Greece is quickly emerging as one of the world’s most sought-after long-haul travel destinations, with a significant uptick in demand from key markets including India, the United States, Canada, and Australia. According to a recent report by INSETE—the research and development arm of the Greek Tourism Confederation (SETE)—Greece is witnessing a strategic shift as tourism interest expands beyond its traditional European base.
India Tops Global Travel Intent, Driving Greece’s Tourism Strategy
The most notable development comes from India. A global survey by GlobalWebIndex (GWI), which polled over 12,000 internet users planning to travel internationally within the next year, revealed that 72.4% of Indian respondents expressed strong intent to travel abroad—more than any other country surveyed. This makes India the leading long-haul growth market for Greece, positioning it as a priority within Greece’s national tourism marketing strategies.
Indian travelers are now placing Greece 26th on their preferred global destination list—a jump of 13 places from the previous year—surpassing even traditionally favored destinations like China. This rapid rise reflects a growing appreciation for Greece’s multifaceted appeal among Indian audiences seeking a blend of relaxation, culture, and immersive experiences.
U.S., Canada, and Australia Maintain Strong Demand
While India leads the surge, Greece continues to enjoy a robust presence in major developed outbound markets. In the United States, Greece ranks as the 13th most desired holiday destination, while Canadian and Australian travelers place it at 11th. These rankings demonstrate Greece’s resilience in maintaining its relevance among affluent, experience-driven long-haul tourists.
Crucially, Greece’s appeal is undeterred by global economic uncertainties such as inflation. The INSETE study highlights that travelers from these long-haul markets are still willing to spend as much—or even more—on Greek holidays, showcasing the country’s enduring premium value.
Visitors Spending More and Staying Longer
One of the most encouraging trends for Greek tourism authorities is the shift toward medium to long-stay holidays. Tourists from India, the U.S., and Australia are increasingly choosing vacations that last five to seven days or longer. This extended duration not only allows deeper cultural engagement but also brings increased economic benefits to local communities and hospitality providers.
The data reveals that 13.8% of Indian respondents intend to take five or more international trips over the next year—more than any other nationality surveyed. Furthermore, 38.9% of Indian travelers are willing to spend more than €47 per night on accommodation, reinforcing Greece’s positioning as a desirable luxury destination for this market.
Accommodation Preferences Reflect Global Travel Norms
Hotels remain the accommodation of choice, particularly among Australians (73.5%) and Indians (66.5%), according to the survey. Other lodging preferences include vacation rentals and stays with friends or family—reflecting a diversified yet complementary accommodation landscape that can accommodate both mainstream and alternative travel styles.
These findings offer Greek tourism stakeholders critical insight into how to position products and experiences, with a focus on upscale hotel offerings, family-friendly options, and curated boutique stays that highlight local charm.
Cultural and Nature-Based Tourism: A Winning Combination
Across all surveyed markets, leisure and relaxation remain the primary travel motivators. However, cultural exploration and nature-based travel are especially important for Indian and Chinese tourists. This aligns seamlessly with Greece’s offerings, which range from ancient ruins and archaeological wonders to mountainous trails and unspoiled beaches.
For Chinese travelers in particular, cultural discovery topped the list of travel motivations. This creates a timely opportunity for Greece to develop stronger heritage-based narratives and storytelling initiatives—an area that the Greek Ministry of Culture and Greek National Tourism Organisation (GNTO) are actively working on through digital museum tours, archaeological park enhancements, and UNESCO site promotions.
Greek Airports and Infrastructure Ready for the Influx
This shift in long-haul market dynamics comes as Greece’s airport infrastructure sees record traffic. According to Hellenic Civil Aviation Authority (HCAA) statistics, 2025 has so far seen a consistent increase in international arrivals, with key airports in Athens, Thessaloniki, and Crete reporting double-digit growth in passenger numbers.
The recent upgrades at Athens International Airport, along with expanded seasonal routes to island destinations like Santorini and Rhodes, have ensured Greece is well-prepared to accommodate this rising demand from Asia-Pacific and North America.
A Strategic Crossroads for Greek Tourism
Greece’s expanding footprint in long-haul markets signifies a milestone for a nation whose tourism economy once relied almost exclusively on nearby European nations. With India now showing the highest global travel intent and the U.S., Canada, and Australia continuing to deliver steady, high-spending visitors, Greece is strategically positioned to lead in global tourism diversification.
From honeymooners wandering the alleys of Santorini to history lovers tracing the footsteps of philosophers in Athens, the country offers year-round, multi-market appeal. With proper strategic marketing, targeted investment in cultural storytelling, and enhanced visitor experiences, Greece is ready to redefine itself not just as a Mediterranean favorite—but as a global tourism powerhouse.
