In a twist that's sending shockwaves through sun-soaked shores, Greece has dethroned perennial favorite Spain to claim the title of 'Short-Haul Destination of the Year' at the prestigious 2025 Food and Travel Reader Awards.
Hosted by the esteemed Food and Travel Magazine in London on October 20, this glittering gala honors top-tier excellence in the worldwide travel scene—from lavish hotels and hidden-gem eateries to must-visit vacation havens. The winners? Decided by the votes of the magazine's devoted 31,000 subscribers: savvy professionals aged 26-54 with a passion for epicurean adventures, fine wines, and wanderlust.
A Mediterranean Upset: Why Greece Triumphed Over Spain
For years, Spain has ruled as the go-to quick getaway for UK holidaymakers, luring millions with its golden beaches and vibrant fiestas. But this year, Greece stormed the podium, proving that voters crave more than just sangria and siestas—they're after soul-stirring escapes blending heritage, ease, and flavor.
Accessibility is a big win: Direct flights from London to Athens clock in at a breezy three hours, making it a cinch for spontaneous jaunts. As Travel and Tour World reports, the Greek National Tourism Organization (GNTO) hailed the win as a "game-changer," boosting Greece's profile among Brits and fueling its push for sustainable, high-end tourism that thrives beyond summer peaks.
Short-haul trips to Greece are booming, with hotspots like Athens, Rhodes, and Crete drawing crowds for bite-sized breaks packed with discovery. Fresh stats from Euronews show a 4.1% surge in arrivals during the opening months of 2025 over 2024, with non-EU visitors—think eager Brits—leading the charge.
The Allure of the Hellenic Horizon
In today's travel landscape, where cookie-cutter resorts won't cut it, Greece delivers a masterclass in immersive magic. Picture this: Crumbling ancient ruins whispering tales of gods and heroes, over 6,000 islands scattered like jewels across turquoise seas, storybook villages clinging to cliffs, and shores so pristine they rival paradise. Top it off with a culinary lineup that could convert a skeptic: Think sizzling gyros wrapped in warm pita, vine-leaf bundles stuffed with dolmades, hearty moussaka layered with eggplant and béchamel, or syrupy baklava shattering into sweet bliss.
History buffs can time-travel at icons like Athens' majestic Acropolis or Crete's labyrinthine Palace of Knossos, unearthing myths amid olive groves. Island-hoppers might chase sunsets in the Aegean or Ionian chains, while mainland explorers uncover Delphi's oracle echoes or Meteora's sky-high monasteries. For off-the-grid vibes, tucked-away gems like the olive-draped hamlet of Kardamyli, the castle-crowned Molyvos, or the volcanic shores of Kythnos await.
But it's the intangibles that seal the deal: Greece's legendary filoxenia—that bone-deep warmth of welcome—pairs perfectly with wallet-friendly indulgences, cobblestoned heritage towns, gin-clear waters, and a balmy, arid climate. No wonder it's evolving into a 365-day siren call for families, couples, and solo souls alike.
As British travelers pivot toward destinations that feed the mind and the palate, Greece isn't just a winner—it's the blueprint for what's next. Ready to pack your toga? Your short-haul odyssey starts here.
Greece Tops Europe in Tourism Intensity, Croatia’s Adriatic Coast Ranks High
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