Published on
October 18, 2025
Rethymno, Greece, has become a key destination for winter tourism as visitors from the UK, Germany, Spain, Poland, the Czech Republic, and Romania flock to the city for the prestigious TUI SOCCA Champions League. This influx of international tourists is set to fuel the growth of Greece’s winter tourism sector, highlighting the country’s appeal beyond the summer months. The event brings together passionate football fans from across Europe, offering a unique blend of sports and leisure in a scenic Mediterranean setting, boosting both tourism and local economy.
Rethymno, a picturesque town on the island of Crete, is hosting two major sports events this October, marking a significant moment for both tourism and the local economy. The TUI SOCCA Champions League, running from October 17 to 20, and the SOCCA Aegean Cup, set for October 21 and 22, are expected to draw 106 teams from 35 countries. These events will result in approximately 14,000 overnight stays across 22 local hotels, contributing to the town’s tourism growth as the summer season comes to an end. This influx of sports enthusiasts will provide a much-needed boost for the local economy and highlight the potential of sports tourism in Greece.
The opening day of the TUI SOCCA Champions League on October 17 was marked by the attendance of TUI’s CEO, who spoke to journalists about the importance of diversifying Greece’s tourism offerings, particularly focusing on the winter season. With the events being covered by Tornos News, the CEO emphasized the critical need to develop winter tourism in Greece to ensure a steady flow of visitors year-round. He expressed that this effort must involve cooperation from various sectors, including hoteliers, local authorities, food service entrepreneurs, and, of course, the government.
Winter tourism in Greece remains largely untapped, especially when compared to the booming summer season. While the Greek islands and major cities attract millions of tourists during the warmer months, the winter period tends to see fewer visitors. The CEO of TUI argued that to combat seasonality and ensure the sustainability of tourism, Greece needs to create a more appealing winter offering. This includes promoting unique winter experiences, such as cultural tours, hiking in the mountains, and winter sports, alongside Greece’s renowned heritage and cuisine.
However, the CEO also pointed out a major hurdle for the development of winter tourism in Greece: rising tourism-related fees. He cautioned that increasing fees for tourists, particularly during the winter season, could act as a deterrent and undermine efforts to encourage year-round visitation. He made it clear that the cost of travel and services must remain competitive if Greece is to attract international visitors during the off-season. By offering attractive pricing and incentives, Greece can better position itself as a desirable winter destination.
A critical aspect of promoting winter tourism, according to TUI’s CEO, is increasing the availability of direct flights to Greece during the colder months. He highlighted the need for the Greek government to support the launch of new routes and provide incentives to airlines to operate year-round flights. Greece’s accessibility is essential to attract winter tourists, as many destinations in Europe struggle to maintain air connectivity after the summer season ends.
At the same time, TUI has been expanding its customer base beyond the traditional European markets, which have faced economic challenges in recent years. While the UK and Germany have long been two of Greece’s primary sources of tourists, recent economic downturns have affected the volume of visitors from these countries. The CEO mentioned that despite the challenges in these traditional markets, they have stabilized, and TUI is compensating for losses by tapping into new markets.
TUI has made significant strides in attracting visitors from Poland, the Czech Republic, and Romania. These countries, with growing middle-class populations and increasing interest in travel, represent promising new markets for Greek tourism. TUI is also looking ahead, planning to expand into the Spanish market in the near future, a move that could further diversify Greece’s tourist base. This expansion strategy is part of TUI’s broader efforts to spread its reach and mitigate the risks associated with relying too heavily on traditional markets that are influenced by external economic factors.
Despite the challenges, the tourism industry remains a crucial pillar of Greece’s economy, with the sector contributing significantly to the nation’s GDP. Sports tourism, in particular, has shown great potential in recent years. Events like the TUI SOCCA Champions League and the SOCCA Aegean Cup serve as prime examples of how combining sports with tourism can benefit local communities. They attract not only athletes but also their families, friends, and supporters, all of whom contribute to the local economy by booking accommodations, dining out, and visiting local attractions.
Looking to the future, Greece’s tourism sector is likely to face continued pressure to innovate and evolve. Winter tourism presents a unique opportunity to extend the benefits of the industry beyond the summer months and ensure a more consistent flow of visitors. This requires a collective effort from all stakeholders — from government policymakers to the local hospitality sector — to create a cohesive strategy that emphasizes the country’s diverse offerings during all seasons.
As Greece works to diversify its tourism offerings, it is clear that both sports tourism and winter tourism have the potential to play pivotal roles in the country’s economic recovery and growth. While there are challenges to overcome, particularly regarding flight connectivity and tourism fees, the opportunities for expanding Greece’s tourism market are vast. With the right investments, collaboration, and innovation, Greece can build a more sustainable and year-round tourism model that will continue to attract global visitors long into the future.
Rethymno, Greece, is seeing a surge in winter tourism as football fans from the UK, Germany, Spain, Poland, Czech Republic, and Romania attend the TUI SOCCA Champions League, boosting the local economy and tourism sector.
Rethymno’s sports events represent more than just an athletic gathering; they are a catalyst for further development in winter tourism. The collaborative efforts required to promote Greece as a year-round destination will be instrumental in shaping the future of Greek tourism. It’s clear that Greece has the potential to become a top winter tourism destination, but this will require commitment, cooperation, and strategic investment from all sectors involved.
