Travel has long been lobbying for respite as the new rules bed in; Abta has called for the EU and member states to lean on existing contingency measures more readily, while the Advantage Travel Partnership has said there must be provision for the checks to be suspended during moments of peak demand.

Meanwhile, days after Greece set out its position, Jet2holidays chief executive Steve Heapy urged other destinations to follow what he described as the country's "common-sense" approach to the challenges posed by the EES rollout.

However, a commission spokesperson this week told TTG the legal framework for the EU's Entry-Exit System "does not foresee blanket exemptions for nationals of specific third countries and for an extended period of time".

The intervention comes after Greece moved to suspend biometric data collection – fingerprints and facial scans – for British arrivals at certain border points from 10 April, in a move that has been roundly welcomed by the trade.

Martyn Sumners, Aito's executive director, described the decision as a "pragmatic step" during a time of uncertainty and dampened confidence, commending the Greek authorities for their "responsive and consumer-focused approach".

But the commission has reinforced any easing under EES rules is intended only as a short-term contingency measure to manage disruption, rather than an opt-out for specific markets.

EES performing 'very well', says EU

The commission insists the system, which took full effect across the Schengen Area shortly after Easter, was performing "very well" overall. It said more than 61 million entries and exits have been recorded, alongside 29,500 refusals, which includes more than 700 individuals identified as "security threats".

It also pushed back against concerns over widespread border disruption, saying first-time registrations are averaging "a bit over one minute", with some being completed in as little as 30 seconds. It also described technical issues in some member states as isolated and to be expected in the early stages of a major system rollout.

While acknowledging EES rules allow biometric collection to be suspended in "exceptional circumstances", the commission stressed implementation remains the responsibility of member states and suggested such flexibilities should not be interpreted as a route to permanent exemptions.

'Greece sees Turkey as a main rival'

Industry observers believe Greece's move may be driven as much by competitive pressures as operational concerns.

Alan Bowen, legal advisor to the Association of Atol Companies, said Greece may be using the suspension as a tactical sales lever at a time of soft demand and geopolitical uncertainty owing to the war in Iran. "I suspect Greece sees Turkey as a main rival for undecided travellers, and being outside the EU, Turkey is not involved in the EES scheme at all," he said.

He added the, albeit minimal, disruption seen over Easter and in the days following the full implementation of EES created "considerable adverse publicity" around the new border regime and gave Greece an opportunity to differentiate itself in the sector.

Bowen also argued the move could be aimed squarely at the late-booking UK market, which remains strategically important for Greece as consumers weigh alternatives amid concerns over ongoing instability in the eastern Mediterranean.

"The UK consumer remains very important to the Greek tourist market," he added. "This plan, which has also acquired considerable publicity, may be a considerable incentive for UK customers."

'Too soon' to tell with wider geopolitics at play

Sumners agreed, adding early anecdotal feedback from Aito members and their Greek industry partners has pointed to a "modest but noticeable uplift" in enquiries and bookings immediately following the announcement. However, he added any "early indicators" should be treated with appropriate caution.

"The wider geopolitical environment has continued to significantly impact bookings for many of our members since early March, and it is probably too soon to isolate any single factor," he explained.

He added: "What is without dispute is that by removing immediate uncertainty around border processes, Greece has reaffirmed its commitment to British holidaymakers by ensuring a smooth and accessible travel experience, which remains central to booking decisions."