The latest study by INSETE reveals travel intentions over the next 12 months from long-haul markets. The USA, Canada, China, India, and Australia contribute about 11% of total inbound tourism revenue to Greece.
Greece’s popularity has significantly increased in the Indian market, surpassing China for the first time. Meanwhile, the country’s ranking remains steady among the top 15 most preferred destinations in Australia, Canada, and the USA.
This data is based on Part II of INSETE’s recent study titled “Profile of Key Markets for Greek Tourism.” It focuses on non-European markets, presenting travel intentions, preferences, and decision-making factors for potential visitors. The study used online surveys by GlobalWebIndex (GWI), conducted from January to February 2025, with a sample of 12,205 people aged 16–64.
Travel Intentions
Lowest travel intention for 2025: USA (57%)
Highest travel intention: India (72.4%)
Canada: 69.5%
Australia: 69.5%
China: 59.5%
India also stands out with the highest percentage (13.8%) of travelers planning five or more trips, compared to 4.2%–9.9% in other countries. The most preferred vacation type among Indians is nature trips, followed by sun and sea, where Greece performs strongly.
Greece’s Position in Country Preferences
Australia: 11th (9.8%)
Canada: 11th (7.9%)
USA: 13th (8.4%)
India: 26th (5.9%)
China: 31st (3.8%)
Despite lower rankings in China and India, Greece has climbed 13 spots in India compared to 2024.
Comparison with Mediterranean Competitors
In all five markets:
France and Italy dominate the top two spots.
Spain usually ranks third, followed closely by Greece in fourth, except in Australia, where Greece ranks third ahead of Spain.
Portugal, Turkey, and Croatia trail further behind.
Spending Intentions
In all five countries, more respondents plan to spend more on travel than less, particularly:
Canada, USA, China: ~18% more intend to spend extra
Australia: 15.7%
India: 14.9%
Willingness to spend per person per night:
USA:
$111–145: 17%
$146–180: 14.5%
Canada:
CAD 86–130: 19.3%
CAD 131–173: 22%
China:
¥451–600: 18.7%
¥601–750: 18.6%
India:
₹1601–2400: 12.6%
₹2401–3200: 13.9%
Australia:
AUD 106–170: 19.6%
AUD 171–235: 25.8%
High-end spending (per person per night):
USA: 25.1% willing to spend over $215
Canada: 12.3% over CAD 265
China: 32.5% over ¥900
India: 38.9% over ₹4800
Australia: 11.6% over AUD 385
Trip Planning and Duration
Compared to last year, there’s a trend toward earlier planning for accommodation, transport, and activities, especially among Chinese and Indian travelers. Canadians tend to plan later.
Most travelers prefer medium (5–7 days) or long (over 7 days) trips:
India: 69.8% plan 5–7-day trips
Increase in longer trips among Americans and Canadians
Decline in short trips (1–4 days) in USA, India, Australia
Increase in short trips in Canada, China
Type of Holidays and Motivation
Top types of holidays include:
Sightseeing
Beach/coastal resorts
City breaks
Visiting family/friends
Walking/hiking
Nature tourism (particularly for Indian and Chinese travelers)
Primary motivation for travel:
Relaxation and enjoyment:
USA: 58.2%
Canada: 62.7%
India: 51%
Australia: 64.7%
Experiencing new places/cultures is second
China reverses this order:
New experiences: 42.3%
Relaxation: 38.8%
Preferred Accommodation
Hotels/motels are the most popular:
India: 66.5%
Australia: 73.5%
China: lower at 48.2%
Followed by:
Staying with friends or relatives
Holiday home rentals
This data highlights Greece’s growing appeal and potential in major non-European markets, especially India, and underscores opportunities for targeted marketing, product development, and strategic positioning in long-haul tourism.
25/07 00:13
Tribute to Manos Loizos in Mistegna, Lesvos
24/07 19:11
Pelion highlights its gastronomy with a series of events in August
24/07 19:03
Jet2.com: New direct flight to Chania from East Midlands in 2026
24/07 18:59
Premia Properties: €40 Million Capital Boost Fuels Strategic Growth in Tourism and Student Housing
24/07 15:10
ECTAA | European Travel Agents Express Concern Over Proposed ETIAS Fee Increase
24/07 15:08
A Midsummer Night's Dream for 1 in 4 Greeks this year's vacations | Focus Βari: Trends
24/07 14:16
INSETE: Long-Haul Markets | Greece Popular in the USA, Canada, China, India, and Australia
24/07 14:13
Alliance for Agritourism: AGROXENIA and the Hellenic-Italian Chamber | Kickoff from Xanthi
24/07 13:21
Heraklion Chamber of Commerce | Letter Regarding G.E.MI. Administrative Fines
24/07 12:39
Athens University of Economics | Empty homes, not Airbnb, are to blame for the housing crisis
24/07 12:36
British ITV broadcasts live from Mykonos
24/07 11:53
Jet2holidays Launches Beach Weddings in Cyprus from 2026
24/07 11:50
Jet2holidays: Free child seats for teenagers up to 17 years old
24/07 11:48
Hot weekend for Brits | 2 million set to go on holiday
24/07 11:44
Drop in Performance for Athens Hotels in June
24/07 11:00
New page for the Crete Hoteliers Association – President Emmanuel Stamatakis
24/07 10:57
CLIA Campaign | Cruising in Greece as a Driver of Growth and Prosperity
24/07 10:55
The National Opera in Kalamata | A new chapter of culture for the Peloponnese
24/07 08:04
One & Only Kea Island: Deal Reached Between Kopelouzos and Kampouridis After Tensions
24/07 07:16
International Recognition for Rethymno: A Leading European Example of a Bioclimatic City
24/07 07:08
Affordable Holidays in Zakynthos | €138 Ferry Cost for a Family, Hotel Offers Available
24/07 06:23
Municipality of Glyfada: 339,000 euro tender for travel services to KAPI members
24/07 06:20
North Macedonia: Travel Flow and Tourism Connectivity with Greece
23/07 22:02
Region of Central Macedonia: Three-Day Event in Kilkis, Pella, and Serres This Fall
23/07 18:51
Booking.com | 9 out of 10 Travelers Excited About Artificial Intelligence
23/07 18:11
Mövenpick Resort Agios Nikolaos Sivota | Mövenpick launches its first resort in Greece
23/07 16:16
Prime Minister Mitsotakis | What the National Plan for Water Scarcity Provides
23/07 15:22
Which Countries Do LGBTQ+ Travelers Feel Safe In? – Insights from ITB Berlin Research
23/07 14:25
New Recycling Units in Mykonos, Paros, and Syros
23/07 13:32
Hyakinthia 2025 | Anogeia Remembers and Honors Manos Hadjidakis
23/07 12:35
Water Becomes a Luxury in the UK
23/07 11:48
Restoration and Enhancement of the Bouleuterion at the Sanctuary of Dodona
23/07 11:45
Loveholidays | UK Regulator Finds Advertising Prices Misleading
23/07 11:39
Thessaloniki and Halkidiki as Educational Tourism Destinations for the Italian Market
23/07 10:54
Club 8 Pool Club: A New Luxury Entertainment Experience in Faliraki by Mitsis Group
23/07 10:51
Archaeological sites in and around the Acropolis closed at noon (until 25/7)
23/07 08:58
Albania | Foreign investment soars, with a focus on real estate
23/07 08:07
How do Greeks see the tourism product | Ministry of Tourism Research
23/07 08:04
Fattal Group: New NYX Hotel in Thessaloniki – €200 Million in Investments
23/07 08:01
Laconian Products Festival: Tastes and experiences in Monemvasia
23/07 07:20
Wake Up at the Dormition of Serres: The 2025 festival that awakens creativity
23/07 07:14
Greek Tourism 2024: Surge in Overnight Stays from Serbia, Turkey, and China
23/07 06:16
Tripadvisor: The Acropolis among the 16 top attractions on the planet
23/07 00:42
easyJet | 2.7 million seats to and from Greece in summer 2026
22/07 22:44
Airport Strikes in Portugal and Italy | Possible Flight Delays and Cancellations
22/07 20:57
The Sanatoriums of Thessaly: From Medical History to Digital and Touristic Development
22/07 18:59
Meeting of the Regional Governor of Crete with the Mayor of Amari
22/07 18:08
Visit of Olga Kefalogianni to Santorini, Sikinos, Folegandros, and Anafi
22/07 18:04
Collector’s Wine “Zorbas”: A Wine Inspired by Kazantzakis and His Hero
22/07 17:19
The Municipality of Pyrgos also on the track of tourism development
22/07 17:16
Samaria Gorge | Closed due to heatwave on Wednesday
22/07 17:13
MAICh | Two Erasmus+ Projects with Italian Educational Institutes
22/07 17:10
EasyJet | 29.1 Million Seats on 161,000 Flights in the 2026 Summer Schedule
22/07 16:22
Employees: Unsubstantiated and Arbitrary Decision to Suspend Operation of GNTO in Spain
22/07 14:28
Thessaly Evros Pass: Application Platform Reopens
22/07 13:39
YouGov | Emirates Named Most Recommended Global Brand for 2025
22/07 13:35
Emirates Group | Major Global Recruitment Campaign – 17,300 New Hires Worldwide
22/07 13:32
WTTC | Germany Becomes World Tourism Champion in 2025
22/07 11:55
STAMA Greece | Strong Reaction to the New €600 Fee per Property for Short-Term Rental Companies
22/07 11:49
Registrations Open for the 10th Santorini Experience 2025
22/07 11:46
GBTA | New Record for Business Travel in 2025
22/07 10:58
A. Fiorentinos: The increase in tourism revenue justifies the GNTO policy
22/07 08:07
Kimolistes: The Heartbeat of Kimolos in the Rhythm of Volunteering and Culture
22/07 08:04
Revival on Stadiou Street: Hotel and Retail Investments Restore Lost Prestige
22/07 08:01
Albania: State-Owned Residences Being Transformed into Luxury Hotels
22/07 07:23
Melodic Bridges in the North Aegean | The Chios Music Festival returns to Chios and Oinousses
22/07 07:20
Municipality of Kythira | Firm Push for Runway Extension at Kythira Airport
22/07 07:09
Municipality of Kassandra | Emergency Measures to Tackle Water Shortages
22/07 06:34
Telegraph: Athens is the ideal destination for… a picnic! Among the 20 best in Europe
22/07 06:31
New video campaign for soft tourism development on the small islands of the South Aegean
22/07 06:29
Greek tourism: 4.35 billion in receipts in the first 5 months
22/07 06:26
Decisions on Hotels | Antiquity Preservation in Athens, Demolition in Naxos, Approvals for Divani Apollon Palace
22/07 01:06
Joint Ministerial Decision: 6 Criteria for Model Integrated Tourism Destinations in Greece
21/07 23:38
FamFun Chania | Fun family holidays in Chania!
21/07 21:47
Agiasos, Differently: A Model Village of Experiential Tourism
21/07 18:43
Everything Changes at the European Borders: New Entry/Exit System (EES) in Effect from October 12
21/07 17:56
The sealing of stores for exceeding public space continues
21/07 17:53
Fraport Greece: Fourth Phase of Works Begins at Regional Airports
21/07 17:13
ELSTAT | Short-Term Rentals: Rental Days More Than Doubled in 2024 Compared to 2019
21/07 16:17
Road Safety Works on the Northern Road Axis of Crete (BOAK)
21/07 15:20
Katikies Cycladic House | Luxury 700 sq.m. Villa in Santorini
21/07 14:23
KLM Flying to Over 160 Destinations This Summer
21/07 14:21
How Destination Information Drives Cruise Passenger Spending
21/07 12:53
Tourism Boom Drives Spaniards Away from Their Beaches | Fears of Social Unrest
21/07 12:26
S. Kafounis: Customs Delays Are Hurting Businesses and Consumers
21/07 11:31
Wizz Air: New Winter Route Between Athens and Warsaw
21/07 11:28
Turkish Tourism | Antalya May Fall Short of 2025 Visitor Target
21/07 10:32
George Hatzimarkos on Mykonos: "They secretly love it and publicly criticize it generously"
21/07 09:35
Tender for the Lease of Plot on Kriezotou Street – Why the LAMPSA Group Has the Edge
21/07 07:48
Municipality of Propontis | Support for the Medical Association of Chalkidiki – Shortages in the Hospital’s Pediatrics
21/07 07:46
Run Or Ride: Running and cycling race in Chios and Oinousses
21/07 07:43
Sani/Ikos: Aggressive Growth Strategy and €1 Billion Investments by 2029
21/07 07:40
Diving Organizing Committee: 190,000 Euro Tender for a Series of Services
21/07 07:38
Albania: Summer tourist season weaker than 2024
21/07 06:50
Ioannina | Airlift base and rules for Vikos Gorge demanded by the Hoteliers’ Association
20/07 21:58
Germany: One in Five Can't Afford a Holiday
20/07 13:00
Italians “Staying Home” for the Holidays
20/07 09:03
Eurocontrol: Record Week of Passenger Traffic at Greek Airports Since 2019
20/07 07:08
Anniversary Meeting of Reserve Commandos in Chios: Strengthening alternative forms of tourism
20/07 06:11
Sky Express: New winter connection Thessaloniki – Düsseldorf
Athens University of Economics | Empty homes, not Airbnb, are to blame for the housing crisis
INSETE: Long-Haul Markets | Greece Popular in the USA, Canada, China, India, and Australia
British ITV broadcasts live from Mykonos
Premia Properties: €40 Million Capital Boost Fuels Strategic Growth in Tourism and Student Housing
Hot weekend for Brits | 2 million set to go on holiday
Pelion highlights its gastronomy with a series of events in August
Drop in Performance for Athens Hotels in June
Jet2holidays Launches Beach Weddings in Cyprus from 2026
ECTAA | European Travel Agents Express Concern Over Proposed ETIAS Fee Increase
Alliance for Agritourism: AGROXENIA and the Hellenic-Italian Chamber | Kickoff from Xanthi
New page for the Crete Hoteliers Association – President Emmanuel Stamatakis
One & Only Kea Island: Deal Reached Between Kopelouzos and Kampouridis After Tensions
Heraklion Chamber of Commerce | Letter Regarding G.E.MI. Administrative Fines
The National Opera in Kalamata | A new chapter of culture for the Peloponnese
Jet2.com: New direct flight to Chania from East Midlands in 2026
Tribute to Manos Loizos in Mistegna, Lesvos
A Midsummer Night's Dream for 1 in 4 Greeks this year's vacations | Focus Βari: Trends
International Recognition for Rethymno: A Leading European Example of a Bioclimatic City
Jet2holidays: Free child seats for teenagers up to 17 years old
CLIA Campaign | Cruising in Greece as a Driver of Growth and Prosperity
North Macedonia: Travel Flow and Tourism Connectivity with Greece
Affordable Holidays in Zakynthos | €138 Ferry Cost for a Family, Hotel Offers Available
Municipality of Glyfada: 339,000 euro tender for travel services to KAPI members
Airport Strikes in Portugal and Italy | Possible Flight Delays and Cancellations
Greek Tourism 2024: Surge in Overnight Stays from Serbia, Turkey, and China
Athens University of Economics | Empty homes, not Airbnb, are to blame for the housing crisis
INSETE: Long-Haul Markets | Greece Popular in the USA, Canada, China, India, and Australia
British ITV broadcasts live from Mykonos
Premia Properties: €40 Million Capital Boost Fuels Strategic Growth in Tourism and Student Housing
Hot weekend for Brits | 2 million set to go on holiday
Pelion highlights its gastronomy with a series of events in August
Drop in Performance for Athens Hotels in June
Jet2holidays Launches Beach Weddings in Cyprus from 2026
ECTAA | European Travel Agents Express Concern Over Proposed ETIAS Fee Increase
Alliance for Agritourism: AGROXENIA and the Hellenic-Italian Chamber | Kickoff from Xanthi
New page for the Crete Hoteliers Association – President Emmanuel Stamatakis
One & Only Kea Island: Deal Reached Between Kopelouzos and Kampouridis After Tensions
Heraklion Chamber of Commerce | Letter Regarding G.E.MI. Administrative Fines
The National Opera in Kalamata | A new chapter of culture for the Peloponnese
Jet2.com: New direct flight to Chania from East Midlands in 2026
Tribute to Manos Loizos in Mistegna, Lesvos
A Midsummer Night's Dream for 1 in 4 Greeks this year's vacations | Focus Βari: Trends
International Recognition for Rethymno: A Leading European Example of a Bioclimatic City
Jet2holidays: Free child seats for teenagers up to 17 years old
CLIA Campaign | Cruising in Greece as a Driver of Growth and Prosperity
North Macedonia: Travel Flow and Tourism Connectivity with Greece
Affordable Holidays in Zakynthos | €138 Ferry Cost for a Family, Hotel Offers Available
Municipality of Glyfada: 339,000 euro tender for travel services to KAPI members
Airport Strikes in Portugal and Italy | Possible Flight Delays and Cancellations
Greek Tourism 2024: Surge in Overnight Stays from Serbia, Turkey, and China
