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Greece continues to hold a strong place in the travel preferences of Spanish tourists, ranking among the most desired destinations for both planned and “dream” holidays in 2026, according to new findings presented at FITUR 2026 in Madrid.
The data comes from the latest Ávoris Travel Insights report, “The 2026 Travel Compass: Real Trends and Dreams to Fulfill,” which maps out where Spaniards expect to travel next year and which destinations remain at the top of their aspirational lists.
When asked about expected European destinations for 2026, Greece ranked fourth in the category of European coastal destinations, with 16.9 percent of respondents selecting it as a preferred seaside holiday option. Only Italy (49.3 percent), Portugal (33.8 percent), and France (31 percent) ranked higher.
Greece also appeared among European inland destinations, though at a lower level, attracting 6.6 percent of respondents—highlighting the country’s continued strength primarily as a beach and island getaway for Spanish travelers.
Greece among the world’s most dreamed-of destinations
Beyond practical travel intentions, the survey also explored the destinations Spaniards most aspire to visit in their lifetime.
In the global ranking of “dream trips”, Greece placed fourth worldwide, with 14.9 percent of respondents naming it as one of the destinations they would most like to experience. The country ranked just behind Japan (21.3 percent), Italy (20.6 percent), and the Nordic countries (15.6 percent), and ahead of France and Australia.
More broadly, the survey underlines that travel remains a key priority for Spaniards despite ongoing geopolitical uncertainty. Spanish travelers are expected to spend an estimated 29.4 billion euros on travel this year, with around half of total holiday expenditure directed toward international trips, even though such travel represents only about 15 percent of overall journeys.
The average projected travel budget per household is forecast to reach 3,090 euros in 2026, marking a 9.8 percent increase compared to 2025, reinforcing leisure tourism as one of the country’s leading consumer priorities.
Greece responds to Spanish travel demand at FITUR 2026
Reflecting this strong interest from the Spanish market, the Greek National Tourism Organization (GNTO) maintained a prominent presence at FITUR 2026, alongside the regions of Central Macedonia, Crete and Attica, as well as representatives from across Greece’s tourism sector.
The focus was on broadening awareness of Greece’s regional offerings and engaging with partners shaping outbound travel from Spain and Latin America.
During the fair, GNTO facilitated targeted meetings between Crete’s regional authorities and executives from Europamundo, one of the leading tour operator groups channeling Latin American travelers into Europe.
Discussions included the prospect of hosting Europamundo’s annual conference in Crete later this year—an event that could attract more than 350 senior tourism executives and further strengthen Greece’s visibility in long-haul markets.
According to GNTO, the Greek pavilion recorded record visitor traffic, underscoring rising interest from both Spanish travelers and the wider Latin American audience. The stand was also visited by Greece’s Ambassador to Spain, Apostolos Baltas, together with officials and representatives of the Spanish-Hellenic Chamber of Commerce.
Held from January 21-25, FITUR served as a key platform for showcasing tourism trends, strengthening partnerships, and promoting travel demand for the year ahead.
Source: news.gtp.gr