Home » Greece » Greece Travel News » Greece Outpaces France, Italy, UK, And Germany In Drawing A Surge Of Global Visitors, Becoming A Must-See European Destination
Published on
October 10, 2025
Greece outpaces France, Italy, the UK, and Germany in attracting global visitors, securing its spot among Europe’s top destinations due to its unique blend of rich history, stunning landscapes, and vibrant culture. According to the latest Long-Haul Travel Barometer 3/2025 from the European Travel Commission, Greece has seen a steady rise in popularity, particularly among international travelers from long-haul markets. With a 14% preference share, the country continues to captivate visitors from across the globe, positioning itself as a top choice in Europe despite challenges like rising travel costs and economic uncertainties. Its strategic location, cultural appeal, and well-developed tourism infrastructure make it a prime destination for those seeking authentic European experiences.
Greece’s charm remains undeniable as the country continues to solidify its place as one of Europe’s most desirable travel destinations, particularly for travelers from long-haul markets. According to the Long-Haul Travel Barometer 3/2025, released by the European Travel Commission (ETC), Greece has maintained a prominent standing, ranking eighth out of nearly 40 European countries, including its regional competitor, Turkey. The report highlights Greece’s growing appeal, with a 14% preference share among international tourists from markets such as Australia, Brazil, Canada, China, Japan, South Korea, and the United States—a notable two-point increase from last year.
While Greece trails behind traditional tourism powerhouses like France, Italy, and the United Kingdom, it remains a key player in Europe’s tourism landscape, showcasing consistent growth in its appeal to global travelers. This upward trend speaks to Greece’s enduring magnetism, reflecting not only its classic attractions but also its evolving tourism infrastructure and cultural appeal.
Europe’s Leading Destinations: Greece’s Position and Rising Popularity
The ETC report shows that Greece remains competitive among some of Europe’s top destinations, even as it trails behind countries like France (38%), Italy (32%), the United Kingdom (26%), and Germany (25%). While these countries attract the largest share of international travelers, Greece has managed to edge closer to the top ranks, particularly appealing to those seeking diverse cultural experiences and beautiful Mediterranean landscapes. Spain and Switzerland also saw an increase in their tourism share, with Switzerland growing notably from 12% last year to 18% in 2025, underscoring the appeal of destinations beyond the traditional European giants.
Despite facing stiff competition, Greece’s strong showing in this barometer reflects the country’s increasing relevance in long-haul travel, a category that has been particularly sensitive to global economic shifts. The report points to an overall decline in European travel plans for late 2025, with 38% of respondents indicating intent to visit Europe between September and December, slightly down from 40% in 2024. Yet, Greece’s robust tourism industry appears resilient, demonstrating a steady rise in demand from travelers across the globe.
Key Markets Driving Greece’s Tourism Appeal
When it comes to the source markets driving Greece’s success, China remains the most enthusiastic long-haul market. The report indicates that 69% of Chinese travelers expressed an interest in visiting Europe in 2025, although this figure represents a slight decline from last year’s 83%. Following China, Brazil ranks second, with 46% of Brazilian respondents eager to explore European destinations. Australia is also showing strong interest in Greece, with 37% of Australians planning to travel to Europe, particularly during the off-peak months, when travel offers better value and fewer crowds.
Canada and Japan, on the other hand, show more measured levels of interest, with 35% and 20% of respondents, respectively, planning to travel to Europe. These figures reflect ongoing concerns about rising travel costs and economic instability, factors that have a more pronounced impact on markets like Japan, where the yen’s weakness has increased the cost of international travel.
Economic Concerns: The Cost Barrier to Travel
One of the most significant barriers identified by the ETC report is the rising cost of travel. Economic uncertainty and high travel costs are cited by 49% of respondents as the primary deterrent to travel. The report notes that travelers from emerging markets, particularly Brazil, are most affected, with 67% of Brazilian tourists indicating that high costs are a major barrier. However, despite these financial challenges, Europe continues to be seen as the safest travel destination globally, a factor that remains highly appealing to international visitors. The continent’s reputation for excellent infrastructure (35%) and iconic cultural attractions (38%) bolsters its position as a top tourism choice.
Moreover, the increased popularity of multi-country travel is contributing to Greece’s continued rise. The ETC report highlights that 73% of travelers are now planning to visit more than one European country during their trips, a significant trend that benefits destinations like Greece, which is ideally located for multi-destination itineraries. Chinese travelers, in particular, are leading this trend, planning visits to an average of 5.5 countries, up from 3.8 destinations in 2024. This shift in travel habits reflects the growing desire among tourists to experience multiple cultures and landscapes during their European vacations, with Greece serving as a key stop due to its proximity to other iconic European destinations.
Sustainability and Shorter, More Authentic Travel Experiences
The report also reveals that travelers are increasingly opting for shorter trips, with 20% of respondents planning visits of less than a week. Greece benefits from this trend as well, with its compact size and rich cultural offerings making it an ideal destination for both short stays and longer holidays. Furthermore, 57% of travelers prefer trips lasting between 7 and 14 days, aligning perfectly with Greece’s offerings of both leisurely beach vacations and cultural exploration.
Sustainability has become a growing priority, with 38% of travelers choosing trains and 32% opting for cars instead of flights to reduce their environmental impact. This shift toward more sustainable travel choices is evident across key markets, including the younger, more eco-conscious travelers from Asia, who increasingly seek local and authentic experiences over more commercialized tourism options. This trend is a boon for Greece, where slow travel is becoming increasingly popular. The country’s combination of history, culture, and natural beauty makes it a prime destination for those seeking meaningful, authentic travel experiences.
Cultural, Gastronomic, and Natural Allure: Greece’s Unique Appeal
Greece’s rich history and cultural heritage remain among the primary draws for international tourists. According to the ETC report, 40% of travelers prioritize cultural experiences when planning their trips, followed by gastronomy (35%) and urban tourism (32%). Greece’s exceptional cuisine and thriving food scene are well established, with local specialties such as olive oil, wine, and Mediterranean fare continually attracting culinary tourists. The rise of “slow travel” in Greece—a concept that blends cultural immersion with relaxation—has seen a 4% increase from last year, signaling that visitors increasingly value quality experiences over quantity.
As travelers seek more sustainable and slower-paced travel, Greece stands out as a destination that offers both relaxation and rich cultural engagement. Its numerous UNESCO World Heritage Sites, historical landmarks, and vibrant local traditions ensure that visitors are not just tourists but participants in the living history of the Mediterranean.
Looking Ahead: Greece’s Continued Growth as a Key European Destination
The growing popularity of Greece, alongside emerging destinations in Northern Europe, demonstrates Europe’s ability to diversify its tourism offerings, ensuring the continued viability and sustainability of the sector. In a statement, Miguel Sanz, President of the ETC, emphasized that Europe’s strengths in safety, stability, and world-class tourism infrastructure are key to attracting travelers despite economic challenges. However, he noted that addressing the issue of affordability, especially for younger generations, is crucial to sustaining this growth.
Greece outpaces France, Italy, the UK, and Germany in attracting global visitors, securing its spot among Europe’s top destinations due to its rich history, stunning landscapes, and cultural allure. The country’s growing appeal, highlighted by a 14% preference share, underscores its rising prominence in the global tourism market.
Greece’s blend of historical significance, natural beauty, and cultural vibrancy, coupled with its rising popularity in long-haul markets, positions it to remain one of Europe’s leading travel destinations. As the country continues to evolve its tourism sector, it will undoubtedly remain a key player in attracting global visitors for years to come.
