Short-term rentals in Greece could benefit from the growing trend towards a longer tourism season, as the first findings of the Greek National Tourism Organisation’s (GNTO) rolling market survey point to strong demand from European travellers beyond the peak summer months. September emerges as the most popular month for planned trips to Greece, while a significant share of travellers is planning visits between September and November 2026.
According to the first findings of GNTO’s new rolling market survey across ten European markets, 29% of European travellers say they intend to visit Greece by May 2027, placing the country third among the most popular Mediterranean destinations.
The timing of expected demand is particularly noteworthy. Some 35% of those planning a trip to Greece expect to travel between September and November 2026, while September is the most popular month, selected by 23% of travellers.
Shoulder season moves into focus
The findings add momentum to efforts to extend Greece’s tourism season, a longstanding priority for the country’s tourism industry. For the short-term rental market, stronger demand outside July and August could provide an opportunity for property owners and managers to extend their operating season and reduce their dependence on peak summer demand.
September and October have already become increasingly important months for short-term rentals, particularly in destinations that combine favourable weather with cultural activities, outdoor experiences and city-break opportunities.
At the same time, a shift in demand towards the shoulder season could benefit destinations that are less dependent on the traditional sun-and-sea model and can attract visitors through a broader range of experiences.
Repeat visitors remain strong, while Greece attracts new travellers
The survey also highlights the strength of Greece’s repeat-visitor base. Among those planning to travel to Greece by May 2027, 58% have already visited the country, while 42% are planning their first trip to Greece.
Maintaining strong links with repeat visitors while attracting new audiences is an important factor for sustained demand across the accommodation market, including short-term rentals, as flexibility and the overall accommodation experience increasingly influence travellers’ choices.
Experiences score highly, but value for money remains a challenge
European travellers have a particularly positive perception of Greece in terms of the variety of experiences it offers, which scores 83%. The friendliness and hospitality of local residents also receive a high rating, at 82%, followed by safety at 77% and the quality of tourism infrastructure at 75%.
However, the perception of value for money is comparatively weaker, with 67% of respondents giving a positive assessment. This is one of the areas that the tourism market will need to monitor, as price competitiveness increasingly influences travel decisions across all accommodation categories, including hotels and short-term rentals.
Romania leads travel intentions
Romania records the highest intention to visit Greece, at 45%, followed by Italy at 38% and Sweden at 37%.
The first wave of EOT’s survey was conducted online from June 10 to 22, 2026, among 7,896 travellers aged 18 to 64. Participants came from the United Kingdom, Austria, France, Germany, Italy, Spain, the Netherlands, Poland, Sweden and Romania.
The survey includes people who have taken at least one international trip during the past two years and/or intend to travel abroad during the next 12 months.
The full findings from the first wave are expected to be presented in September.
GNTO is conducting the rolling market survey in cooperation with tourism marketing strategy company Mindhaus. The research consists of three consecutive measurement waves and will run for a total of 18 months, concluding at the end of 2027.
