Greece is a reference point for conscious European travelers who are looking for sustainable and responsible destinations, as revealed by a new report from the European Travel Commission (ETC), which ranks it as one of the top choices in four out of the five main categories of conscious travelers, with a particular dynamic among higher-income travelers who prefer seaside destinations, travelers who combine travel and work or studies, and travelers who choose to travel outside the peak tourist season.
According to ETC’s research, Greece seems to be the preferred destination for hassle-free holidaymakers, as the country ranks third, with 11%, while it also ranks third among Gen Z remote adventurers, with a share of 9%.
In contrast, it ranks lower in the category of impact-aware travelers and eco-responsible explorers, taking seventh place with a share of 7%, while in the category of off-beat destination seekers it is only in eighth place with a share of 6%.
Greece has a special dynamic with hassle-free holidaymakers, i.e. middle-aged, higher-income travelers who seek comfort and prefer family trips at a rate of 84%, mainly in established coastal and seaside destinations, but often travel during the intermediate period and usually stay longer than the average (7 or more nights), contributing to the balance of demand without sacrificing familiarity and comfort.
At the same time, remote adventurers of the Gen Z, younger travelers (18-24 years old), who combine travel with work or studies, show their preference for remote and less known seaside destinations, travel mainly during the low season, stay for a longer period at the destination and appreciate the meaningful interaction with local communities.
Greece is also preferred, albeit at a lower rate, by two more demanding categories of travelers:
– impact-aware travellers, young Europeans (18-34 years old), who travel during the low season, make conscious use of public transportation and are motivated by concerns about overpopulation and environmental footprint. They mostly take shorter trips and prefer city breaks and cultural experiences.
– eco-responsible explorers, who are guided more by sustainability, are environmentally responsible explorers who prioritize remote destinations without crowds and choose longer nature trips. Their ecological orientation is reflected in their use of public transportation and their consistently high interest in the environmental and social impacts of tourism.
While off-beat destination seekers, relatively mature travelers (45+ years old), who are particularly sensitive to crowds, actively avoid peak periods and turn to less popular European destinations, preferring domestic travel and outdoor activities, with a particular emphasis on affordability and value for money.
64% of the almost 24,000 Europeans who participated in the ETC survey responded to at least one of the above responsible traveler behavior indicators and were therefore considered conscious travelers.
These travelers are emerging as a high-value and resilient segment of the travel market, combining strong travel intent with more conscious and responsible choices.
Their preferences indicate opportunities for balanced demand through trips closer to their place of residence, longer stays, more flexible scheduling, and increased interest in less popular destinations.
