Greece’s Tourism Boom: Europe’s New Favorite Destination

• 27 November, 25

According to the European Travel Commission (ETC) in its quarterly report “European Tourism: Trends & Prospects”, Greece has become one of Europe’s fastest-growing international tourism destinations in 2025. Driven by climate changes, tech trends, and strong price competitiveness, Greece is attracting an increasing number of visitors from Europe, North America, and Asia. Among German travelers in particular, Greece is steadily replacing Turkey as a top holiday choice.

By mid-2025, international arrivals to Greece were 22.4% higher than in 2019, outperforming Spain (14.9%), Portugal (20.4%), and Italy (13.5%). In Europe, only Serbia (30.3%) and Malta (45%) recorded higher growth rates, though both are much smaller tourism markets.

How Travelers Choose European Destinations: New Trends Emerging

With extreme weather events on the rise and overtourism affecting several major hotspots, “capacity limits” have become a key concern for travelers. During the summer of 2025, issues such as heatwaves and overcrowded attractions resurfaced as major topics across social media, making online sentiment a crucial indicator of destination appeal.

The report also highlights a shift in travel timing: 28% of travelers from eight major source markets plan to change their travel months within the next two years. Their main goals are to avoid crowds, reduce costs, and escape intense summer heat.

AI Boosts Smart Travel: Usage Continues to Climb

Artificial intelligence is becoming a core tool in travel planning. AI usage in travel decision-making rose from 10% last year to 18% in 2025, driven mainly by Gen Z and Millennials.

More travelers are now using AI to find better prices, plan routes avoiding peak seasons, and discover alternatives to overcrowded attractions.

Countries with the highest AI usage in travel planning:

• China: 40%
• United States: 27%

This indicates clear differences in digital travel behavior among source markets.

Cre: Ekathimerini