing to share best practices that help minimize tourism’s environmental impact while supporting local communities.
UK 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 Minister of Tourism Olga Kefalogianni added : “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.
The Memorandum of Understanding enters into force immediately and will remain in effect for an initial period of five years, with the possibility of renewal by mutual agreement.
