ATHENS – [ANA- MPA]
Greece is holding fast to its position as one of the top travel destinations in 2026 according to the Travel Trends 2026 survey conducted by Visa, in collaboration with Ipsos and Payment Innovation Hub, among travelers who intend to visit Greece this year in the United States, United Kingdom, France and Germany.
According to Visa’s General Manager for Greece, Cyprus, Malta and Israel, Sevi Vassileva, Greece is one of the most resilient and attractive European destinations, with high rates of repeat visits and stable demand from key markets, indicative of the quality of the experiences it offers. It also appears to exhibit evolving travel behavior that is affected by digital payments and AI.
“At Visa, we observe that travelers’ evolving expectations – from seamless digital payments to more meaningful and sustainable experiences – are shaping a new travel landscape. Through our secure and innovative solutions, we facilitate interaction between travelers and businesses, helping destinations such as Greece offer more comprehensive and higher-quality experiences at every stage of the journey, while also supporting the continued growth of the tourism ecosystem,” she said.
Greece continues to attract a high rate of repeat visits, with 55% of tourists who plan to visit Greece in 2026 having also visited before. The chief reason for visiting are a seaside holiday (74%), where rates are highest among British and German tourists, followed by visits to cultural sites (60%), most popular with the French (72%). Visitors from North America want a rounded experience that combines sea, culture, shopping and night life.
Attica, Crete, the South Aegean islands and the Ionian islands remain the most popular destinations, with Americans have Attica as their top preference whereas Europeans prefer the islands, with Britons tending to prefer the Ionian islands, while the French and Germans most prefer Crete.
Travel to Greece remains concentrated in the months of the European summer, from May until September, with the Germans and British preferring September and French preferring June, while Americans arrive throughout the summer.
Roughly half of visitors choose short stays of up to seven days, with Germans more likely to opt for extended holidays, while four in 10 visitors combined a visit to Greece with visits to Italy or Spain. Almost seven in 10 visitors organise their trip at least two months in advance, with AI tools gaining ground over traditional booking platforms in the planning of holidays, chiefly as a means of saving time and creative inspiration, with 14% of travelers and 30% of Americans using AI.
What Travelers Spend
Despite global economic pressures, travel budgets remain resilient: 69% of travelers intend to maintain their current spending levels, 19% plan to increase them, and only 13% expect to reduce their spending.
On average, travelers allocate 11% of their annual income to travel in Greece, typically covering expenses for two people, while the highest spending levels are recorded among visitors from the United States and Germany. Specifically, estimated spending by country of origin is as follows:
United States: 3,080 euros per person (14% of income)
Germany: 2,168 euros per person (10% of income)
United Kingdom: 1,900 euros per person (10% of income)
France: 1,770 euros per person (10% of income)
At the same time, demand for luxury tourism is driven primarily by American travelers.
Payment behavior abroad largely reflects habits in travelers’ home countries, with 45% expecting to pay in Greece in the same way they do at home. Digital payments are the preferred method, led by French travelers (76%), who choose cards or mobile wallets, followed by travelers from the United States (69%) and the United Kingdom (68%).
Even in markets where cash has traditionally dominated, such as Germany, card usage remains notably high (56%), underscoring the widespread adoption of digital payments. Although four in 10 travelers expect to use more cash than they do in their home country for small everyday purchases, cards and digital payments continue to be the preferred option for higher-value transactions, confirming the ongoing shift toward digital payments.
“In some of Europe’s most popular destinations, from Italy and Spain to Greece, we see travelers with clear expectations: beautiful experiences and payments that work seamlessly,” said Bea Larregle, SVP and Group Country Manager Southern Europe at Visa. “Digital payments have evolved into a subtle yet essential part of how people travel and spend. By connecting travelers with millions of businesses through secure digital payments, Visa helps European destinations turn these expectations into a smoother and more reliable on-the-ground experience.”
Finally, eco-tourism is becoming increasingly important, particularly among American visitors, with nearly seven in 10 willing to pay up to 10% more for more sustainable options. Overall, 34% of visitors say they are willing to pay an additional 1%–5% for services that support sustainability.
