Greece is maintaining its appeal among European travellers beyond the traditional summer holiday season, securing a place among the continent’s 10 most preferred destinations for autumn and winter travel. According to the latest European Travel Commission (ETC) survey, the country shares seventh position with Austria and Portugal, highlighting continued interest in Greek tourism during the cooler months.
The findings offer encouraging prospects for Greece’s tourism industry as more Europeans consider travelling between October 2026 and March 2027. With its historic cities, cultural attractions, Mediterranean landscapes and opportunities for quieter seasonal holidays, Greece is attracting attention from travellers looking beyond conventional summer beach breaks. The latest figures also underline changing travel preferences, with growing interest in less-crowded destinations and experiences outside the peak tourist season.
The results come from the ETC’s Monitoring Sentiment for Intra-European Travel (Wave 26) report, based on a September 2026 survey covering 10 European source markets: Germany, the United Kingdom, France, the Netherlands, Italy, Belgium, Switzerland, Spain, Poland and Austria.
Greece Secures a Place Among Europe’s Favourite Destinations
According to the survey, Greece was selected by 4% of respondents planning their next European trip, placing it seventh alongside Austria and Portugal. France, Spain and Italy lead the rankings with 10% each, followed by Germany at 8% and the United Kingdom at 5%.
Greece also performed well in several important source markets. Among British travellers, the country ranked fourth, with 7% expressing an intention to visit. It achieved the same position among French respondents, attracting 6% of preferences, while Austrian travellers placed Greece fifth, with 4%.
These results highlight the country’s continued recognition among European holidaymakers, particularly in markets with established travel connections to Greece.
European Travel Intentions Strengthen Towards Winter 2027
The ETC survey found that 76% of Europeans intend to take at least one overnight trip between October 2026 and March 2027, representing a three-percentage-point increase compared with the corresponding period last year.
Poland recorded the strongest travel intention at 87%, followed by Spain at 82%. Germany and the Netherlands shared the next position, with 79% each.
December emerged as the most popular travel month, attracting 23% of planned trips, largely due to Christmas celebrations and visits to friends and relatives. However, the report also identifies an interesting shift towards the later winter period. While travel intentions for October and November have weakened, interest in February and March 2027 is increasing.
Southern and Mediterranean Europe continues to dominate regional preferences, attracting 53% of respondents planning to travel, followed by Western Europe at 23%.
For Greece, this changing seasonal distribution presents opportunities to strengthen tourism activity during traditionally quieter months and encourage visitors to experience destinations beyond the busy summer period.
Culture, City Breaks and Lesser-Known Destinations Gain Popularity
Travel preferences are also evolving, with city breaks emerging as the leading holiday choice for the coming months. According to the survey, 19% of respondents favour city breaks, while culture and heritage holidays and sun-and-beach trips each attract 18%.
Another important finding concerns the growing appeal of destinations that remain relatively untouched by mass tourism. Around 44% of respondents prefer locations that are less popular among tourists, marking a four-percentage-point increase year-on-year. A further 10% favour remote or off-the-beaten-track destinations.
This shift could benefit Greece’s lesser-known islands, mountain communities, traditional villages and nature-based tourism offerings. By promoting its cultural heritage, outdoor experiences and regional attractions, the country has opportunities to encourage more balanced visitor distribution and extend its tourism season.
Digital technology is also becoming increasingly important in holiday planning. The ETC report indicates that 40% of Europeans intending to travel use artificial intelligence tools for inspiration, planning or booking. This figure rises to 56% among travellers aged 18–34.
Travel Budgets and Safety Continue to Influence Decisions
Despite strong travel intentions, affordability remains a major consideration for European holidaymakers. The survey found that 37% of respondents identified financial pressures as their leading travel concern, followed by geopolitical instability at 23%.
Approximately 49% of travellers are allocating between €1,001 and €2,500 per person for their upcoming trips. Meanwhile, 55% have yet to make their bookings, suggesting that accommodation prices, transport costs and changing economic conditions could still influence final travel decisions.
Commenting on the findings, ETC CEO Eduardo Santander highlighted the encouraging increase in interest in February and March, alongside the growing preference for destinations away from established tourist routes. He noted that these developments could help reduce tourism congestion while creating fresh opportunities for local businesses in both established and emerging destinations.
For Greece, the latest findings point to an opportunity that extends well beyond its established summer tourism market. Its position among Europe’s preferred autumn and winter destinations reflects continued international interest, while changing traveller expectations create room to promote cultural tourism, nature-based holidays and lesser-known locations. With more Europeans considering travel during the quieter months, Greece could further strengthen its year-round tourism appeal and bring greater economic benefits to destinations and communities across the country.
