The conclusions from the latest INSETE study in 14 countries covering three-quarters of the country’s tourism receipts. Increased interest in domestic and international travel, with value for money being the most decisive factor and holidays in coastal destinations at the forefront of demand.
This is the big picture of the travel preferences of the public in 14 countries that are markets for Greek tourism, which in 2024 accounted for 75.2% of total inbound tourism receipts in Greece, according to the latest study by the Institute of the Association of Greek Tourism Enterprises entitled “Market Outlook: Travel behavior and economic conditions in the main inbound tourism markets in 2025.” The study records public preferences as revealed by a survey conducted by GWI (which specialises in audience research for consumer profiling in 52 countries around the world) and based on interviews conducted in the first quarter of 2025. The survey focuses in particular on Germany, the United Kingdom, the United States, France, Italy, the Netherlands, Poland, Belgium, Romania, Austria, Switzerland, Israel, Sweden, and Denmark. Although this study does not focus on geopolitical factors, the inclusion of the Israeli market is particularly significant, especially in light of recent developments in the region.
Travel sentiment
The study data show a general increase in consumer interest in both domestic and international travel in all markets surveyed, with at least half of citizens saying they are interested in traveling in the next 3-6 months.
Specifically:
the highest interest in travel was reported by consumers in Switzerland and Austria, with 59% respectively, Italy with 57%, Sweden with 55%, Denmark and the United Kingdom with 53% respectively, Belgium, France and the Netherlands with 52% respectively and Germany with 51% , while
interest is lowest in the US, Israel and Poland markets with 48% respectively and Romania with 50%.
For the next 3-6 months, holidays abroad are the dominant preference in most markets, with the notable exception of the US and, to a lesser extent, France and Italy, countries that have their own holiday destinations, and Poland and Romania, probably for economic reasons. In all five of these countries, domestic holidays are the dominant preference.
Key factors influencing travel plans
The main factors influencing consumers’ travel plans are value for money (at least one in three in all markets except Poland) and weather conditions (almost one in three in all markets except Romania), followed by relaxation, cultural experience, ease of travel, special prices/offers, life experience, travel distance, the opportunity to visit friends/relatives, recommendations from friends/relatives, outdoor adventure activities, and good facilities for children/families.
With regard to the type of vacation that consumers said they enjoy most, beach/resort vacations received the highest percentage (49%+), followed by road trips (25% to 44%), staycations, action/adventure holidays, theme parks, cruises, etc.
Economic conditions in the main markets
Apart from other sudden and extraordinary events, the economic conditions prevailing in the various countries, which affect the ability and willingness/intention to travel, will play a decisive role in the final outcome of arrivals in 2025.
Specifically, European economies are expected to grow at a slower pace in 2025 than previously forecast by the European Commission (May 2024), with the exception of the Danish market, where the European Commission forecasts higher growth than it did in May 2024. Only the Austrian economy is expected by the EU to contract in 2025. A similar picture is observed in the US and UK markets, with the European Commission forecasting a slowdown in their economies for 2025, compared to its previous year’s estimate, on the one hand for the US due to trade tensions and fiscal uncertainty, and on the other hand for the UK due to strict fiscal policy affecting private consumption and investment.
In addition, the recent escalation of the trade war between the US and China, but also with the European Union, through the imposition of increased tariffs by the US, is exacerbating global economic uncertainty, affecting exports, product prices, and overall consumer confidence.
Greece in the top 5 destinations
In terms of airline seat planning for the 2025 summer season (March 30, 2025-October 25, 2025),Greece ranks among the top 5 destinations in all markets surveyed compared to its competitors in the Mediterranean, with the exception of the US and Swiss markets, which rank 6th, while Greece’s 1st place in the Israeli market is noteworthy, with a significant lead over its competitors.
Overall, for the entire 2025 summer season, 28.5 million seats are available (compared to 27.1 million in 2024), representing an increase of +5.2%. As regards Greece’s two main markets, Germany and the United Kingdom, which together account for 33% of total tourism receipts for 2024, despite the increased economic uncertainty due to trade tensions, the available data on airline seat planning indicate a positive outlook. The United Kingdom remains the largest airline market for Greece with 5.7 million seats (+3.6% compared to last year), representing 20% of the total, followed by Germany with 4.8 million seats (+3.9%) and a market share of 17%.
