Greece remains among the top choices for travel in the Mediterranean over the next 12 months, maintaining the strong brand it has built in recent years in the major Western European markets, while further enhancing its image. (Cover Photo: The islands of Koufonisia, Source: visitgreece.gr)
More specifically, Greece ranks 3rd in preference for outbound travel over the next 12 months in the German and Italian markets, 4th in the French and UK markets and 6th in the Spanish market. Compared to 2024, it is particularly encouraging that Greece has moved up by one position in the UK market—which, together with Germany, constitutes one of the two strongest inbound tourism markets in terms of revenue and arrivals for Greek tourism—as well as in the Spanish market, while its ranking remained unchanged in the other markets.
The data come from the latest study (January 2026) by the Institute of the Greek Tourism Confederation (INSETE), titled “Brand Greece: How attractive is Greece as a tourist destination? Comparison with competing Mediterranean destinations”. The first part of the study focuses on key European markets such as Germany, France, the United Kingdom, Spain, and Italy. The research underpinning the study was conducted by GWI in two waves in 2025 (7,402 respondents) and in two waves in 2024, focusing on visitors’ preferences regarding potential travel destinations over the next 12 months, thus including the summer months, which are of critical importance for Greek tourism. The markets examined contribute nearly half (47%–48%) of total inbound tourism revenues, according to official data from the Bank of Greece for the period 2023–2024.
INSETE (Institute of the Greek Tourism Confederation SETE) is a research and strategic planning arm of four partners with intense activity in critical areas of the Greek tourism market: SETE, the main association of Greek tourism businessesas the principal partner, The Hellenic Hoteliers Federation (HHF), The Hellenic Association of Travel & Tourist Agencies (HATTA) and The Confederation of Entrepreneurs of Rented Rooms and Apartments(SETKE). Its mission is to contribute to the promotion and enhancement of the Greek tourism sector through research, data, analysis, and supporting public and private policies.
VisitGreece.gr is the official tourism portal of Greece, operated by the Greek National Tourism Organisation (GNTO). The website serves as the primary digital platform for promoting Greece as a year-round travel destination. It provides comprehensive information on destinations, activities, events, and travel planning, including transportation, visas, and safety tips. VisitGreece.gr also offers inspiration for themed trips, itineraries, and unique experiences, helping international visitors easily explore and plan their stay in Greece. (Source: visitgreece.gr)
Mainland Incredible Destination: Greece is a popular destination not only because of its amazing islands but also because the mainland offers plenty of options for a memorable Mediterranean holiday! Explore unspoilt fishing villages full of tranquil charm, tower towns, and traditional stone built villages or try the exciting city breaks on offer. Visit archaeological sites, learn more about the country’s fascinating culture, travel along the spectacular coastline and enjoy its picture-perfect scenery! (Source: visitgreece.gr)
With regard to the INSETE Study, Greece ranks within the top five in all of them, holding 3rd or 4th place, except for the Spanish market where it ranks 6th. Even in that case, however, Greece has moved up by one position, confirming the strong brand of Greek destinations in major markets. Another factor confirming the positive momentum of Greek tourism is the fact that the difference in preference between Greece and the country ranked one position higher in the UK and Spanish markets is only around 2 percentage points.
Compared to competing countries in 2025:
- German market: Greece ranks 3rd, with Italy and Spain in 1st and 2nd place respectively. Germans state that they would choose Italy for outbound travel over the next 12 months at a rate of 26.8%, Spain at 24.9%, Greece at 19.7%, Austria at 19.0%, and France at 17.9%.
- French market: Greece ranks 4th, with Spain in 1st place, Italy in 2nd, and Portugal in 3rd. For French travelers, Spain records a preference rate of 26.9%, Italy 24.8%, Portugal 15.1%, Greece 12.6%, and so on.
- UK market: Greece, with a preference rate of 19.9%, ranks 4th, with Spain and Italy in 1st and 2nd place respectively, France in 3rd place, and Portugal in 6th place.
- Spanish market: Greece, with a preference rate of 9.5%, ranks 6th, with Italy and France in 1st and 2nd place respectively, followed by Portugal in 3rd place.
- Italian market: Greece, with a preference rate of 16.8%, ranks 3rd, with Spain and France in 1st and 2nd place respectively, and Portugal in 5th place.
The island of Santorini (Source: visitgreece.gr)
The INSETE Study notes that for the Italian and Spanish markets, competing Mediterranean destinations for Greece such as Croatia and Turkey fall outside the top 10. In addition, it should be taken into account that Greece remains high in the preferences of Western Europeans despite its geographical position, which does not favor road access in the same way as in the case of Germany, which borders France and Austria and through them has access to Italy, making road travel easier—and potentially more economical. Similarly, in the case of France, both Italy and Spain share borders with France and therefore benefit from easy road access. This factor underscores that the attractiveness of Greek destinations is based on a strong and recognizable tourism product.
Elías Kikilias, General Director of INSETE, stated to the Athens News Agency: “The Greek tourism brand, having established itself at the highest level of competition in the Mediterranean, has entered a phase of maturity in an environment where competition is competition is structural in nature, not driven by short-term circumstances, with Spain and Italy acting as leading destinations. Strengthening sustainability and resilience, preserving destinations’ identity, and differentiating our tourism product within the framework of a long-term and coherent strategy that coordinates public and private efforts are more imperative than ever”.
TAGS: DESTINATIONS | ECONOMY & DEVELOPMENT | TOURISM
