Greece has seen one of the largest increases in international arrivals in Europe compared to 2019. It also seems to be benefiting from the new trends shaped by climate change and technology, while it is also competitive in terms of pricing compared to its older competitors, such as Turkey. In fact, a large portion of German travelers, for example, now choose Greece instead of Turkey.
These are some of the findings of the European Travel Commission (ETC) quarterly report “European Tourism: Trends & Prospects.” Greece’s performance is indeed at the top of the relevant ranking. By mid-2025, international arrivals in Greece had increased by 22.4% compared to 14.9% in Spain, 20.4% in Portugal and 13.5% in Italy. The only European countries showing a greater increase than Greece are two small markets, Serbia and Malta, with 30.3% and 45% respectively.
But how do Europeans and the overseas markets of North America and Asia, which are increasingly channeling a greater number of travelers to Europe, now choose a destination for their trips? Weather phenomena and “capacity constraints,” as the ETC characteristically refers to overtourism in specific destinations and specific periods of the year, once again affected many travelers this summer and starred in online discussions about traveling to Europe.
Online discussions mainly on social media, as they are recorded and analyzed by specialized companies, are one of the most reliable ways of ascertaining the image of each destination.
The report’s findings show that many travelers are now rethinking when they travel: 28% of eight key traveler source markets plan to move their trips to different months in the next two years, primarily to avoid crowds, save money and escape extreme heat.
Travelers are increasingly using digital tools to make smarter choices. Adoption of artificial intelligence in travel planning has nearly doubled, rising from 10% last year to 18% in 2025, led by Gen-Z and Millennials.
Travelers are increasingly using AI to find better deals and plan trips away from peak months and crowded locations. Usage is highest in China (40%), followed by the US (27%), showing how digital habits vary across markets.