Monday, June 23, 2025

A recent study commissioned by INSETE, analyzing 14 significant travel markets, delves into the behaviors and preferences of international tourists contributing to Greece’s tourism income in 2024. The research, conducted by the Global Web Index (GWI), offers an insightful examination of the factors driving global travel and outlines the growing dynamics of the tourism industry. With Greece remaining one of the most popular Mediterranean destinations, this study provides critical insights into how economic trends, travel preferences, and social media influence are shaping the travel decisions of today’s tourists.

This study surveyed individuals from 14 countries: Germany, the UK, the US, France, Italy, the Netherlands, Poland, Belgium, Romania, Austria, Switzerland, Israel, Sweden, and Denmark. The interviews, conducted in early 2025, provide valuable data on the travel choices of individuals across Europe, North America, and beyond. Focusing exclusively on tourism behaviors rather than political topics, the research highlights the key factors that influence travel decisions and paints a comprehensive picture of how these trends are impacting Greece’s status in the global tourism market.

The study places particular emphasis on Greece’s position in the Mediterranean, considering its continued appeal and the competition it faces from other regional destinations. With data sourced from a wide range of countries, the results offer Greece an opportunity to understand emerging trends and adjust its tourism strategies accordingly.

A significant portion of travelers, approximately 50%, indicated that they intend to travel both domestically and internationally within the next 3 to 6 months. Among the countries analyzed, Switzerland and Austria lead the pack, with 59% of respondents planning international trips. Following closely are Italy (57%), Sweden (55%), and the UK and Denmark (53%). This data reveals a high level of travel readiness across many European nations.

In contrast, the US and Israel report lower international travel intentions, with only 48% and 50% of respondents, respectively, planning to travel abroad. This suggests that while European travelers show a greater tendency to explore international destinations, American and Israeli tourists are more inclined to stay within their borders, possibly due to domestic factors like affordability and convenience.

When it comes to making travel decisions, the primary factors influencing tourists are price, weather, and the desire for relaxation. As the world continues to grapple with the challenges of remote work and economic uncertainty, many travelers are seeking destinations that offer both value and an opportunity to unwind. This preference for affordable, weather-friendly vacations aligns with the rising demand for destinations offering both a comfortable climate and value-for-money experiences.

Countries like the US, Italy, and France particularly show a focus on finding destinations that strike the right balance between cost and quality. The demand for relaxation-oriented vacations continues to grow, highlighting the importance of offering not only exceptional experiences but also attractive pricing for a diverse range of tourists.

Unsurprisingly, beach holidays are the most popular choice for tourists worldwide. Nearly half of the respondents indicated that they are most likely to visit beach resorts. This trend is heavily influenced by the power of social media, particularly platforms like Instagram, where beach destinations are frequently showcased by influencers. The desire to experience these beautiful locations and capture share-worthy moments on social media has undoubtedly driven the popularity of coastal vacations.

Interestingly, the study points to a shift away from cultural and mountain tourism, which once attracted a larger segment of travelers. Despite Greece’s rich cultural heritage and natural beauty, it appears that beach vacations—driven by relaxation and visual appeal—are now the dominant choice. This signals a shift in tourist preferences, as travelers are prioritizing experiences that are not only visually stunning but also offer a relaxing escape.

Greece remains one of the leading destinations in the Mediterranean region. The study affirms Greece’s strong standing, with air travel data showing that the country ranks among the top five Mediterranean destinations. Particularly in Israel, Greece is ranked number one, showcasing the country’s significant appeal to travelers from key markets in the region.

This reinforces Greece’s status as a prime holiday destination, offering a mix of stunning beaches, historical landmarks, and vibrant cities. Despite competition from nearby destinations like Cyprus, Greece’s robust tourism infrastructure and its ability to maintain a high level of appeal put it in a favorable position for attracting visitors year after year.

Although Greece’s tourism industry continues to thrive, the broader global economic situation may affect future travel behavior. According to the European Commission, most European economies are expected to show moderate growth in 2025, with Denmark standing out for its particularly strong economic performance. On the other hand, Austria is projected to face economic contraction, while the US and the UK are expected to experience slower economic growth due to ongoing trade conflicts and domestic challenges.

This economic uncertainty, combined with rising inflation and the ongoing US-China trade disputes, may affect how tourists approach their travel plans. Increased costs, particularly in transportation and accommodation, could lead some travelers to scale back their plans or opt for closer, more affordable destinations. The rising cost of travel could make long-haul trips less accessible for certain segments of the population, potentially influencing the overall tourism dynamic.

Despite these global uncertainties, Greece’s affordability and excellent value proposition for tourists ensure that it remains an attractive destination. The country’s blend of stunning scenery, cultural richness, and affordable pricing continues to make it a top choice for travelers looking for a balance between quality and cost.

Greece’s tourism industry is poised for growth in the summer of 2025, with a projected 28.5 million air seats available, representing a 5.3% increase from the previous year. This forecast signals continued demand for Greek destinations, driven by major markets such as the UK, Germany, and Israel. The UK, in particular, has already reserved 5.7 million air seats for the summer, further solidifying its position as one of Greece’s most important tourism markets.

As flight capacities expand and more seats become available, Greece is well-positioned to accommodate the growing number of international visitors. With continued interest from key markets and Greece’s consistent standing as a top destination in the Mediterranean, the country’s tourism industry can expect to maintain strong momentum through 2025.

Conclusion

As Greece approaches the summer of 2025, the tourism industry looks set for another successful year. With a steady influx of international visitors, bolstered by an increase in air travel capacity, Greece’s combination of beautiful beaches, rich cultural experiences, and affordability ensures its position as a top global destination. However, the challenges posed by global economic uncertainties and rising travel costs may require some adjustments from both tourists and the Greek tourism sector. Regardless, Greece remains a top contender in the global tourism market, ready to welcome millions of visitors in the years to come.