Photo source: GNTO
Greece’s rich culture, natural beauty, and renowned gastronomy are the top reasons Swedish retirees choose the country for their holidays, according to a recent survey conducted during the Seniordagen 2025 B2C travel event in Stockholm.
The survey, carried out on the sidelines of the outdoor expo dedicated to Sweden’s senior citizens, revealed that Greek destinations – especially the islands of Crete, Rhodes, the Ionian Islands, the Sporades, and the Northeastern Aegean – are favored by the majority of Swedish retirees. Most respondents had visited Greece more than three times and plan to return again in 2025.
Additionally, the average stay among Swedish seniors in Greece ranges from one to two weeks, reflecting a strong preference for extended, relaxing holidays.
The research was conducted among visitors to the Greek National Tourism Organization’s (GNTO) stand at the event, which was held in a central Stockholm square near the Royal Palace and the Swedish Parliament.
Zagora-Mouresi Tourism Municipal Councilor Aspasia Triantafyllou, Volos Municipality Representative from the Tourism Department Ioanna Boura, Deputy Dead of the GNTO Scandinavia Maria Zevgoula, and the branch’s Head Eftychia-Christina Aivalioti. Photo source: GNTO
Organized annually since 2015, Seniordagen is Sweden’s top travel event tailored exclusively to retirees – commonly referred to as the “Silver Generation.” This year’s expo attracted more than 29,000 visitors, most aged 55 and above.
Representing Greece for the third consecutive year, the GNTO’s Scandinavia branch was joined by the municipalities of Volos, Zagora-Mouresi, and South Pelion as co-exhibitors. Their shared goal was to showcase Greece’s special interest tourism offerings, with a spotlight on the Pelion destination.
In a strategic move to attract a market segment with high spending power, Greece’s presence aimed to tap into Sweden’s 2 million retirees – who hold approximately 70 percent of the country’s disposable income.
Ahead of the event, the GNTO promoted Volos and Pelion through a dedicated travel feature in Det Ljuva Livet (“The Good Life”), a special insert in Sweden’s largest newspaper Aftonbladet, which boasts a circulation of 450,000 and a readership of over 4 million.
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