Jet2–GNTO: Strategic Award and Strong Momentum for Crete in 2027
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The GNTO UK & Ireland Office participated in this year’s Jet2 Destination Partnerships event, aiming to deepen professional cooperation and further strengthen Greece’s visibility in the British travel market. During the event, the Greek National Tourism Organisation was honoured with the “Marketing Partnership of the Year” award for 2026 at the Jet2 Marketing Awards ceremony held in Leeds, recognising the quality and effectiveness of the joint promotional programme with Jet2holidays.
The 2026 programme combined traditional marketing tools with new, targeted and highly interactive actions that significantly expanded Greece’s reach in the UK. Alongside radio campaigns, programmatic advertising, video-on-demand placements and extensive editorial coverage in major national media, the partnership introduced innovative initiatives designed to activate British audiences in more creative and engaging ways. A joint GNTO–Jet2holidays event in Bristol strengthened Greece’s presence across a network of 80 independent travel agents in Southwest England, while Greek gastronomy was showcased at the BBC Good Food Show in Birmingham, attracting 26,000 visitors.
Gamification played a central role in this year’s strategy, with a dedicated Greece-themed game launched through the Jet2 app. The activation recorded more than 700,000 plays in just one week and attracted 13% new customers, demonstrating the potential of interactive digital tools in destination marketing. A familiarisation trip for six popular British influencers across six Greek destinations generated 104 posts and a total of 5.4 million views, significantly amplifying the digital footprint of the campaign.
Commenting on the award, Eleni Skarveli, Head of the GNTO UK & Ireland Office, highlighted that the adoption of new, more creative and interactive marketing tools is transforming the traditional co-advertising model with tour operators, multiplying GNTO’s ROI and strengthening bookings to Greece throughout the year. The award was received by Angela Tzifa, Deputy Head of the GNTO UK & Ireland Office.
Jet2 remains one of the most influential players in the British travel market, transporting a substantial number of UK travellers to Greek islands and mainland destinations every year. Due to steadily rising demand, the company has announced an expanded flight programme for summer 2027, with Crete at the centre of this strategic growth. The flight season to Heraklion and Chania will be extended through additional departures from Birmingham, Bristol and Leeds, with operations running from 1 to 29 April. This extension supports Greece’s broader objective of lengthening the tourism season, particularly in Crete, where passenger traffic at Chania Airport has already surpassed 3.1 million travellers.
Crete emerges as a strategic hub in Jet2’s 2027 planning, with the company investing in off-peak travel and enhanced connectivity between the island and the UK. The extended flight periods in April and October reflect strong British demand and reinforce Crete’s position as a high-value destination. Jet2 is also strengthening connectivity to other Greek destinations, including Kalamata, Kefalonia and Halkidiki, confirming Greece’s overall importance within the company’s network.
The Jet2 Destination Partnerships event brought together more than 40 representatives of national and regional tourism organisations from Europe and North Africa, as well as executives from twelve British airports. The programme included presentations and thematic panels addressing key issues in the tourism sector, such as reactions to tourism growth, emerging trends in the UK market, shifting consumer behaviours and the effective use of joint promotional programmes, with particular emphasis on the opportunities offered by artificial intelligence and new digital technologies. Breakout sessions with representatives from Google, Meta, Adobe and Mail Metro Media focused on data utilisation, personalisation tools and the development of specialised marketing programmes for optimal destination promotion.
The GNTO’s award and Jet2’s expanded flight programme for 2027 confirm that Greece — and especially Crete — remains a strategic destination for the British market. The synergy between public and private stakeholders, the adoption of innovative marketing tools and the extension of flight schedules beyond peak season create a dynamic environment for the upcoming tourism year.
