Greece ranks third in terms of travel preferences for Germans and Italians, fourth for the British and French, and sixth for the Spanish, according to a GWI Travel survey conducted in January and February 2026.
Our country has the competitive advantage that the majority of European travelers continue to rank seaside vacations highly, a dominant product in our country. On the other hand, in the current environment of geopolitical and economic uncertainty, more than 3 out of 4 travelers from Greece’s key European inbound tourism markets say they are likely to choose closer destinations.
This constitutes a competitive advantage for Mediterranean destinations over long-haul destinations, but a disadvantage for Greece, which is geographically located on the edge of Europe, compared to other destinations such as Spain, Portugal, Italy, or even Croatia, which are more easily accessible by car or train.
The data comes from the latest study by the Institute of the Association of Greek Tourism Enterprises (INSETE) titled “The Profile of Key Markets for Greek Tourism. Part A: European Markets (Germany, France, United Kingdom, Spain, Italy)," and one of the key conclusions is that, especially in the current climate, a differentiated strategy for attracting visitors is required for each market.
The study, conducted in the first two months of 2026 on a sample of ~4,600 people and based on data from GWI Travel, captures the travel behavior of potential visitors to Greece from five major European markets and explores their intentions for travel abroad over the next 12 months, naturally including the critical summer months.
It should be noted that these markets contributed over 46% of Greece’s inbound tourism revenue in 2025, with the German market ranking first in terms of revenue last year, the United Kingdom in second place, France in fourth (the U.S. is in third), Italy in fifth, while Spain is the 19th largest market, though it has shown significant growth in recent years.
Beach vacations, city breaks, and last-minute bookings drive demand
As a general conclusion from the study, the picture from the five European markets for this year is mixed. However, one positive factor is that demand is high for both summer beach vacations and city breaks (the two dominant types of vacations in most markets), which aligns significantly with the Greek tourism product on offer.
The growing interest in nature and hiking also presents an opportunity to differentiate and promote regions that are not yet developed for tourism. Furthermore, the preference for trips of 5–7 days or longer, combined with the intention to maintain or increase spending, favors the maintenance or improvement of revenue per arrival from these markets. Increasing the Average Length of Stay, moreover, is a priority according to a recent study by INSETE.
Another characteristic is the widespread trend toward last-minute bookings, which is more pronounced this year. The “last-minute” trend underscores the need for flexible booking policies, a presence on major platforms, and targeted promotional campaigns in the winter and spring.
The picture by market - The French differ in their travel behavior
By market and in terms of vacation intentions for the next 12 months, as in the previous year, the French differ from other markets across all responses.
France records lower rates—61% compared to 71%–74% in other markets—regarding the intention and planning of overseas vacations over the next 12 months, as well as in terms of the broader preference for overseas vacations.
Similarly, the majority of the markets surveyed plan 1–2 trips (49–58%), with the exception of France, where the percentage is again lower (29%). On the other hand, France has the highest percentage (18%) of “frequent travelers”—that is, those intending to take seven or more trips—compared to 1–3% in other countries, and in fact, 12% state their intention to take 9 or more trips!
In terms of planning time, Germans and Britons plan earlier, while Spaniards and Italians are last-minute travelers. The trend toward even later bookings in 2026 due to conditions of uncertainty compared to 2025 is common across all markets, with implications for booking management.
In terms of geographic commitment and air connectivity, travelers in Germany, France, and Italy rely heavily on cars or trains, favoring closer destinations. The United Kingdom, where the public travels almost exclusively by air (91%), is the market with the greatest freedom of choice regarding destination—a fact that can be strategically leveraged by our country, which lacks this geographical advantage.
Higher spending by Germans and Britons—Price-sensitive Italians and Spaniards
In terms of spending profile and price sensitivity, Germany and the United Kingdom show greater tolerance for higher accommodation and airfare prices. Spain and Italy are clearly more price-sensitive, with lower price ceilings, a critical factor for hotel and airline pricing strategies.
By nationality, more than 4 in 10 (42%) Germans are willing to pay between €86 and €145, while more than 2 in 10 (22%) may spend more than €145 per night on accommodation.
For our country’s second-largest market, the British, 35% are willing to pay 76–125 pounds (88–145 euros*) per night, and 34% are willing to pay more than £150 (€174*) per night.
In the case of France, 22% are willing to pay more than €145 per night, while 24% fall within the range of €86–€115. For Italians, more than 3 in 10 (33%) are willing to pay between €86 and €125, and 13% are willing to pay more than €125 per night for accommodation.
Spaniards show the lowest willingness to spend on flights, while 36% are willing to pay between €86 and €125 and 13% more than €125 per night for accommodation.
* The conversion to euros was based on an exchange rate of 1 British pound (GBP) = 1.158 euros (EUR) on June 3, 2026