Greece Among Top Travel Choices for Western Europeans Over Next 12 Months

• 4 February, 26

Greece remains among the leading travel choices for Western European travelers over the next 12 months, maintaining a strong position in key source markets despite intensifying competition across the Mediterranean, according to new research by INSETE, the research institute of the Greek Tourism Confederation (SETE).

Findings from INSETE’s latest study, “Brand Greece: How Attractive Is Greece as a Tourism Destination? A Comparison with Competing Mediterranean Destinations”, show that Greece consistently ranks within the top five outbound travel preferences in Germany, France, the United Kingdom, Italy, and Spain—markets that together account for nearly half of Greece’s inbound tourism revenue.

Strong positioning in Germany and the UK

Germany and the United Kingdom continue to stand out as Greece’s most important source markets, both in terms of arrivals and travel receipts. In Germany, Greece ranks third among preferred destinations for travel abroad over the next year, while in the UK it holds fourth place. Notably, Greece improved its ranking by one position in the UK compared with 2024, narrowing the gap with higher-ranked competitors.

The study indicates that preference levels between Greece and destinations ranked immediately above it – particularly in the UK and Spain – are separated by relatively small margins, suggesting sustained competitiveness in highly contested markets.

Italy also places Greece in third position, while France ranks Greece fourth among outbound travel choices. In Spain, Greece appears sixth but has also gained one position year-on-year, reflecting a gradual strengthening of its appeal even in more challenging markets.

Competition and brand resilience

INSETE’s analysis highlights that Greece remains firmly positioned alongside leading Mediterranean destinations such as Spain, Italy and France. While those countries continue to benefit from strong domestic demand and geographic advantages, Greece’s consistent presence in the top tier across multiple markets points to what INSETE describes as the resilience of the “Brand Greece”.

The study notes that in markets such as Italy and Spain, other Mediterranean competitors – including Turkey and Croatia – fall outside the top ten travel preferences, reinforcing Greece’s standing among Western European travelers.

According to INSETE, the attractiveness of Greek destinations is supported not only by traditional leisure demand but also by the diversification of tourism offerings and the country’s ability to compete beyond factors such as ease of road access, which favors centrally located European destinations.

The findings are based on consumer research conducted by GWI in two survey waves in 2024 and two in 2025, covering 7,402 respondents across Germany, France, the UK, Italy and Spain. The survey focuses on travelers’ stated preferences for international destinations over the coming 12 months, capturing a period that includes the critical summer season.

Commenting on the results, INSETE General Director Elias Kikilias said that Greece’s tourism brand has entered a more mature phase, operating in a structurally competitive environment dominated by Spain and Italy.

“Strengthening sustainability, resilience, and destination identity, alongside coordinated public and private sector action, is increasingly important for maintaining Greece’s position in international markets,” he added.

Cre: Greek Travel Pages