A media workshop event (Media Workshop) organised by Adventure Travel Networking, held on 28 April 2026 in London, was attended by the EOT of the United Kingdom and Ireland.
Adventure Travel Networking (ATN) is an award-winning organisation that promotes adventure and experiential travel, with a focus on positive impact (travel for purpose).
The event, which focused on adventure tourism and experiential experiences, brought together 40 specialist tour operators and 25 representatives of leading international media in the adventure tourism sector, confirming the importance of this market for promoting new travel trends.
A panel discussion, moderated by Lyn Hughes of Wanderlust magazine, showcased the alternative tourism experiences offered by Greece in the presence of major – ATN partner – destinations such as Costa Rica, British Columbia and Nova Scotia, Canada.
The head of the UK’s GNTO agency, EOA. UK and Ireland, Eleni Skarveli, highlighted the strategic targeting of Greece as a sustainable, alternative tourism destination, emphasising off-season periods such as Easter and November. Particular reference was made to the Athens Marathon, as a benchmark for sports tourism.
At the same time, new perspectives for nature activities were presented, with a focus on the organised trails of the Peloponnese, which follow the success of the Mainalon Trail. Emerging destinations such as Samos and Thassos were also in the spotlight, boosted by new direct air links with the UK.
The Greek side stressed the need for balanced geographical and temporal development of tourism, through the diversification of the tourism product.
In this context, “off the beaten track” experiences are promoted, with an emphasis on nature and sustainability, such as staying in outdoor spaces and contact with the natural environment, from the mountainous landscapes to the night sky of Crete.
