Greek destinations are a mainstay in the major European tourism markets.
Greece remains, as it did last year, in the same ranking position of preferred destinations for Germans and French travelers, in 3rd and 4th place respectively, while in the case of the British it is also among the top 5, specifically in 5th place, having however slipped by two positions. These three countries, according to official data from the Bank of Greece, contributed 42% of the total receipts of inbound tourism to Greece in 2023.
These figures arise from the latest study 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». In this first part of the study, Germany, France, the United Kingdom as well as Spain are examined.
The study is based on research conducted by GWI in two waves in 2024 and in two waves in 2023, focusing on visitors preferences regarding potential destinations over the next 12 months, thereby encompassing the summer months that are of critical importance for Greek tourism.
The top 5 destinations by market
In more detail by market, the top 5 countries the markets under study are considering visiting abroad over the next 12 months are:
- For Germans: Italy (29,1%), Spain (28,5%), Greece (20,3%), Austria (18,4%), France (17,4%). It should be noted that Italy, France and Austria border Germany and are therefore favored by easy road access.
- For the French: Spain (31,4%), Italy (21,6%), Portugal (16,6%), Greece (12,9%), UK (11,8%). It should be noted that Italy and Spain border France and are therefore favored by easy road access.
- For the United Kingdom: Spain (34,1%), Italy (22,2%), France (20,0%), USA (19,8%), Greece (19%).
- For Spaniards: Italy (29,7%), France (23,8%), Portugal (20,6%), UK (15,0%), USA (11,8%). It should be noted that Portugal and France border Spain and are therefore favored by easy road access.
