How vaccinated tourists became the most coveted visitors

The headlines branding the UK as 'Plague Island' told the grim story of the nation's pandemic struggle.

With infection rates spiraling and deaths surpassing 125,000, the UK began 2021 as Europe's Covid pariah.

However, after a successful vaccination campaign that has seen over a third of adults receive at least one dose, European countries and tour operators, who have been hit hard over the past year, are eager to welcome vaccinated Brits in search of summer sun.

Cyprus is set to welcome vaccinated Brits starting May 1, while Greece plans to open its borders from May 14, with Greek media declaring an 'all-out war' to attract UK tourists.

Harry Theoharis, Greece’s Tourism Minister, stated at this week’s virtual ITB Tourism conference that the country would welcome travelers who have been vaccinated, can show proof of antibodies, or present a negative PCR test.

With the rallying cry, 'All you want is Greece,' Theoharis’s passionate appeal has sparked a scramble for tourists’ pent-up lockdown spending, a much-needed boost for Mediterranean communities hit hard by the financial fallout of the past year.

Spain, which attracted more than 18 million British visitors in 2019, and Portugal have both expressed eagerness to welcome Brits back as soon as travel is deemed safe.

The demand is certainly there. According to ABTA, a UK travel trade association, 63% of Brits are hoping to book an overseas holiday in 2021.

But there’s one key obstacle: it’s still illegal for UK residents to travel abroad for leisure. This week, the UK’s transport minister, Grant Shapps, reiterated that it's too early to book international trips.

Prime Minister Boris Johnson has tentatively set May 17 as the earliest possible date for the reopening of international travel.

This timeline is still pending a review by the government’s global travel taskforce, which is scheduled for April 12. The review will outline which countries are considered safe to visit and whether any vaccine certification will be necessary.

Restoring traveler confidence

Despite challenges, European countries and tour operators are going all in to attract visitors, with tourists continuing to book their trips.

TUI, the UK’s largest travel company, reported a staggering 500% surge in bookings the day after Prime Minister Johnson outlined England’s roadmap out of lockdown in February.

Thomas Cook noted a 25% increase in inquiries about Cyprus following the announcement of its plans to welcome vaccinated travelers.

From flexible booking options to tourism officials highlighting declining Covid numbers, there's an unmistakable push to encourage travelers to book their vacations as soon as possible.

For Luis Araujo, president of Portugal's tourism board VisitPortugal, it’s definitely not too early to secure a holiday.

“They should book now,” he advises when asked if potential tourists should wait before booking their summer holidays.

“We need to foster trust with tour operators and travel agents. If we don’t see a proactive response in terms of bookings or travel inquiries, the recovery will take much longer… What we need right now is mobility.”

“And we need it urgently because every day that goes by is a day lost.”

Araujo highlights Portugal’s ‘Clean and Safe’ certification, with over 21,500 businesses, including hotels, bars, restaurants, and museums, meeting rigorous health and safety standards.

In 2020, more than 25,000 individuals received training, and a further 12,000 are already undergoing training this year, he adds.

With infection rates dropping rapidly to 83.2 per 100,000, Araujo emphasizes that Portugal has weathered the worst and is now preparing to reopen to tourists.

But it's not just about vaccinated travelers. Araujo believes anyone who can show they’re Covid-free, whether through a negative test, antibody proof, or vaccination, should be allowed to visit Portugal.

“The focus should shift from labeling countries as 'dangerous' to evaluating individual risk,” he explains.

“It's about managing the pandemic while still allowing people to enter the country. Portugal isn’t just a destination for the vaccinated.”

“It's crucial to recognize that even visitors from high-risk countries can enter if they have proof they're not infected.”

Clearer Covid safety certifications

Araujo stresses that Portugal is not competing with other European nations for vaccinated tourists.

Instead, he advocates for cooperation within the European Union to establish unified safety standards that will allow travel to resume safely.

“The real competition is about building trust and getting flights back in the air,” he explains. “It’s not about having five more tourists than Greece or ten fewer than Spain.”

Tour operators are also working hard to clarify their Covid safety measures as international travel nears.

“We have a dedicated team ensuring that our accommodations, bike rentals, and taxi services meet all Covid regulations and maintain high safety standards, including enhanced cleaning between stays and physical distancing,” says Simon Wrench from Inntravel, which offers walking and cycling tours in Cyprus, Spain, and Slovenia.

Greece is reportedly focusing on vaccinating residents of 40 small islands with populations under 1,000, such as Haiki, Kastellorizo, and Meganisi, before turning attention to more popular tourist destinations like Mykonos and Crete.

The goal is to vaccinate as many tourism workers as possible, ensuring a safer environment for both employees and visitors alike.

“We believe that the recent announcement by the tourism minister about Greece welcoming British tourists from mid-May, along with the travel protocols in place, will help reassure consumers as we approach the summer season,” says Dimos Stasinopoulos, CEO of Epoque Collection, which operates properties in Santorini and Athens.

“We’ll be implementing several safety measures at OMMA Santorini when it opens in May, along with offering flexible cancellation policies to ensure our guests feel secure,” he adds.

“Safety protocols at OMMA Santorini will include temperature checks, safety kits in every room, regular cleaning in accordance with WHO guidelines, and disinfected key cards,” Stasinopoulos explains.

Israel’s green pass

It's not only Brits who are being targeted by tourist destinations across southern Europe.

Israel boasts the world’s most successful vaccination program, with 4.8 million out of 9 million people fully vaccinated with two doses, and 80% having received at least one shot.

As demand for vacations grows, the Lastminute (lm) group has partnered with the Issta Lines Group to launch the Hebrew site lastminute.co.il, aiming to attract Israeli travelers eager to escape after a year of Covid restrictions.

“Despite being a small country, almost everyone in Israel flies, so being 'locked in' has been particularly hard for them,” says Andrea Bertoli, Deputy CEO of lm Group.

“Much like the UK, where the vaccine rollout has gained momentum, the conversation in Israel has centered around the prospect of opening up the skies,”

“In Israel, this has been one of the central topics of Covid-19 discussions, particularly as infection rates have started to drop.”

The country has secured travel agreements with Cyprus and Greece, but is also planning to enforce strict regulations in response to concerns over the spread of more contagious Covid-19 variants.

Bertoli explains that travelers will need a “green passport” to prove they've been vaccinated, with travel restrictions in place until 10 days after receiving the second dose.

Israel’s high vaccination rates also position it as an attractive destination for visitors seeking a Covid-safe getaway.

“Israel’s successful vaccination rollout has sparked hope for the revival of international tourism,” says Sharon E. Bershadsky, director of The Israel Government Tourist Office UK.

“It’s enabling the industry to start planning for the return of tourists in the near future – positioning Israel not just as a popular destination, but as a healthy one.”

Bershadsky is confident that tourists can return “soon.” With Israel's vaccination program nearly complete, the country could experience a tourism boom while others work to catch up.

Too early to book

Despite the efforts by tourism boards and operators to demonstrate their ability to host visitors safely, leisure travel will likely remain impossible for a few more weeks.

Although this situation could change, booking a trip now is a significant risk, according to Rory Boland, travel editor at consumer website which.co.uk.

“Our recommendation is to hold off on booking,” he advises. “You can’t know where or when you’ll be able to travel, and booking now exposes you to potential financial losses.”

Boland also highlights that the growing talk of increased demand doesn’t paint the full picture.

“Some of the headlines reporting a 500% increase in bookings are based on very small initial numbers,” he notes.

“Yes, there is a segment of travelers, particularly older people, who feel more confident booking vacations to destinations announcing that they’ll allow vaccinated tourists. However, significant risks still remain,” he adds.

Boland points out that, similar to the UK's criticized travel corridors policy in 2020, certain destinations could end up on a “red list” while vacationers are already on holiday, relaxing on the beach or by the pool.

This could lead to the need for mandatory quarantine in a government facility at the traveler’s expense, a cost that insurance would not cover.

Green corridors

“We’re urging travel companies to be transparent,” Boland adds. “You can’t keep claiming that flexibility will cover all situations, because right now, it simply won’t.”

While it may still be too early to book, vaccines seem to be the most reliable solution for safely restarting travel.

“We are hopeful that a green corridor agreement between countries, or at least a common green passport, will be accepted across Europe and the UK,” says Andrea Bertoli.

“It might not be a full tourism explosion, but it’s definitely the key to starting the engine.”

Although a unified vaccine passport may not be finalized soon, there’s no doubt that those who can prove immunity to Covid will play a major role in driving the travel industry forward through 2021 and into 2022.

The race to secure bookings has begun.