Photo source: Visit Greece
Greece continues to hold its place among Europe’s most desirable travel destinations for Spring and Summer 2025, according to the latest Wave 21 edition of the Monitoring Sentiment for Intra-European Travel report by the European Travel Commission (ETC).
Published on Wednesday, the ETC’s new research highlights shifting travel behaviours among Europeans for the upcoming travel season.
The findings are based on data collected in March 2025 from some 5,874 respondents in 10 key European markets – Germany, the United Kingdom, France, the Netherlands, Italy, Belgium, Switzerland, Spain, Poland, and Austria – focusing on travel plans between April and September 2025.
Despite an overall eight percent decline in interest for Southern Mediterranean destinations, the report shows that Greece ranks as the fourth most preferred country among Europeans planning a trip during this period.
Source: ETC
Greece ranks 4th among top choices for European travelers
In the ETC’s ranking of preferred destinations, Greece secured a 4.9 percent share, following Spain (6.5 percent), Italy (6 percent), and France (5.9 percent). This places the country ahead of travel mainstays such as Austria, Germany, and Croatia.
Several key European markets revealed notable levels of interest in visiting Greece:
– 7 percent of travelers from the UK and Poland plan to visit Greece this spring-summer season. For Polish respondents, Greece ranks as their top destination choice.
– 6 percent of Italian travelers have Greece on their bucket lists.
– 5 percent of travelers from Austria, France, and Spain list Greece among their top five European destinations.
– 4 percent of travelers from Germany are also considering Greece for their next getaway.
Greece attracts repeat visitors and new explorers alike
Greece performs well in terms of visitor loyalty. According to the report’s analysis of past and future travel behavior, 67 percent of respondents have visited Greece in the past; 12 percent plan to return in the upcoming season, while another 21 percent are new visitors considering the country for the first time – demonstrating Greece’s enduring appeal and expanding reach.
Greece a top choice for Sun & Beach holidays
Source: ETC
When it comes to popular types of leisure trips, Greece ranks as the second most preferred destination for Sun & Beach holidays, attracting 11 percent of European travellers planning such getaways. This places Greece just behind Spain (16 percent) and ahead of Italy (8 percent) and France (6 percent).
Sun & Beach experiences are particularly favored by travelers over the age of 55, with the most common stay lasting 7 to 9 nights and travel budgets typically ranging between 500 and 1,000 euros. These patterns underscore Greece’s appeal among mature travelers seeking longer, sun-drenched Mediterranean holidays.
Southern Europe still leads, But loses ground
Southern and Mediterranean Europe remains the most popular region, expected to attract 41 percent of European travelers this spring and summer. However, this represents a drop from 49 percent last year. According to the ETC, the decline may be linked to growing concerns over extreme heat and climate volatility, with 28 percent of travelers now actively seeking destinations with milder climates. Meanwhile, interest in Eastern Europe is on the rise, increasing by three percent year-on-year.
The report further notes that while overall travel intention is slightly lower than last year – 72 percent, down by three percent – Europeans are planning to stay longer, spend more, and diversify their travel choices.
Source: ETC
Evolving travel habits and bigger budgets
According to the ETC’s report, travel patterns are shifting, with Europeans showing a growing appetite for event-based travel and alternative destinations.
Spending priorities also appear to be changing. Nearly one-third of Europeans (30 percent) plan to spend between 1,501 and 2,500 euros per person per trip, up by seven percent. Additionally, 17 percent expect to spend more than 2,500 euros.
Meanwhile, 42 percent of travelers intend to take trips lasting 7 to 12 nights, an increase of 11 percent compared to 2024 – indicating a growing trend towards longer, more immersive travel experiences.
The ETC first initiated its “Wave” research reports in September 2020.
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