Strong demand for travel, despite the economic challenges, will be recorded in 2025 in the main markets that feed Greek tourism, according to the latest study by the Institute of the Association of Greek Tourism Enterprises (INSETE). The study “Market Outlook.
Increased interest in travel despite pressures
The data show an increased willingness to travel both at home and abroad. In most of the markets surveyed, at least half of consumers say they intend to travel within the next 3-6 months.
In particular, the highest interest is recorded in Switzerland and Austria (59%), Italy (57%), Sweden (55%), Denmark and the UK (53%), Belgium, France and the Netherlands (52%) and Germany (51%). The intention to travel is lowest in the US, Israel and Poland (48%) and Romania (50%).
It is noteworthy that in most markets, the preference for the next holiday involves travelling abroad, with the exception of the US, France, Italy, Poland and Romania, where domestic destinations are mainly preferred, possibly due to economic constraints or the existence of equivalent domestic tourism options.
Value for money determines decisions
According to the study, the most important factor influencing destination choice is value for money. Cost and value of the trip remain the top criteria in almost all markets (except Poland), followed by weather conditions and the desire for relaxation.
Cultural experiences, ease of access, special offers, the overall life experience offered by the trip, recommendations from friends and family, and the opportunity for outdoor activities or family amenities also play an important role.
Holidays to seaside destinations are the most popular choice, with preference rates of over 49%, followed by road trips, short trips (staycations), adventure holidays, theme parks and cruises.
Economic challenges in the main markets
The dynamics of tourism in 2025 seem likely to be affected by the slowdown in economic growth in key markets. The European Commission forecasts lower growth rates compared to previous estimates, with the exception of Denmark, which is expected to grow faster. In contrast, Austria is expected to show a contraction.
In the US and the UK, economic activity is expected to slow down due to trade tensions, fiscal constraints and the impact on private consumption. This is exacerbated by the intensifying trade war between the US, China and the EU, with rising tariffs and shaken consumer confidence.
Greece in the Top-5 of summer choices
Despite the economic difficulties, Greece maintains an extremely strong position in the preferences of travellers. According to airline scheduling data for summer 2025 (30 March – 25 October), our country is among the top 5 choices for almost all markets in the Mediterranean basin. The only exception is the USA and Switzerland, where Greece is in sixth place, while in Israel Greece holds the first place with a clear lead over its competitors.
Overall, 28.5 million seats to Greece are planned for the 2025 summer season, an increase of 5.2% compared to the 27.1 million seats in 2024.
The UK remains the largest air market for Greece with 5.7 million seats scheduled (+3.6% year-on-year), followed by Germany with 4.8 million seats (+3.9%). These two markets contributed 33% of Greece’s total tourism receipts in 2024 and appear to be continuing to strengthen their presence.
The picture for 2025, according to the INSETE study, is particularly encouraging for Greek tourism. Despite economic pressures and geopolitical uncertainty, the willingness to travel remains high, Greece is consistently in the top positions of preferences and airline seats are on the rise. The challenge for the industry is to capitalise on this momentum, offering quality products at a competitive price and remaining attractive in an ever-changing environment.
