Bookings from the British market to Greece continue to move at stable levels, despite the military developments in the Middle East. At the same time, Greece remains the second choice after Spain among short-haul destinations for British Airways Holidays travelers.
This message was broadcast during a British Airways conference entitled “Destination Partnership Day”, which was held at the company’s headquarters at London’s Heathrow Airport on March 12.
The event was aimed at national tourism organisations, airline partners and representatives of the wider tourism industry and aimed to inform participants about the latest developments, commercial priorities and strategic directions of British Airways, while at the same time providing substantial opportunities for networking and exchanging views with leading players in the British market.
Developments in the Middle East
During the event, specialized presentations were made by senior executives of British Airways from the areas of sustainability, commercial policy, marketing, operations, strategy and business planning, while there was also the participation of VisitBritain on market trends and the tourism promotion work of the United Kingdom.
Particular mention was made of the effects of the crisis in the Middle East, which, despite the fact that it has not yet significantly affected the British tourism market, seems to mark a period of ultra last minute bookings pending developments in the international environment.
British Airways and Greece
As the national British airline and leading player in the British aviation market, British Airways has maintained a particularly significant presence in Greek tourism over time, while at the same time, through British Airways Holidays, it also operates dynamically as a tour operator, offering high-value and quality holiday packages, with particular emphasis on destinations that appeal to a high-income audience, as the average package amounts to 3,000 British pounds.
Greece recorded a particularly positive course in the company’s network in 2025, with an increase in passenger traffic by 13.1% compared to 2024. In January, Greece showed a 5% increase in both revenue and booking volume, with most Greek islands recording a positive annual change, while the performance was particularly encouraging in the key months of the summer program.
British Airways operates flights throughout the year to Athens, steadily increasing its flight operations to Greece over the last years. During the summer 2025, the company operated up to 148 weekly flights from London Heathrow, London Gatwick and London City airports to 14 Greek destinations, offering approximately 751,000 seats, compared to 671,000 during 2024 summer.
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