Monday, June 23, 2025

In a powerful rebound year for Mediterranean tourism, Greece has emerged as a top-choice destination, driven by exceptional demand from countries including Italy, Poland, Belgium, the United Kingdom, Austria, Switzerland, Sweden, the Netherlands, the United States, Romania, and others. According to INSETE’s 2025 market study, these fourteen key source markets alone are generating over seventy-five percent of Greece’s total tourism revenue, with more than half of their citizens planning international travel within the next three to six months. Bolstered by this surge in demand, airline seat capacity to Greece is set to exceed twenty-eight point five million—marking a five-point-two percent increase over last year—with the United Kingdom leading with five point seven million seats. Despite global economic uncertainties, Greece’s compelling mix of affordability, cultural richness, beach experiences, and strong connectivity continues to attract travellers across Europe and beyond, securing its dominance in the region’s tourism economy for 2025.

Greece continues to assert its dominance in international tourism, with nearly generated from a select group of key inbound markets. According to recent findings, of all tourism spending in Greece originates from just fourteen countries, where . Travel enthusiasm is especially strong in Switzerland, Austria, Italy, Sweden, Denmark, and the United Kingdom. Meanwhile, countries such as the United States, Israel, Poland, and Romania also show significant—though slightly lower—levels of interest.

A comprehensive travel sentiment study conducted by during the first quarter of 2025 examined consumer behavior across fourteen strategically important markets: Germany, the UK, France, Italy, the US, the Netherlands, Poland, Belgium, Romania, Austria, Switzerland, Israel, Sweden, and Denmark. These countries together account for the lion’s share of Greece’s international tourism receipts, making their travel preferences vital to the country’s tourism strategy.

The study underscores strong travel momentum in Europe and beyond, with more than half of respondents expressing plans to embark on leisure travel soon. Leading the pack are , where of residents intend to travel. Italy follows at , trailed by Sweden (55%), Denmark (53%), and the UK (53%). Germany, Belgium, France, and the Netherlands all show robust levels of interest, averaging around .

Although international trips dominate overall travel plans, a few exceptions are noted. In countries such as , domestic travel remains more prevalent. This trend likely stems from several factors, including the richness of domestic tourism offerings and the rising cost of international travel amid ongoing inflation and currency volatility.

These preferences suggest that economic pressures and cultural familiarity continue to play pivotal roles in shaping travel behavior—factors Greece must account for when positioning itself in outbound travel markets.

The survey also sheds light on what travelers prioritize when selecting destinations. The ranks as the most influential factor, cited by at least of respondents in every country except Poland. Tourists are increasingly looking for experiences that offer both quality and affordability.

ranks second, especially important to travelers from colder climates. About of participants indicated that favorable weather significantly impacts their destination choices, although this metric drops slightly in countries such as Romania.

Other decisive factors include . Family-friendly infrastructure, social media influence, and outdoor activities such as hiking, diving, or exploring historical sites are also critical in driving holiday decisions.

Beach and resort getaways top the list of most-desired vacation types, attracting of surveyed travelers. These are followed by , and to a lesser extent, visits to . This variety reflects a growing demand for personalized experiences and flexible travel formats that cater to different age groups and interests.

The economic environment in 2025 plays a major role in influencing travel demand. The across much of Europe compared to 2024. Denmark is an exception with modest growth, while . Meanwhile, the US and UK are experiencing stagnation driven by , all of which are diminishing consumer confidence.

In addition, between the US, China, and the EU—characterized by rising tariffs—are creating new barriers for global trade. This economic unpredictability may limit disposable income and reduce the frequency or duration of international trips, particularly long-haul ones.

Despite global headwinds, . Based on current airline scheduling for summer 2025, the country ranks among the in nearly every examined market. Greece ranks sixth only in the US and Switzerland, while , surpassing all regional competitors.

Moreover, air connectivity continues to strengthen. over 2024, totaling . The , with , making up of total capacity. Greece’s own carriers will contribute , a three point nine percent year-on-year increase, accounting for seventeen percent of all available seats.

Greece’s continued appeal lies in its ability to offer a safe, high-value, and memorable vacation experience, all while responding swiftly to global and regional travel trends. INSETE’s 2025 report emphasizes that sustainable growth will depend on how well Greece can innovate, meet shifting traveler expectations, and maintain service excellence in the face of macroeconomic and geopolitical volatility.

Driven by overwhelming demand from Italy, Poland, Belgium, the United Kingdom, Austria, Switzerland, Sweden, the Netherlands, the United States, Romania, and more, Greece is set to capture over seventy-five percent of its tourism revenue from just fourteen core markets in 2025.

With strong international partnerships, solid infrastructure, diversified attractions, and effective marketing, Greece is well-equipped to thrive in a competitive and uncertain tourism environment. As demand shifts toward value-rich, emotionally rewarding, and culturally immersive experiences, Greece is poised to remain a leading global destination for years to come.