*By Asimina Doumani
Greece continues to be a firm favourite among Spanish tourists, ranking among the most sought-after 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 sets out where Spaniards expect to travel next year and which destinations remain at the top of their wish lists.
When asked about expected European destinations for 2026, Greece came fourth in the category of European coastal destinations, with 16.9 per cent of respondents who chose it as their preferred seaside holiday destination. Only Italy (49.3 per cent), Portugal (33.8 per cent), and France (31 per cent) were ranked higher.
Greece also featured among European inland destinations, albeit to a lesser extent, attracting 6.6 per cent of respondents—highlighting the country’s continued appeal, primarily as a beach and island holiday destination for Spanish travellers.
Greece is one of the world’s most sought-after destinations
As well as practical travel plans, the survey also looked at the destinations Spaniards most hope to visit in their lifetime.
In the global ranking of “dream trips”, Greece came fourth in the world, with 14.9 per cent of respondents who named it as one of the destinations they would most like to visit. The country ranked just behind Japan (21.3 per cent), Italy (20.6 per cent), and the Nordic countries (15.6 per cent), and ahead of France and Australia.
More broadly, the survey highlights that travel remains a key priority for Spaniards despite ongoing geopolitical uncertainty. Spanish travellers are expected to spend an estimated 29.4 billion euros on travel this year, with around half of total holiday expenditure going towards international trips, even though such travel accounts for only about 15 per cent of all journeys.
The average projected travel budget per household is forecast to reach 3,090 euros in 2026, marking a 9.8 per cent increase compared to 2025, reinforcing leisure tourism as one of the country’s top consumer priorities.
Greece responds to Spanish travel demand at FITUR 2026
Reflecting this strong interest from the Spanish market, the Greek National Tourism Organisation (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 raising awareness of Greece’s regional attractions and engaging with partners who influence outbound travel from Spain and Latin America.
During the fair, the GNTO organised targeted meetings between Crete’s regional authorities and executives from Europamundo, one of the leading tour operator groups bringing Latin American travellers to 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 enhance Greece’s profile in long-haul markets.
According to the GNTO, the Greek pavilion attracted a record number of visitors, highlighting growing interest from both Spanish travellers 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 21 to 25 January, FITUR served as a key platform for showcasing tourism trends, strengthening partnerships and promoting travel demand for the coming year.
Source: news.gtp.gr