Crete and Lasithi Gain Major Visibility in the UK Market Through ITV Broadcasts

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Crete — and particularly the inland region of Lasithi — gained significant exposure in the United Kingdom through a highimpact familiarization trip organized by the Greek National Tourism Organization (GNTO), in collaboration with its UK & Ireland Office and with the support of the Region of Crete. From 11 to 16 July 2026, the leading British broadcaster ITV produced live segments from Lasithi, showcasing the area to one of Europe’s most influential travel markets.

Two of ITV’s flagship daytime programs, This Morning and Loose Women, aired live broadcasts from Crete on 14 and 15 July. Each day featured multiple live segments of up to ninety seconds, presenting selected images and experiences from the region to millions of viewers in the UK and Ireland. The broadcasts highlighted the coastal beauty of Lasithi, its sailing and leisure activities, its gastronomy and its highquality hospitality services. At the same time, they placed particular emphasis on the inland part of Lasithi, an area known for its dramatic landscapes, traditional villages, cultural heritage and authentic experiences that resonate strongly with contemporary British travel preferences.

The inland region of Lasithi emerged as a central narrative of the production. Its mountainous terrain, rural routes, local craftsmanship and farmtotable culinary identity offer a compelling alternative to the conventional “sun and sea” model. For UK travelers seeking authenticity, premium experiences and meaningful cultural engagement, the inland areas of Crete represent a distinctive value proposition. The broadcasts effectively communicated this dimension, positioning Lasithi as a destination capable of delivering highquality experiential tourism.

The impact of the broadcasts was amplified by the strong digital presence of both programs. This Morning reaches millions of followers across Instagram, X and Facebook, while Loose Women maintains an equally robust social footprint. In total, more than six million UK consumers are estimated to have been exposed to the content across television and digital channels, significantly enhancing the visibility of Crete and Lasithi in a market with sustained interest in travel to Greece. Additional recorded content from Crete is scheduled for broadcast in August, further extending the reach of the campaign.

ITV and Virgin Media One, which also air the programs in Ireland, command some of the highest engagement levels in European daytime television. This Morning reaches 3.9 million weekly viewers, while Loose Women attracts 2.5 million. The collaboration with ITV is considered highly successful due to the network’s broad audience base, its strong communication value and the potential for repurposing the produced content across multiple platforms.

The initiative strengthened the image of Crete — and especially Lasithi — as a premium, authentic and multidimensional destination. It also supported Greece’s broader tourism strategy, which focuses on sustainable development, targeted promotion and the attraction of highvalue travelers. By highlighting regions with strong identity, quality infrastructure and genuine experiences, the GNTO aims to diversify Greece’s tourism offering and reinforce its position as a destination that combines natural beauty, culture, gastronomy, activities and highlevel hospitality.

With the inland region of Lasithi now gaining international visibility, Crete is positioned to compete even more effectively in the European travel landscape, offering a blend of authenticity and quality that aligns with the evolving expectations of global travelers.