Tourism | Greece 4th choice for Europeans' holidays in 2025 - what the ETC survey shows

With a share of 4.9%, Greece is the 4th most popular choice for intra-European trips this spring and summer, according to the rolling survey on the intentions of European travelers, "Monitoring Sentiment for Intra-European Travel" Wave 21, conducted by the European Travel Commission (ETC).

The first choice for European travelers in 2025 is Spain with a share of 6.5%, followed by Italy (6%) and France (5.9%).

According to the findings of the survey, Greece attracts interest in visiting from early Spring to late Summer 2025: 7% of travelers from both the United Kingdom and Poland (first choice), 6% of Italians, 5% of travelers from Austria. France and Spain and 4% of Germans.

The characteristics of Europeans who want to come for vacation in our country this year: 67% have visited Greece in the past, 12% will come again this year and 21% are new visitors.

Sun and sea holidays are the main reason for visiting our country for 11% of European travelers who choose this type of vacation. With this percentage, our country is the second choice for sun and sea, behind Spain (16%).

This product is extremely popular for those over 55 years old. The length of stay is from 7 to 9 days and the travel budgets range from 500 to 1,000 euros.

The main findings of the “Monitoring Sentiment for Intra-European Travel” Wave 21 survey are:

Longer duration and higher budget for trips in 2025

European travelers are planning longer and higher budget holidays this spring and summer, although the overall intention to travel shows a slight decline. The percentage of those who declare that they intend to travel decreased by 3% compared to last year, reaching 72%.

More specifically, 30% of Europeans plan to spend between 1,501 and 2,500 euros per trip, while 17% plan to spend more than 2,500 euros.

Southern Europe Loses Ground – Eastern Europe Strengthens

Although Mediterranean destinations continue to attract great interest, the percentage of travelers choosing them is down 8% year-on-year. In contrast, the popularity of Eastern European regions is increasing, with a 3% increase.

• The countries with the highest intention to travel are Poland (80%), the United Kingdom (79%), the Netherlands (75%), Spain (75%) and Italy (73%). In contrast, the French (65%), Belgians (68%), Austrians (69%), Swiss (69%) and Germans (70%) appear less willing to travel.
  

Travel: Europeans prioritize personal spending

Despite a slight decrease in their intention to travel, Europeans continue to invest in their experiences. From April to September 2025, 27% plan to take three or more trips – a 6% increase compared to last year. Also, 42% plan to stay for 7 to 12 nights, an 11% increase.

Financial barriers are gradually receding: concerns about rising costs due to inflation fell from 23% to 17%, while personal financial concerns fell to 14%.

In terms of spending, accommodation is the top priority (27%), followed by gastronomy (20%) and activities in the destination (16%). Younger people (18-24 years old) invest more in shopping (15%) and luxury experiences (11%), while those over 55 emphasize comfort, spending more on accommodation (33%) and food (24%).

Rising interest in alternative destinations

Southern and Mediterranean Europe continues to be a top choice, attracting 41% of European travelers in 2025. However, there is a growing appetite for exploring less popular regions, with countries such as Austria, Bosnia and Herzegovina, Albania, Belgium, and Bulgaria seeing small increases in demand (+1% each).

In addition, 35% of travelers prefer less popular areas, while 13% seek out completely off-the-beaten-track locations. Travelers in this category tend to stay longer (38% for trips longer than 10 days) and spend more, with a significant proportion budgeting over €2,500 per trip.

Climate change is influencing travel choices

Climate awareness is growing among European travelers. 81% say that climate change is influencing the way they plan their trips – a 7% increase compared to last year.

Specifically, 17% are monitoring the weather more closely, 15% are choosing milder climates and 14% are avoiding destinations with extreme heat. This increased environmental awareness may also be linked to a growing preference for cooler or alternative destinations during the warmer months.

• Commenting on the survey findings, Miguel Sanz, President of ETC, said:

“These findings confirm the robust demand for travel in Europe. Despite ongoing global uncertainties, Europeans continue to prioritize meaningful travel experiences. Their strong confidence, as reflected in longer stays, increased spending, and a willingness to explore further afield, suggests a strong desire to reconnect with destinations and cultures across the continent. This presents a valuable opportunity for destinations and businesses to better manage visitor flows and extend the benefits of tourism beyond traditional hotspots.”

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

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