Mykonos named Britain's favourite Greek island - while little-known Kythira is declared country's most underrated spot, with secluded beaches and crowd-free hiking trails

Published: 06:48 EST, 9 November 2026 | Updated: 06:48 EST, 9 November 2026 Known for its dreamy islands, white-sand beaches and fabulous local cuisine, Greece has long been a popular destination with British holidaymakers. Mykonos is one of its most-loved locations – and the island has just been named the best luxury spot for UK travellers in the Greek Travel Awards.The island boasts plenty of places to stay – from high-end hotels and resorts to beautiful, private villas - all surrounded by white-washed buildings and charming streets.It is also home to a range of lively beaches and secluded coves too, including Glyfadi beach, which was recently named the best on the island by Condé Nast Traveller.Welcoming millions of visitors every year, many of whom are Brits, the island is popular for overnight stays and as a cruise stop.Meanwhile, holidaymakers looking for a less-crowded and more authentic experience might want to check out the island of Kythira. Mykonos was named the best luxury destination in the Greek Travel AwardsAwarded the Best Secret Gem in Greece title, it is the southernmost Ionian island and the supposed birthplace of the Greek goddess of love, Aphrodite. Visitors to Kythira won't struggle to find a secluded beach, hiking trails and even climbing – the island has a diverse and unique landscape of peaks, valleys as well as sand and pebble beaches.Tourists heading from the UK have to stop off at Athens International Airport first before heading to Kythira. The journey takes around six hours in total. 'The Greek Travel Awards have become an important institution for highlighting the diversity of Greece in the British market,' said Eleni Skarveli, director of the Greek National Tourism Organization service for UK & Ireland, according to Greek Reporter. 'This year's participation, with more than 13,000 votes, demonstrates the consistently strong interest of British travellers in our country, as well as their willingness to discover new aspects of it.'Although Greece is mostly visited in the summer, the country's tourism minister Olga Kefalogianni has insisted it has the potential to be a year-round destination too. She told Euronews the country is pushing for tourists to 'experience authenticity' and enjoy the mainland as well as 'the mountainous areas and some lesser-known islands, too'. Meanwhile, Kythira was named the Best Secret Gem in Greece'Greece is associated with its beautiful islands, the beaches that are really amazing with the crystal waters, but it's also a very mountainous country… here, in the mountainous areas, you're being welcomed by the locals who really are very hospitable and warm,' Ms Kefalogianni said. 'The target for us is of course to have year-round tourism, not just seasonal activity.' The popular destination is on track for another record tourism year, with a surge in earnings and arrivals seen so far. 'In 2026, which has not yet come to an end, we already see an increase, therefore we expect that 2026 will conclude as an even better year than 2025,' Ms Kefalogianni said, Ekathimerini reports. She also revealed there has been continued demand from British tourists, and this upward trend looks set to continue into 2027.