INSETE: Greece’s Long-Haul Tourism Up — India Leads Gains, US & Australia Steady

• 8 August, 25

Greece is gaining ground among long-haul travellers, with India showing the strongest rise in travel intent, according to new data by INSETE, the research arm of the Greek Tourism Confederation (SETE).

The report highlights how Greece is securing a firm foothold in key non-European markets — notably the United States, Canada, Australia, and increasingly, India — even as global travel preferences evolve.

The study, based on a GlobalWebIndex (GWI) survey of over 12,000 respondents aged 16–64, reveals that 72.4 percent of Indian travellers intend to take a trip abroad in the next 12 months — the highest among the five markets surveyed.

Notably, India ranks Greece as its 26th most preferred destination, up 13 spots from last year and now ahead of China, where Greece sits in 31st position. According to INSETE, Greece’s competitiveness in “nature” and “sun and sea” holidays appears to be driving this momentum.

Stable demand from the US, Australia, and Canada

In more established markets, Greece remains in the top 15 for US (13th), Canadian (11th), and Australian (11th) travellers.

While preference gaps with higher-ranked destinations are often small, Greece consistently trails behind regional competitors such as France, Italy, and Spain — which dominate the top three across all five countries.

However, the outlook remains encouraging, according to the data. In the US, Canada, and Australia, the majority of respondents plan to maintain or increase holiday spending over the coming year, despite inflationary pressures.

INSETE notes that Greece’s appeal is further supported by a notable shift toward longer trips, particularly among Indian, American, and Australian travellers. Medium-length holidays (five to seven days) and longer stays are becoming the norm, while short trips are declining in popularity.

Indian travellers are especially enthusiastic: 13.8 percent plan to take five or more international trips in the next 12 months — the highest percentage across all surveyed markets. They also show a strong interest in early trip planning and are more inclined to spend on premium experiences, with 38.9 percent willing to pay over 47 euros per night for accommodation.

Spending patterns, Trip duration and Accommodation preferences

Hotel stays remain the preferred lodging choice across markets, led by Australia (73.5 percent) and India (66.5 percent), followed by stays with friends/family and vacation rentals.

When asked about motivations for travel, “enjoyment” and “relaxation” were top reasons in most countries, while Chinese respondents placed greater focus on “cultural exploration”. Nature-focused trips were particularly appealing to Indian and Chinese travelers — a trend which, according to INSETE, aligns well with Greece’s diverse tourism offering.

As Greece works to attract higher-spending long-haul visitors and diversify beyond its European base, INSETE says these insights offer a clear signal: long-haul markets, especially India, represent a growth opportunity that is already taking shape.

Cre: news.gtp.gr