Greece Scores High with Gen Z Travelers Across Europe – Report

• 27 December, 25

According to the newly released MMGY Travel Intelligence report, “Portrait of the European Traveler 2025,” Greece has become one of the most desirable travel destinations for Generation Z (Gen Z) travelers in Europe. Over the next three years, Greece ranks among the top three most popular outbound destinations in Europe, trailing only Italy and Spain.

Young European Travelers Continue to Fuel Greece’s Tourism Growth

The report is based on a survey of 4,107 active leisure travelers from France, Germany, Italy, Spain, and the United Kingdom. Findings reveal that 41% of European respondents plan to visit Greece within the next three years, compared to 49% for Italy and Spain.

Despite ongoing economic pressures such as inflation and rising living costs, Europeans remain highly motivated to travel. Gen Z travelers, in particular, are emerging as a key driver of international tourism demand, significantly shaping how trips are planned and experienced.

Declining Interest in the U.S., Rising Demand for Canada and Asia

Compared with 2024, European travelers’ interest in the United States has declined by 7 percentage points. In contrast, Canada and Asian destinations have gained momentum, with interest rising by 4 and 5 percentage points, respectively—highlighting a shift in global travel preferences.

Authentic Experiences and Sustainable Tourism Strengthen Greece’s Appeal

The study shows that in 2025, travelers prioritize authentic experiences, cultural immersion, and sustainability when choosing destinations. These values closely align with Greece’s recent focus on community-based and environmentally responsible tourism strategies.

Notably, 48% of European travelers say eco-friendly and sustainable practices influence their destination choices. Visitors increasingly prefer supporting local businesses, dining at neighborhood restaurants, and reducing single-use plastics—areas where Greece has developed a competitive advantage.

AI and Digital Tools Are Transforming Travel Planning

Digitalization and AI-powered tools are rapidly reshaping Europe’s travel landscape. The report reveals that 48% of European travelers already use AI platforms such as ChatGPT for itinerary planning, travel inspiration, and destination research.

Gen Z travelers lead AI adoption and are expected in the coming year to:

• Take the highest number of international trips
• Spend the most on overseas travel

Sports Tourism, Cruises, and Group Travel Drive New Growth

Sports tourism is gaining strong momentum. Nearly one in four European travelers plans to travel for the 2026 FIFA World Cup, demonstrating the growing influence of major global sporting events on travel flows.

Additionally, cruise tourism and organized group travel are making a comeback—particularly benefiting Mediterranean destinations:

• 48% of respondents intend to take an ocean cruise within the next two years
  • 33% are considering guided or group tours, with especially strong interest among Gen Z travelers and tourists from Spain and Italy

Greece Strengthens Its Position as a Leading European Travel Destination

Overall, MMGY’s research outlines a modern European traveler who is value-conscious, tech-savvy, and seeking deep cultural connections. These evolving preferences further reinforce Greece’s status as one of Europe’s most attractive tourism destinations, positioning the country for sustained growth in the years ahead.

Cre: Greek Travel Pages