Travelers from Australia and the United States are more likely to visit Greece in the next 12 months compared to other long-haul markets such as China and India, where travelers tend to favor destinations closer to home, according to a study by research institute INSETE.
Notably, Greece ranks third in popularity among Australian travelers when compared to competing Mediterranean destinations, including Spain, Italy, France, Portugal, Croatia, and Turkey.
Greece’s position in key long-haul markets
INSETE’s latest study, titled “Brand Greece: How Attractive is Greece as a Tourism Destination – A Comparison with Competing Mediterranean Destinations”, evaluates Greece’s appeal in four key long-haul tourism markets: the United States, China, India, and Australia.
According to the findings, Greece ranks:
– 10th among Australians considering international travel in the next year,
– 13th among Americans,
– 32nd among Chinese travelers, and
– 36th among Indian travelers.
Compared to 2023, Greece fell seven places in the Chinese market and eleven places in the Indian market but rose one place in the U.S. market.
Greece vs. other Mediterranean destinations
Among competing Mediterranean destinations, the data found that Greece ranks:
– 3rd in the Australian market,
– 4th in both the U.S. and Chinese markets, and
– 5th in the Indian market.
Other popular destinations among Greece-interested travelers
According to INSETE, travelers considering Greece also show interest in other destinations, particularly France, Spain, and Italy, which consistently appear in the top 10 preferred countries across all four markets.
Italy ranks first among travelers from the U.S., India, and Australia and second for Chinese travelers. France ranks second for the U.S. and India and third for China and Australia. Switzerland stands out as a top preference among Chinese and Indian travelers, ranking first for the Chinese market and third for India, despite not being a typical “Sun & Beach” destination.
Changing travel preferences
Photo source: Develop Athens
– Among U.S. travelers interested in Spain, Greece’s appeal has increased compared to 2023.
– Among Chinese and Indian travelers who prefer Spain, Greece’s popularity has declined compared to last year.
– Interest in both Greece and France has decreased among travelers from the U.S., China, and India who are considering Italy.
– Indian travelers have shown increased interest in Switzerland, while Chinese travelers are now more inclined to visit Singapore and Australia.
Top destinations by market
Moreover, for the next 12 months, the top five preferred destinations for travelers in each market are:
– Americans: Mexico (22.1 percent), Canada (21.0 percent), Bahamas (18.0 percent), Italy (17.4 percent), other Central/North American countries (17.0 percent).
(INSETE notes that proximity plays a key role, as Canada and Mexico are easily accessible by land from the U.S.)
– Chinese: Singapore (22.3 percent), Japan (19.2 percent), Thailand (18.5 percent), Australia (17.9 percent), Maldives (16.7 percent).
– Indians: Singapore (25.9 percent), U.S. (25.6 percent), Thailand (18.2 percent), UAE (16.8 percent), Australia (16.6 percent).
– Australians: Japan (22.4 percent), New Zealand (21.5 percent), United Kingdom (17.7 percent), Italy (16.9 percent), Thailand (15.9 percent).
INSETE is the research institute of the Greek Tourism Confederation (SETE).
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