Americans are expected to be the top spenders in Greek tourism for 2025, followed by the French and the British, according to a new study commissioned by Visa and conducted by global market research firm Ipsos.
Presented during a media briefing in Athens, the study – Visa’s first attempt to offer a holistic view of Greece’s tourism landscape – surveyed 1,500 travelers (500 each from the U.S., France, and the U.K.), highlighting spending behavior, emerging travel trends, and preferred destinations for 2025.
The findings show that U.S. travelers are projected to spend an average of 3,040 euros per person, equivalent to 13 percent of their annual income.
“Fifty percent of American visitors said they plan to increase their travel budget compared to 2024,” said Nikos Petrakis, Country Manager at Visa Greece.
Notably, 21 percent of U.S. respondents indicated they intend to spend 18,000 euros on holidays in Greece, positioning Americans as key drivers of luxury tourism. The largest share of that spending is expected to go toward five-star hotel stays.
“This confirms the market’s strong spending potential,” Petrakis added.
French travelers rank second, with an unchanged average spend of 2,550 euros per person, followed by British travelers at 1,900 euros – representing 11 percent of annual income for both groups.
Last-minute trips on the rise
Nikos Petrakis, Country Manager at Visa Greece: “The classic “sea, sun, and beach” model remains dominant, cited by 69 percent of travelers.” Photo © Greek Travel Pages
One notable trend is a shift toward late bookings. According to Petrakis, nine in ten travelers now plan their trips just one month in advance, a marked change from last year’s early booking habits.
While booking platforms remain the primary research tool, travelers are increasingly using ChatGPT to plan activities. Hotel, restaurant, and service websites also rank high as sources of destination information.
The classic “sea, sun, and beach” model remains dominant, cited by 69 percent of travelers. British respondents lead this category at 72 percent, followed by the French at 71 percent. Meanwhile, 65 percent of travelers cite culture as a primary reason to visit Greece – with 72 percent of those being French travelers particularly interested in archaeological sites.
American travelers show more diverse interests, including music festivals, nightlife, and theme parks, and express a growing interest in smaller towns and picturesque landscapes.
In terms of timing, the British prefer May and June, Americans favor July, while the French opt for September. Nearly half of all travelers (48 percent) plan trips lasting 4 to 7 days, while an equal share stays for 8 days or more.
Top destinations in Greece
Athens and the Greek islands remain top choices for all three groups.
Among U.S. travelers, Attica is the most popular destination (41 percent), followed by the South Aegean (31 percent) and Crete (27 percent).
The Ionian Islands lead among British travelers (32 percent), while both the South Aegean and Attica attract 27 percent.
French tourists favor Attica (39 percent), Crete (35 percent), and the South Aegean (30 percent).
Sustainability gains ground among US tourists
Photo source: Visa
Sustainability is becoming an important factor in travel decisions, particularly for American visitors.
Thirty percent of U.S. travelers said they are willing to pay 5 to 10 percent more for environmentally friendly bookings, products, or activities.
One in three considers sustainable tourism “very important,” especially when it comes to dining, transportation, and planning itineraries.
Looking ahead
Photo source: Visa
On the sidelines of the event, Petrakis said Visa is open to expanding the survey next year to include a larger sample and additional emerging markets.
“Our ultimate goal is to help enhance Greece’s tourism offering and strengthen the national economy, with tourism as a key driver of growth,” he said.
To this end, Visa has been working with the Greek Tourism Ministry since 2022, providing data drawn from real industry transactions.
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