The X-ray of Corfu's 5 main tourist markets

The municipality of Central Corfu and Diapontia Islands aims to further strengthen Corfu's position as a tourist destination in its main markets.

In particular, the municipality is launching actions, among others, to attract a greater number of visitors from the markets of Britain, Germany, Italy, Poland, and France. At the same time, it aims to develop new markets for the island of Phaeacians.

In detail, the 5 main markets of Corfu are as follows:

5-star hotels are preferred by Britain's GenZ

Britain is the main market for Corfu's tourism economy. According to ABTA, the British public is showing a growing interest in staying in 5-star hotels (35% in 2024 compared to 30% in 2023), with GenZ, those born between 1997-2012, standing out with 47% in 2024 compared to 37% in 2023.

It should also be noted that over a fifth (22%) of Britain's GenZ intend or expect to spend more money in 2025 than in 2024, while the corresponding figures are 14% for Millennials, born between 1981 - 1996, 11% for Boomers who were born between 1946 - 1964 and 8% for GenX, the generation born between 1965- 1980. Also according to the same source, 44% of Britons travel with their partner (up from 40% in 2023), with the trend increasing in the 25-34 age group (up from 29% to 41%) and 35-44 (up from 27% to 34%).

At the same time, there is a trend towards family holidays (up from 21% to 29%). Finally, when it comes to the source of inspiration for a holiday destination, 27% of Britons draw inspiration from brochures (30% for the older Boomers and SilentGen generations), while the use of AI is still low (10% for GenZ, 7% for Millennials, 2% for GenX and less than 1% for Boomers).

Brits' travel habits, according to ABTA

The 45-54 age group of Britons are traveling abroad more than last year (up from 47% to 57%), as are the 35-44 group (up from 55% to 60%), while the over-65 and 18-24 groups saw a decrease (down by 3% and 6% respectively). 48% preferred Sea and Sun holidays, 43% went on city breaks, 40% traveled to the countryside, mountains, and lake regions, 7% went on wellness holidays, 12% on adventure holidays, and 12% on cruises. In terms of accommodation, 37% chose Bed and Breakfast, 35% room only and 32% all-inclusive.

Most Germans book holidays online

Germany is the second most dynamic market for the tourism economy of Corfu. According to the German National Tourist Board (GNTB), in 2024, Germany’s tourism traffic (inbound and outbound) was largely determined by the major UEFA European Championship event, which was accompanied by more than 300 off-site events. Although the percentage of Germans traveling increased marginally, the total number of trips decreased over the year, and at the same time, the percentage of trips by Germans within their country increased. 51.3% of Germans book their holidays online, 37.2% in person at travel agencies, while reservations by phone and email amount to 13.7% for each method.

This demonstrates the importance of e-marketing, both of destinations and of services and products for the German tourism market. The purchasing trends of Germans are influenced by the economic situation. By the beginning of 2024, approximately 30% of the public expected their finances to deteriorate and there are reasonable estimates that this percentage may have increased over time, especially since the relevant trend has been in place since 2020, and is increasing. The combination of pessimism about the German economy, combined with the measures of the Greek government that are expected to further increase the costs of accommodation and cruises, is causing concern in the market for a possible decline in demand from Germany.

In terms of travel motivations, leisure holidays (escape from routine, relaxation, fun, rest, sun, and heat) remain at the top with each subcategory accounting for more than 64%. Also significant are the percentages of rewarding oneself (59%), enjoying nature (56%) and spending time with family (52%). In recent years, the growing trends among the German public have been nature, culture, discovery, fun, and wellness.

Italians are interested in culture

Italy is the third most important source of visitors to Corfu. According to ETC, the main trends of the Italian tourist audience are cultural and heritage tourism (41%), nature and outdoor activities (10%), and sun and sea holidays (8%). 41% of Italians travel with their partner, 34% with family members, and 7% alone (solo). 51% intend to stay at the destination for 4-6 nights, 224% for more than 7, while 25% only stay up to three nights.

Based on the above data, the communication approach of the French public should focus on the local tangible and intangible cultural heritage in combination with the special cultural ties with Italy, and the outdoor activities that Corfu offers.

The strengthening of the Polish economy attracts travel

The Polish market has been one of the main pools of visitors for Corfu for years, with increasing importance, especially based on the estimates of the course of the Polish economy.

According to ETC, the main trends of the Polish tourist audience are citybreak (19%), cultural and cultural tourism (16%), and sun and sea holidays (14%). 37% of Poles travel with family members, 28% with their partner, and 11% travel alone. 39% intend to stay in the destination for 4-6 nights, and 46% for more than 7.

Based on the above data, the communication approach of the French public should focus on the Old Town of Corfu and the local tangible and intangible cultural heritage.

Couples trips are preferred by the French

France is the fifth largest market for Corfu tourism. According to ETC, the main trends of the French tourist public are cultural and cultural tourism (24%), nature and outdoor activities (18%), and sun and sea holidays (14%). Greece is the fourth most popular destination, which is a very good performance, especially considering that in general, the French prefer to travel to neighboring countries (39%) or to France itself (29%), compared to non-neighboring countries (19%). 35% of French people travel with their partner, 34% with family members, and 10% travel alone. 44% plan to stay at the destination for 4-6 nights, and 43% for more than 7.

Based on the above data, the communication approach to the French public should focus on the local tangible and intangible cultural heritage and the outdoor activities that Corfu offers.

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