ATHENS – [ANA-MPA] [Photo: VisitGreece.Gr]
Greece ranks 3rd among preferred foreign travel destinations for Germans and Italians, 4th for British and French travelers, and 6th for Spaniards in terms of intentions to travel abroad this year, according to a GWI Travel survey conducted in January and February 2026.
According to a related announcement by the Institute of the Association of Greek Tourism Enterprises (INSETE), Greece enjoys a competitive advantage because the majority of European travelers continue to place a high value on seaside holidays, which remain the country’s dominant tourism product. On the other hand, amid a climate of geopolitical and economic uncertainty, more than three out of four travelers from Greece’s key European inbound tourism markets say they are likely to choose destinations closer to home. While this benefits Mediterranean destinations compared with long-haul destinations, it puts Greece at a disadvantage because of its location on the southeastern edge of Europe, compared with destinations such as Spain, Portugal, Italy, or even Croatia, which are more easily accessible by car or train.
The findings come from the latest study by INSETE titled “The Profile of Key Markets for Greek Tourism. Part A: European Markets (Germany, France, United Kingdom, Spain, Italy)”. One of the study’s main conclusions is that, particularly under current circumstances, a differentiated visitor-attraction strategy is required for each market.
The study, conducted during the first two months of 2026 on a sample of approximately 4,600 respondents and based on GWI Travel data, examines the travel behavior of potential visitors to Greece from five major European markets. It also explores their intentions to travel abroad over the next 12 months, including the crucial summer season.
These five markets accounted for more than 46% of Greece’s inbound tourism revenue in 2025. Germany ranked first in tourism revenue generated for Greece last year, followed by the United Kingdom in second place. France ranked fourth (with the United States in third place), Italy fifth, while Spain was the 19th-largest source market, although it has shown significant growth in recent years.
