High-End Tourists Flock to Greece During Shoulder Seasons, with Americans Leading New Spending Trends

• 18 June, 25

As global travel demand continues to rebound, Greece’s tourism market is undergoing a structural transformation. According to a recent survey by Visa and global market research firm Ipsos, high-spending tourists from the U.S., France, and the U.K. are increasingly avoiding the traditional peak month of August and instead traveling to Greece during the “shoulder seasons” of May, June, and September. This trend not only extends Greece’s tourism season but also signals a new phase of “diversified and high-quality” development in the high-end tourism market.

Americans Lead with Highest Average Spending of €3,040 per Trip

In 2025, American tourists are set to become the main driver of tourism spending in Greece, with average expenditures reaching €3,040 per trip — accounting for 13% of their annual income. This is significantly higher than that of French (€2,550) and British (€1,900) tourists, and even surpasses the spending levels of local Greek travelers.

• 50% of American tourists plan to increase their travel budgets in 2025
• 21% plan to spend over €18,000 in Greece, showing a strong preference for five-star accommodations and customized services.

Nikos Petrakis, Visa’s Head of Greece, noted: “The U.S. market demonstrates strong purchasing power and a high willingness to spend, offering long-term support for the growth of Greece’s tourism industry.”

Tourists Avoid August Crowds, Embrace Off-Peak Travel

The survey reveals that high-spending tourists from these key markets are choosing to travel during less crowded and more pleasant months:

• British tourists: Prefer May (17%) and June (27%)
• American tourists: Peak travel in July (21%)
• French tourists: Favor September (20%)

This trend is helping shift Greece’s tourism pattern from “short bursts” to “year-round balance” offering a more stable operating cycle for hotels, airlines, and attractions.

Emerging Tools Reshape Travel Planning – ChatGPT Rises as a Key Source

While accommodation platforms and hotel websites remain the primary sources of travel information, AI tools like ChatGPT are rapidly emerging as vital travel-planning assistants. The survey shows:

• 90% of tourists start planning their trips about a month in advance
• AI tools assist with cultural itineraries, festival events, dining recommendations, and more

This shift means that destination marketing must quickly adapt to digital and personalized decision-making patterns, improving searchability and online content quality.

Diverse Motivations – Sun and Culture Equally Important

When it comes to travel motivations, “sun and beach” remains the top draw for Greece (69%), but cultural experiences (65%) are increasingly valued by high-end tourists:

• French tourists: Most interested in cultural heritage sites (72%)
• American tourists: Favor diverse experiences such as music festivals (58%), nightlife (49%), and theme parks (37%)

Half of all visitors plan to stay in Greece for more than eight days, indicating a strong trend toward in-depth travel.

Destination Preferences Differ by Country, but Attica and Islands Remain Central

Tourists from different countries show varying destination preferences, but Attica (Athens) and the Aegean Islands remain the main attractions:

• American tourists: Attica (41%) > South Aegean (31%) > Crete (27%)
• British tourists: Ionian Islands (32%) > South Aegean (27%) > Attica (27%)
• French tourists: Attica (39%) > Crete (35%) > South Aegean (30%)

This data shows that while traditional hotspots remain attractive, non-mainstream islands and cultural cities hold great potential for future development.

Americans More Willing to Pay for Eco-Friendly Options

The survey also shows that sustainability is becoming a key decision factor among high-spending travelers:

• 30% of American tourists are willing to pay 5%-10% more for eco-friendly services
• One-third of respondents consider “green transportation, sustainable dining, and eco-accommodation” as important factors

This suggests that Greece should incorporate more eco-friendly and sustainable tourism solutions when upgrading its tourism infrastructure and services, in order to meet the values of today’s travelers.

High-End Travel Market Reshaping Greece’s Tourism Landscape

Visa announced it will expand its survey coverage in 2025 to include more emerging markets, in order to gain a comprehensive understanding of the structural changes in Greece’s tourism sector. Petrakis emphasized: “We will continue working with the Greek Ministry of Tourism to provide accurate consumer data and drive innovation for tourism transformation.”

Current trends show that high-net-worth tourists, led by Americans, are reshaping Greece’s tourism ecosystem: avoiding peak crowds, seeking personalized experiences, pushing digital transformation, and emphasizing sustainability. Greek tourism businesses that embrace these shifts are well-positioned to stand out in global competition and step into a new era of high-quality growth.

Cre: ekathimerini, news.gtp.gr