The Greek National Tourism Organisation (GNTO) has won the Marketing Partnership of the Year 2026 award at the annual Jet2 Marketing Awards in Leeds, England.
The award recognises the quality and effectiveness of the GNTO’s joint advertising programme with Jet2holidays for 2026, according to an official announcement. The partnership supports the GNTO’s strategy to develop more effective and targeted collaborations with British tour operators.
This year’s campaign combined traditional marketing methods, including radio advertising, programmatic advertising, video-on-demand content and articles in major national media, with targeted initiatives designed to engage British travellers in new ways.
These initiatives included:
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Travel agent engagement: The GNTO and Jet2holidays strengthened Greece’s presence among a network of 80 independent travel agents in southwest England through a joint event in Bristol.
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Greek gastronomy promotion: The campaign showcased Greek recipes through The Greek Kitchen at the BBC Good Food Show in Birmingham, reaching 26,000 visitors.
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Interactive marketing: A dedicated Greece-themed game on the Jet2 app recorded more than 700,000 plays in just one week and attracted 13% new customers.
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Influencer marketing: Six popular British influencers visited six different Greek destinations on a familiarisation trip, generating 104 social media posts and 5.4 million views, significantly expanding the campaign’s digital reach.
Elena Skarveli, head of the GNTO’s United Kingdom and Ireland Office, said the use of more creative and interactive marketing tools was transforming the traditional joint advertising model with tour operators.
She explained that connecting awareness of Greece with audience engagement increased the GNTO’s return on investment (ROI) and helped strengthen bookings to Greece throughout the year.
Angela Tzifa, deputy head of the GNTO’s United Kingdom and Ireland Office, accepted the award on behalf of Greece.
The ceremony took place during the Jet2 Destination Partnerships event, where the GNTO participated to deepen professional relationships and further promote Greece in the British tourism market.
Senior executives from Jet2.com and Jet2holidays attended alongside more than 40 representatives of national and regional tourism organisations from Europe and North Africa. Representatives from 12 British airports also took part to strengthen connections between destinations, airports and Jet2.
The event featured presentations and panel discussions on key tourism industry issues, including public responses to tourism development, emerging trends in the British market, changing consumer behaviour and ways to improve joint advertising programmes. Participants also explored the opportunities artificial intelligence and new digital technologies offer for tourism marketing.
Separate breakout sessions featured representatives from Google, Meta, Adobe and Mail Metro Media. Discussions focused on emerging technologies, data-driven marketing, personalisation tools and specialised campaigns to improve the promotion of tourism destinations.
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