The new study by the SETE Institute (INSETE), entitled “The profile of key markets for Greek tourism – Part A: European Markets”, sheds light in a systematic and well-documented manner on the travel intentions of Europeans, who constitute the core of demand for Greek tourism. The research, based on data from GWI Travel and carried out in January and February 2026 on a sample of approximately 4,600 people, examines travel intentions for the next twelve months, including the crucial summer season.
The five markets The countries analysed – Germany, the United Kingdom, France, Italy and Spain – accounted for over 46% of total inbound tourism revenue in 2025. Germany remains the largest market, followed by the United Kingdom, whilst France, Italy and Spain form a strong European mix with different characteristics and dynamics.
Greece ranks high on the list of preferences, third for Germans and Italians, fourth for the British and the French, and sixth for Spaniards. The country’s main strength remains the demand for seaside holidays, a product that continues to dominate European preferences.
However, Greece’s geographical location, on the edge of Europe, puts it at a disadvantage compared with destinations that are accessible by road or rail, such as Spain, Portugal, Italy and Croatia. In a climate of uncertainty, more than three out of four travellers say they are likely to choose closer destinations, a factor that affects the overall picture.
The study paints a mixed picture for 2026, with positive aspects such as the consistently high demand for seaside holidays and city breaks, two categories that are in line with the Greek tourism product. The growing interest in nature and hiking creates opportunities for regions seeking to expand their reach beyond the traditional “sun and sea” model. At the same time, the preference for trips lasting 5–7 days or longer, combined with an intention to maintain or increase spending, strengthens the prospects for revenue per arrival.
One of the most notable findings is the growing trend towards last-minute bookings. “Last-minute” This trend, which is more pronounced this year than in 2025, calls for flexible booking policies, a strong presence on major platforms and targeted promotional campaigns starting as early as winter and spring.
At the level of markets, France is significantly different. It shows a lower intention to travel abroad and a lower number of planned trips, but at the same time the highest percentage of “super travellers” who plan seven or more trips. Germans and Britons plan their trips further in advance, whilst Italians and Spaniards tend to leave things to the last minute. The United Kingdom’s reliance on air travel, in contrast to the land-based options available in other countries, offers greater freedom of choice regarding destinations, something that Greece can strategically capitalise on.
In terms of spending, Germans and Britons show greater tolerance for higher accommodation and airfare prices. By contrast, Italians and Spaniards are more price-sensitive, which affects pricing strategy. The French fall somewhere in between, with a significant percentage accepting higher accommodation prices.
The INSETE study offers a a valuable tool for the strategic planning of Greek tourism, highlighting the opportunities, challenges and distinctive features of each market. Understanding travellers’ intentions, spending, booking behaviour and preferences is a critical factor in enhancing the country’s competitiveness at a time when flexibility, adaptability and targeted promotion are key to success.
Source: cretanbusiness.gr