Greece has achieved a significant success for 2026, as it has been named the top choice for French travelers for the summer period, surpassing the traditionally strong Spain. This is a development with clear strategic value, confirming the shift in demand towards destinations with a strong identity, authenticity and high level of services.
The initial data from SETO up to the end of December 2025 show that the 2026 summer period starts with strong momentum. The turnover recorded an increase of 16.1%, while the number of travelers increased by 16.2%, confirming the upward trend of the organized travel market. However, market factors themselves point out that these data should be treated with caution, as they relate to less than 20% of the total summer activity. It is noted that the Syndicat des entreprises du tour-operating (SETO) is the main professional association of tour operators in France, representing the largest organized travel companies (tour operators) in the French market, and in which all the main “players” who sell holiday packages (flights + hotels + services) participate.
This growth is mainly based on two main pillars: organized club-type packages, which show an impressive increase of 44.3%, and group travel, which is moving upward by 8.4%. In contrast, classic round trips are declining, which indicates a clear shift in consumer preferences towards more “easy”, integrated and experiential forms of travel.
Destinations
At the destination level, the picture is absolutely clear: Greece and its islands – with Crete and Rhodes at the top – are at the top of the choices for the summer of 2026. Spain follows in second place, while Italy completes the top three, in a clearly “southern European” podium. Egypt also shows particular dynamism, with the largest percentage increase among the top destinations.
This development is even more significant considering that in the previous period 2024-2025, Greece was in second place, behind Spain. This year’s reversal is not a coincidence, but the result of a gradual upgrade of the Greek tourism product, which now combines the classic “sun and sea” with culture, gastronomy and authentic experiences.
The French and wider French-speaking market – which includes not only France but also countries such as Belgium and Switzerland – is one of the most qualitative and stable pillars of Greek tourism. Travelers in these markets have high purchasing power, a strong travel culture, and increased demands, making their approach of strategic importance.
In this context, the statement by Christos Panaretos from Yalos Tours is of particular interest, who points out: “The French-speaking market is one of the most dynamic and qualitative pillars for Greek tourism, with a high interest in Greece. However, competition with other Mediterranean destinations is intensifying and customers are becoming increasingly demanding. To boost sales and remain competitive, it is important to offer attractive prices for the B2B market, combined with flexible trade terms. “Genuine experiences, high quality services and good value for money are now decisive factors in the final choice of the customer.”
And he adds: “The French-speaking market is one of the most dynamic and qualitative pillars for Greek tourism, with a high interest in Greece. However, competition with other Mediterranean destinations is intensifying and customers are becoming increasingly demanding.
To boost sales and remain competitive, it is important to offer attractive prices for the B2B market, combined with flexible trade terms. Authentic experiences, high quality services, and good value for money are now decisive factors in the customer’s final choice. Success in this market will depend on the ability of partners to respond promptly, with competitive prices, consistent quality and flexibility in partnerships. The French market is no longer just an opportunity; it is a market that already chooses Greece.”
This statement clearly summarizes the new market landscape: demand exists and is strong, but it is accompanied by increased requirements and intense competition.
It should be noted that Yalos Tours is actively investing in this direction, developing specialized products for the French clientele, strengthening its partnerships with tour operators and travel agencies, and participating in international exhibitions, such as IFTM Top Resa in Paris.
However, increased demand also comes with higher requirements. For incoming tourism agencies, success in the French market requires specialization, speed in communication, and the ability to create thematic and tailor-made programs, adapted to the needs of the specific clientele.
For incoming tourism agencies, success in the French market requires a high level of specialization, speed in communication, and the ability to design thematic and personalized programs. The era of “standardized packages” is giving way to more flexible and empirical products.
For hotels, the challenge is to maintain a balance between competitive prices and high-quality services. Flexibility in terms of cooperation, transparency in pricing, and consistency in the experience provided are critical success factors. At the same time, having staff with basic knowledge of the French language can be a significant competitive advantage.
In the field of hospitality and experiences, the promotion of Greek gastronomy with authenticity, quality of service and the overall experience of the visitor shape the final image of the country. The French market is particularly sensitive to issues of quality and authenticity, which makes consistency at every point of contact with the customer essential.
At the same time, however, international developments remind us that nothing is certain. Geopolitical instability and broader uncertainty are affecting the behavior of travelers, creating “wait-and-see” tendencies and shifting demand towards destinations that are considered safer. This fact reinforces the need for continuous vigilance, strategic communication, and maintaining strong partnerships.
Greece’s top spot in the French market for 2026 is a significant achievement, but also a clear reminder: the market has already chosen the country. The question now is not whether there is demand, but which professionals will be able to take advantage of it by investing in quality, consistency, and long-term partnerships.
In an environment of increasing competition, success will not be determined solely by ranking, but by the industry’s ability to meet the expectations of one of the most demanding and profitable markets in Europe.
