“Impact holidays” are attracting increasing interest from travellers around the world, and particularly in the UK.
Recent ABTA research finds that 20% of travellers aged 25-34 choose a company, hotel or destination based on environmental commitments and sustainability practices and – to a large extent – through a travel agent.
Assessing new travel trends, the Greek National Tourism Organization UK & Ireland participated for the third consecutive time (from 2023) in the TTG Sustainable Travel Heroes campaign and co-organised an event/reunion for sustainable tourism professionals, on 11 February, at the offices of Tour Operator Intrepid in London.
The event was organized at the initiative of the Head of the Greek National Tourism Organization (GNTO) UK & Ireland Service, Eleni Skarveli, the UK Development Director of Iberostar, Aishling McLoughlin, as well as the Senior Partnerships Manager (UK) of Tour Operator Intrepid, Lucy Wildman, with the support of the popular professional platform TTG, which is addressed to more than 10,000 subscribers, mainly tour operators and professionals of the British tourism market.
The aim of the Greek National Tourism Organization’s participation is to boost tourism from the United Kingdom, promote Greece as a sustainable destination, and actively participate in the creation of the TTG Sustainable Travel Ambassadors community, which now numbers 80 tour operators.
On the occasion of the event, the updated SustainableGreece.co.uk platform was presented, which highlights the sustainable development actions implemented in Greek destinations and inspires suggestions for responsible travel experiences. The promotion of relevant Greek initiatives through the “Sustainable Greece” platform contributes substantially to the formation of a modern, responsible and competitive image in the British market.
ABTA Report
According to the recent ABTA “Holiday Habits & Travel Trends Report 2025-26”:
20% of travelers aged 25–34 said they choose a company, hotel or destination based on environmental commitments and sustainability practices, double the percentage of older age groups (10%).
The desire of British travelers to travel more responsibly and reduce their environmental footprint as much as possible is constantly strengthening.
The general public’s approach to choosing and booking travel continues to be largely carried out through travel agents, who act as key intermediaries between destination and traveler.
In the UK market, 38% of British travellers booked their holiday in the last year with the help of a travel professional (agency or tour operator). This is an increase from 34% the previous year.
This means that around 2 in 5 travellers in the UK choose to organise and book their trip through a travel agent.
This percentage is even higher in specific target groups, reaching 55% among young families.
In parallel, 41% state that they feel more confident when booking a holiday through an agent.
The above data confirms the enhanced role of tourism professionals as trusted advisors and guides, who substantially influence the formation of travel choices.
In this context, the creation and activation of the community of 80 TTG Sustainable Travel Ambassadors is of particular importance in the context of the sustainable communication strategy tourism in Greece, as it is a targeted network of professionals in the British market who act as influence multipliers, conveying reliable information and suggestions for sustainable travel options to the general public.
Through this community, the formation of more conscious and sustainable travel decisions in favor of our country is essentially strengthened.
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