Greece Attracts Repeat Visitors, Stronger Travel Spending for 2026

• 22 May, 26

Greece continues to rank among the most attractive travel destinations for international visitors in 2026, with repeat visitation and resilient travel spending signaling sustained demand across key tourism markets, according to Visa’s new Travel Trends 2026 study.

Conducted in collaboration with Ipsos and the Payment Innovation Hub, the survey examined the travel intentions of visitors from the United States, the United Kingdom, France and Germany planning trips to Greece this year.

The findings show that 55 percent of international travelers planning to visit Greece in 2026 have visited the country before, highlighting strong visitor loyalty across major source markets.

“Greece continues to stand out as a resilient and highly attractive destination, with strong repeat visitation and stable demand from key markets,” said Sevi Vassileva, Visa General Manager for Greece, Cyprus, Malta and Israel.

Sea holidays and culture drive travel choices

Sea holidays remain the main reason travelers choose Greece, cited by 74 percent of respondents, particularly among British and German visitors. Cultural tourism follows closely at 60 percent overall, with French travelers showing the strongest preference for cultural experiences at 72 percent.

Travelers from North America are seeking more diverse experiences that combine seaside holidays with culture, shopping and nightlife.

Greece’s most popular destinations

The survey found that many visitors pair Athens with other destinations across Greece, including the islands and Halkidiki, while four in ten travelers also combine their Greece trip with visits to Italy or Spain.

European visitors continue to favor island destinations. British travelers prefer the Ionian islands (27 percent) and Crete (23 percent), while French visitors choose Crete (39 percent), Attica (35 percent) and the South Aegean (26 percent). German travelers focus mainly on Crete (37 percent), the South Aegean (19 percent) and the Ionian islands (16 percent).

Travelers spending more, Planning earlier

Despite ongoing global economic pressures, travel budgets remain strong among visitors heading to Greece. According to the study, 69 percent of travelers plan to maintain their spending levels, while another 19 percent intend to spend more on their trips.

American travelers are expected to spend the most, averaging 3,080 euros per person, followed by German visitors at 2,168 euros.

The study also found that travelers are organizing their holidays earlier, with nearly seven in ten booking their trips at least two months in advance.

At the same time, artificial intelligence tools such as ChatGPT are emerging as a growing source of travel inspiration and trip planning. Overall, 14 percent of respondents said they use AI tools when planning travel, with usage rising to 30 percent among American travelers.

Digital payments continue to dominate

Digital payments remain the preferred payment method among international travelers visiting Greece, particularly among French, American and British tourists, who increasingly favor cards and mobile wallets over cash.

At the same time, sustainability is becoming a growing factor in travel decisions, especially among American visitors, many of whom said they are willing to pay more for environmentally friendly travel options.

Cre: Greek Travel Pages