Thursday, July 10, 2025
In 2025, Greece is witnessing a powerful tourism surge as travelers from the UK, Italy, France, Germany, Spain, and Austria increasingly choose the country for its sun-drenched coastlines, rich cultural heritage, and luxurious holiday experiences. These six nations, among Europe’s most influential travel markets, are fueling record demand through early bookings, high travel intent, and a marked shift toward premium accommodation and upscale leisure. With middle- and high-income travelers prioritizing relaxing escapes and immersive destinations, Greece has emerged as a top-tier choice, reaffirming its position as one of Europe’s most irresistible and resilient tourism powerhouses.
Greece Ranks Among Top European Travel Choices in 2025 as Sun-Seeking Tourists Drive Growth Across Key Markets
Greece has emerged once again as a leading destination for European travelers in 2025, holding strong in a highly competitive landscape of holiday options across the continent. A recent study by the Institute of the Association of Greek Tourism Enterprises (INSETE) reveals that the country continues to climb in popularity across critical European markets. The report underscores Greece’s continued relevance as a premium travel destination, buoyed by its iconic landscapes, rich culture, and diverse offerings, ranging from sun-drenched islands to historical city breaks.
The study draws from a January–February 2025 online survey by GlobalWebIndex (GWI), which polled over 5,500 European residents aged 16 to 64. The findings show clear momentum for Greek tourism, as the country not only maintains but improves its ranking in several high-value markets. For the tourism sector, this reinforces Greece’s resilience and ability to adapt to shifting trends, even amid challenges posed by global travel dynamics and regional competition.
Climbing the Ranks in Major European Source Markets
According to the survey, Greece has reached third place in terms of travel preference among both German and French tourists, moving up two spots from the previous year. It holds the same position for the Italian market, while retaining fifth place in the United Kingdom and sixth in Spain. These five nations — Germany, France, Italy, the UK, and Spain — are particularly important, as they collectively accounted for nearly 47 percent of Greece’s total tourism revenue in 2024.
The increase in preference in France is particularly noteworthy, with Greece gaining 1.8 percentage points compared to last year. While preferences in Germany remained stable, small declines were observed in the UK (down 1.5 percentage points) and Spain (down 0.5 percentage points). Despite these marginal drops, Greece’s position remains strong, particularly when benchmarked against declines in competing destinations like Austria, which lost favor among German travelers, and Germany itself, which became less attractive to Spaniards.
High Intent to Travel Among European Audiences
The report also highlights a robust appetite for international travel across Europe. More than seven in ten respondents from Germany, the UK, Italy, and Spain expressed their intention to travel abroad within the next twelve months. Although France showed slightly lower intent at six in ten, those who do travel from the French market are known to take trips more frequently throughout the year.
This consistency in travel intentions offers a promising outlook for Greek tourism in 2025. The data suggests that European tourists continue to prioritize international getaways, and Greece, with its extensive portfolio of experiences, stands to benefit significantly from this trend.
Tourist Spending Behavior Shows Upward Trend
Financial expectations among travelers also provide encouraging signs. Across all surveyed countries, about half of the respondents said they plan to spend the same amount on travel as they did in 2024. However, the number of those intending to increase their vacation budgets outnumbers those expecting to reduce expenses. This indicates potential for higher per-visitor revenue for destinations like Greece, especially among travelers seeking premium experiences.
Spending patterns on accommodation illustrate this shift. German tourists anticipate spending between 86 and 145 euros per night, while French travelers estimate costs between 56 and 115 euros. British tourists expect similar expenses to Germans, ranging from 88 to 145 euros per night. Spanish travelers plan to spend between 66 and 105 euros, and Italians between 46 and 85 euros. Across these markets, the data reveals a slow decline in demand for low-cost options and a growing interest in higher-end stays — a promising development for local businesses in Greece’s hospitality sector.
Early Travel Planning and the Continued Allure of Sun and Sea
Another important trend highlighted in the survey is the early planning behavior of tourists, especially in Germany and the UK. Tourists from these markets are making travel decisions well ahead of time, a trend that opens opportunities for Greece to extend its tourism season beyond the traditional peak summer months.
As for the types of vacations preferred by European travelers, “sun and sea” holidays continue to dominate. These are followed by interest in city breaks, nature excursions, and visits to friends and family. Greece’s extensive coastline, iconic islands, and variety of urban and rural experiences position it well to meet all these demands.
Hotels and motels remain the top accommodation choice across all markets. However, trends differ slightly between countries. In Germany and France, there’s a slight decline in preference for hotels, while in the UK and Spain, the preference is on the rise. This variation suggests an opportunity for Greece to tailor its offerings to suit each market’s unique preferences, potentially blending traditional hotel stays with alternative options such as villas, boutique lodges, or eco-accommodation.
Transport and Accessibility: Challenges and Emerging Trends
Air travel remains the primary mode of transport for European tourists, particularly for medium-haul flights lasting up to three hours. While this trend favors countries closer to central Europe, it presents a relative disadvantage for Greece, which typically requires longer flights and cannot be reached easily by car or train from many European capitals.
Despite this challenge, new transportation trends may open alternative growth paths. The study found an uptick in interest for sea travel, particularly cruises and ferry journeys. Demand for ship-based travel is rising in the German and British markets — a development that may benefit Greece’s extensive island network and port infrastructure. The country’s position as a hub for Eastern Mediterranean cruises could further solidify its appeal to travelers looking for multi-destination voyages.
In 2025, Greece is thriving as a premier destination, driven by soaring demand from the UK, Italy, France, Germany, Spain, and Austria for luxurious, sun-soaked getaways. These top markets are fueling early bookings, higher spending, and a powerful shift toward premium travel experiences.
As Europe’s tourism landscape continues to evolve, Greece is demonstrating remarkable resilience and adaptability. The country’s rising popularity in key markets, the growing interest in premium travel, and shifting consumer behavior all signal a promising year ahead. By capitalizing on early booking trends, investing in diverse accommodation offerings, and addressing accessibility challenges through cruise and sea-based travel, Greece is well-positioned to expand its share of European tourism in 2025 and beyond.
