Photo source: Visit Greece
Greece remains one of the most appealing destinations for Europeans planning to travel this summer, ranking fourth in the latest European Travel Commission (ETC) sentiment study.
According to the ETC’s “Monitoring Sentiment for Intra-European Travel” Wave 22 report, released on Wednesday, 6 percent of respondents chose Greece as their preferred destination between June and November 2025.
The findings are based on data collected in May-June 2025 from some 4,715 respondents in 10 key European markets – Germany, the United Kingdom, France, the Netherlands, Italy, Belgium, Switzerland, Spain, Poland, and Austria – focusing on travel plans between June and November 2025.
As the Mediterranean remains the most sought-after region this season, Greece holds its ground behind Spain (13 percent), Italy (10 percent), and France (8 percent), all of which lead in intra-European travel intent. The findings underscore continued demand for Greek destinations even amid wider shifts in traveler preferences.
Several key European markets revealed notable levels of interest in visiting Greece, according to the ETC’s report:
– 9 percent of travelers from Poland plan to visit Greece during June-November.
– 8 percent of UK travelers have Greece on their bucket lists.
– 7 percent of travelers from the Netherlands list Greece among their top five European destinations.
– 6 percent of travelers from Austria, Belgium, France and Germany are also considering Greece for their next getaway.
– 5 percent of Italian travelers said they plan to visit Greece.
Greece ranks high with first-time visitors
Notably, the study reveals that Greece is drawing a high share of newcomers, with 20 percent of respondents planning to visit the country for the first time. This places Greece among the top destinations for first-time visitors, just behind Germany (24 percent) and ahead of Croatia (23 percent) and Portugal (22 percent).
The data suggests that Greece’s appeal is expanding to new audiences — a trend that could reflect the growing popularity of lesser-known islands and inland destinations beyond the traditional tourism hotspots.
At the same time, 16 percent of respondents said they intend to revisit Greece, while 60 percent had previously traveled to the country but were not planning to do so this summer. This visitor mix reflects both loyalty and untapped potential, particularly as Europeans increasingly seek quieter, more authentic travel experiences.
Quieter travel and off-peak trends shape summer plans
The ETC report confirms that travel remains a high priority for Europeans, with 77 percent planning at least one trip through November.
Of those, 65 percent will travel cross-border within Europe — a 6.5 percent increase year-on-year — while 55 percent are actively looking to spend their holidays in less popular or off-the-beaten-path destinations.
September is also gaining popularity as a travel month, chosen by 22 percent of respondents.
“Europeans are not willing to compromise on travel, and they increasingly prefer quieter destinations and trips outside peak seasons,” said ETC President Miguel Sanz, highlighting that travelers are adjusting their habits. “Destinations should take advantage of this trend by promoting less crowded, off-the-beaten-track experiences.”
Budgets hold steady as travel remains a priority
Despite economic pressures, 62 percent of Europeans plan to keep their travel budgets steady, while 22 percent expect to spend more.
Accommodation and gastronomy remain top spending priorities, particularly for older travelers, while younger tourists show greater interest in activities and lifestyle upgrades.
With strong inbound interest and rising numbers of first-time visitors, Greece is set to benefit from both short-term momentum and longer-term diversification — especially as the demand for value, authenticity, and off-peak travel continues to shape European tourism.
Established in 1948, the ETC represents the national tourism organizations of Europe. The ETC first initiated its “Wave” research reports in September 2020.
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