Tourism: The American market for Greece continues to grow in 2025

Greece remains a strong destination for US travelers in 2025, as Americans' travel intentions for the next 12 months show signs of further strengthening tourism flows to our country, driven to new records by the strong dollar.

The favorable exchange rate of the dollar against the euro and increased direct air connections to the other side of the Atlantic led to increased momentum from the American market in 2025, which last year generated revenues of 1.58 billion euros, up 15% from 2023, and 10% more travelers (1.54 million).

As shown by the most recent INSETE study on the attractiveness of Greece as a travel destination for long-haul markets for the next 12 months (based on a GWI survey), our country is the 13th most popular destination for Americans (8.5% share) and the 4th most sought-after in relation to competition in the Mediterranean, after Italy, France, and Spain.

Compared to 2023, Greece managed to move up one spot in the ranking of the 15 most popular foreign destinations in the US in 2024 (for 2025), as did Spain, Italy, and France, but Portugal moved up 3 spots in their travel intentions while Croatia fell 5 spots compared to 2023.

It is worth noting that the difference in preferences, from the US market, between Greece and the countries that are one or two places ahead (Japan, Germany) is in the order of 1 percentage point.

Compared to competing countries (Spain, Italy, France, Portugal, Croatia), Greece, from 13th place, is the fourth most popular choice of American travelers, after Italy in 4th place, France in 7th place, and Spain in 9th place.

Italy is the next choice for Americans who choose Greece

Those who choose Greece tend to be interested in Italy as well, indicative of the profile of Americans who want to vacation in our country, who are usually interested in traveling to classic European destinations with rich history, culture, and gastronomy.

Specifically, of the Americans who responded that they are interested in Greece within the next 12 months, most stated that they also want to visit Italy (67.4%), occupying by far the first place in their preferences among other destinations abroad. This is followed by France (44.1%), Spain (43.9%), the UK (36.7%), Mexico (32%), Germany (31%), the Bahamas (29.9%), Switzerland (29.5%), Ireland (27%) and Canada (25.3%).

Compared to 2023, there is a slight decline in preferences for travel to France and a slight increase in Italy and Spain, without changing the top 3, however.

Competition from Spain and Portugal is increasing

At the same time, Greece is competing with Spain and Portugal in the pursuit of American visitors, with these countries competing for travel audiences from the US with the same characteristics, especially those planning trips to the Mediterranean.

The INSETE study shows that, regarding how the preferences of those who expressed their intention to travel to Spain in the next 12 months are formed, the share of choices for Greece has increased compared to 2023. For them, Greece is in 4th place among the most sought-after destinations, with a share of 35% compared to a share of 33.5% in 2023.

A drop is recorded among those choosing Italy, France, and the United Kingdom. In the first places, both in 2023 and 2024, are Italy, France, the United Kingdo,m and Greece.

For those choosing Portugal, there is a spectacular increase in preferences for Greece, which is in 4th place with a share of 39.5%, compared to the 7th place it held in 2023. The first choices of countries are Italy, Spain and France.

On the other hand, Americans who choose Italy and France show a decrease in preference for Greece. For Americans interested in traveling to Italy, there is a decrease in interest in Greece, but our country remains consistently in 4th place of their choices for both years, with a share of 33.3% in 2023 and 32.8% in 2024. The first choices of those who choose Italy are: France, Spain, the United Kingdom, and Greece.

Compared to 2023 and with France as the first choice, there is a decrease in the percentage of preferences for Greece, as well as for Italy, the United Kingdom, Spain, and Germany, but an increase for Canada. Specifically, our country is in 2024 in 6th place in preferences for those choosing France with a share of 26.9% compared to 5th place it held in 2023 with a preference share of 29.9%. The top destinations in 2024 are Italy (56.8%), the United Kingdom (47.8%), Spain (37.5%), Canada (28.5%), Germany (27.1%), while in 2023 Italy (62.2%), the United Kingdom (48.9%), Spain (40.9%), Germany (35.7%), Greece (29.9%).

In terms of most popular foreign destinations, the top 5 countries that American travelers are considering visiting in the next 12 months are: Mexico (22.1%), Canada (21.0%), Bahamas (18.0%), Italy (17.4%), other countries in North America (17%). It should be noted that Canada and Mexico border the US and therefore benefit from shorter distances and easy road access from neighboring US states.

Record direct flights from the US in 2025

The increase in demand for Greece observed in recent years in the American travel market has also led to a strengthening of flight programs from the US, further facilitating tourist flows.

Specifically, according to aviation data firm Cirium, approximately 500 more flights are planned for 2025 between the US and Greece than in 2024, with the total number reaching at least 2,805, compared to 2,313 last year. Cirium’s figures do not include the new route from Los Angeles recently announced by Norse Atlantic. The route will start on June 3, 2025, and will operate four times a week with Boeing 787 Dreamliners.

The bulk of flights from the US are between May and September (at least 2,023 flights), showing an increase of 23.6% compared to 2024 (1,636). At the peak of the season, in July and August 2025, the number of flights amounts to 438 for each month, compared to 364 and 358 respectively in 2024.

In addition, the total number of routes from the 4 airlines American Airlines, Delta, Emirates, Norse Atlantic, and United between the USA and Athens, amounts to 13 - including the connection with Los Angeles - compared to 11 last year.

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