Kelambu Beach, Malaysia. Photo source: Malaysia Tourism Website
Greece is rapidly emerging as a key European source market for travel to Asia, with Greek travelers seeking to explore new destinations during the peak summer months.
According to the “Europe to Asia Summer Travel Trends” survey conducted by the digital travel platform Agoda, 23 percent of Greek travelers are currently searching for Asian destinations, signaling a notable increase in interest.
This surge places Greece among the top trending origin markets in Europe, alongside Turkey (21 percent) and Poland (17 percent), reflecting a growing appetite for long-haul travel beyond the continent.
While countries like the United Kingdom, France, Germany, Spain, and the Netherlands continue to lead in overall search volumes, Greece’s accelerating momentum marks a significant shift in outbound travel trends from Southern Europe toward Asia.
Top searched destinations
Bangkok. Thailand. Photo source: Amazing Thailand
Thailand remains the most searched Asian market by European travelers for the second consecutive year. Following closely are Indonesia, Japan, and Malaysia, with Vietnam making its debut in the top five.
Among the top destinations, Malaysia saw the largest rise in interest, with a 20 percent increase in searches compared to last year. China, benefiting from visa waivers that have been introduced for several European markets, recorded a 14 percent rise, while Sri Lanka experienced a 13 percent uptick.
“This shift highlights a growing curiosity among European travelers to explore Asia’s diverse cultures, stunning landscapes, and hidden gems during their summer adventures,” said Andrew Smith, Senior Vice President, Supply, at Agoda.
When it comes to specific destinations, Bali in Indonesia leads the pack, followed by Bangkok and Koh Samui in Thailand. Notably, Koh Samui has replaced Tokyo in the top three, a twist experts attribute to HBO’s “The White Lotus”, TV show which showcased the island’s charm.
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