Tourism: Where will Germans travel in 2025 - Greece's position

Our country remains firmly in the top five preferences of a key travel market for Greek tourism, the German one, this year, with room for further strengthening of tourist flows from a significant percentage that remains undecided, but also with the willingness of Germans to go on vacation defying every obstacle and uncertainty this year, considering vacations an imperative necessity and not a luxury.

For Germans, traveling in 2025 is not just a luxury, but a necessary element of life and an expression of resilience and the need for normality in an increasingly complex world. For many, vacations are not just an opportunity for relaxation, but a conscious escape from the stress of everyday life, an exit from a time of pessimism and negative publicity.

These trends emerge from the 41st analysis of German Tourism presented by the German Foundation for Future Issues, based on a GfK survey of 3,000 people in December 2024 and January 2025.

According to the data presented, Greece accounts for 3.6% of the fixed travel intentions of Germans in Europe (39%) within the next 12 months, for a main holiday trip. Their first choice is, by far, Germany (29%), while at a European level, Spain (8.1%), Italy (5.9%), Turkey (4.5%), Scandinavia (4.3%) and our country are the leading countries.

It is noted that in the 11th month of 2024, Greece welcomed 5.3 million Germans, and the receipts from this market amounted to 3.64 billion euros.

Particularly resilient mood for holidays

Despite global crises and uncertainties, their desire to travel remains uninterrupted and will continue to occupy a stable place in their daily lives in 2025, regardless of economic, geopolitical, and social challenges.

Two-thirds have already planned at least one holiday trip in 2025, an increase of 20% compared to 20 years ago. At the same time, while the number of undecided people remains stable on an annual basis, a clear decrease is recorded in the long term, indicative of their greater determination and prioritization of holidays.

Travel Behavior of Germans in 2025

At the same time, 15% of Germans appear undecided about where to travel. Many of those who want to travel, in other words, continue to plan their holidays based on external factors such as economic stability and global developments, or simply wait to grab the right offer for them.

On the other hand, more than one in three plan and book holidays as early as possible, as they believe that this gives them more control over their trip, but also prolongs the anticipation phase. For many, planning is part of the holiday experience, as it fills them with expectations and makes the trip a mental experience. This means that relaxation does not start on the first day of the holiday, but much earlier, as a source of positive emotions!

Germans with larger budgets tend to book early, as they have greater financial flexibility and can search for offers that suit them. Early bird discounts, exclusive options, and the ability to secure the ideal travel period play a decisive role for them. Older people also tend to plan their holidays in advance, as they prefer stable routines and avoid the stress of preparation.

Shifting interest from Spain to Turkey and Greece

In the last decade, the share of Germans who preferred Spain seems to have been divided among other European destinations such as Turkey, the Scandinavian countries, and Greece.

These changes are indicative of how much travel decisions are influenced by temporary factors such as price developments, publicity in relation to geopolitical data, weather conditions, and the economic situation.

At the same time, German tourists appear open to exploring Europe in many different ways, either rediscovering classic travel destinations or focusing more on new ones that offer relaxation and a variety of experiences.

Characteristics of German tourists in key destinations

In a review of their most popular destinations from 2014 to last year, the following conclusions emerge...

- While Spain (from 14.4% in 2014 to 9.1% in 2023 and 2024) remains the most popular holiday destination for Germans, its current value is noticeably lower than the 2014 level. Italy, on the other hand, has seen little change and maintains a stable position.

- A particularly dynamic picture emerges in Turkey (from 6.7% in 2014 to 4.6% in 2023 and 5.8% in 2024), where tourist demand has fluctuated, but recently has shown a clear upward trend.

-Scandinavia (from 2.4% in 2014 to 4.6% in 2024) managed to maintain the high level of the previous year and now welcomes almost twice as many German holidaymakers as in 2014.

-Greece recorded a clear increase thanks to significantly lower daily spending -as did Austria-, gathering a share of 4% in 2024 compared to 2.7% in 2014 and 2.9% in 2023.

Average stay in Greece 13.7 days

The average duration of holidays in 2024 amounted to about 13 days, slightly exceeding the average of the previous year. In a 20-year range, and with the exception of the pandemic period, the duration of their holidays remains stable.

Destinations that require a flight, such as Spain and Greece, are chosen for longer holidays because travelers want to compensate for the greater complexity of their trip by staying longer in the destination.

For Greece, the average is 13.7 days, with the number of days for Spain reaching 16.2 days, for Turkey and Scandinavia 13.8, and for Italy and Croatia 12.2 and 12 respectively.

Spending in Europe fell in 2024

In terms of spending, the average spend in 2024 in Europe amounted to 1,534 euros, with the average holiday spend more broadly in 2024 amounting to 1,544 euros per person, remaining almost at 2023 levels, but 50% above 2014.

For Greece, the average spend per person in 2024 amounted to 1,701 euros, being at the "most expensive" end of European destinations, after Spain (1,843 euros) and Scandinavia (1,728 euros).

Regarding the average daily spending, for the whole of Europe, it fell from 121 euros to 116 euros. In Greece, the average daily cost last year was 124 euros, with a particularly noticeable drop as a result that can be attributed to an adjustment in demand, changing price structures, and modified spending behavior of travelers.

In Spain and Austria, vacationers also spent about 10% less per day on average. In contrast to this general trend, daily costs increased in Croatia and Turkey.

Adventure and the unknown, the main motivation for vacations

The above change in their preferences and the redirection to more destinations is also explained by the following trend recorded in the report: Only one in 8 Germans prefers familiar travel destinations to discover new ones. For those who prefer familiar destinations, the top needs are stability, reliability, and the need for familiarity and comfort.

However, the majority is not interested in such a thing. Most people have a travel motivation of curiosity and the desire to gain new experiences. For them, an unknown travel destination not only broadens their horizons but also offers them a welcoming escape from everyday life. Women and young people are the ones who are most interested in gaining new experiences on vacation, choosing to experience different cultures up close. On the contrary, men and older people tend to be overcome by nostalgia and prefer familiar destinations and "tried and tested" services.

RELATED TOPICS: Greece, Greek tourism news, Tourism in Greece, Greek islands, Hotels in Greece, Travel to Greece, Greek destinations, Greek travel market, Greek tourism statistics, Greek tourism report