Greece 4th Most Popular Summer Destination for Europeans

As Europe gears up for the spring and summer travel season, the European Travel Commission’s (ETC) latest “Monitoring Sentiment for Intra-European Travel” (Wave 21) report reveals valuable insights into tourism trends across the continent. Greece has secured a strong 4th place among the most preferred destinations for Europeans planning trips between April and September 2025, but overall less Europeans will be traveling to southern Europe and the Mediterranean region this year.

Travel Intentions Hold Steady, But Shifts in Preferences Emerge

According to the ETC study, 72% of Europeans plan to travel by the end of summer—a slight drop from last year, with Gen Z showing the steepest decline in travel intentions. However, older age groups remain highly enthusiastic, with 80% of those aged 55+ eager to travel.

The majority of travellers still favour intra-European destinations, particularly neighbouring or non-neighbouring countries. Southern and Mediterranean Europe continues to top the regional travel charts, attracting 41% of prospective visitors. Notably though, this figure reflects an 8% year-on-year decline—potentially linked to rising summer temperatures and climate concerns.

Greece Climbs to the Top 5: Preferred by Nearly 5% of Travellers

Despite the regional dip, Greece remains a hot travel pick. Ranked 4th among European countries, it is selected by 4.9% of survey respondents as their intended summer destination, trailing Spain, Italy, and France. Greece also stands out as one of the top choices for Polish, Italian, and German travellers, indicating its enduring cross-market appeal.

Repeat visits are a notable trend: Greece boasts a high number of returning tourists, showcasing visitor satisfaction and a strong emotional connection with the destination. This positions the country well to benefit from multi-trip travel trends, as 61% of Europeans plan to take more than one trip this season.

Longer Stays, Bigger Budgets, and a Push Toward Popular Hubs

ETC data also shows that 42% of Europeans are planning longer holidays (7–12 nights) and 47% will spend over €1,500—both figures significantly higher than in 2024. Greece, known for its mix of iconic landmarks, islands, and culinary traditions, is well-suited to cater to this demand, particularly in beach-focused and culture-rich itineraries.

A full 53% of travellers say they will spend their time in well-established tourist hubs—an advantage for Greece’s famous destinations like Santorini, Athens, and Mykonos. However, 35% are also looking for lesser-known places, giving Greece’s inland towns and lesser-visited islands an opportunity to shine.

Final Thoughts: A Season of Opportunity and Challenge

The ETC report emphasizes that while Greece remains a top-tier destination, rising climate awareness and economic uncertainty are shaping how and where Europeans travel. Destinations that promote regional diversity, cultural events, and sustainable tourism practices will be best positioned to thrive.

For Greece, the message is clear: keep the core offer strong, diversify beyond the hotspots, and communicate effectively to the markets showing strong intent.