Greece is the first place European travelers wish to visit for their next trip and the fifth among non-Europeans, according to a study conducted by the Royal Elcano Institute and Spanish tourism institute Turespaña.
Greece is the first choice named by potential travelers followed by Italy in second place and Spain third.
Turning to non-European travelers, Greece is fifth after Spain, Italy, France and the UK.
In all markets according to the Spanish study, the top five countries on travelers’ bucket lists are Italy, Spain, Greece, France and the UK.
In terms of visitation, Greece ranks 7th globally behind Spain, France, Italy, Germany, UK and the US; 6th with regard to visitors from Europe, and 10th from outside Europe.
The above study, carried out in September 2020 in 29 countries and 33 markets on a sample of 17,300 people considering travel to Europe, was assessed for Greece by the research department of the Greek Tourism Confederation (SETE), SETE Intelligence (INSETE).
INSETE analysts conclude that Greece has evolved into a global destination revealing the strategic importance of the sector for the Greek economy. Greece’s leading competitors are mainly developed markets in the Mediterranean, INSETE says.
What travel experience do visitors to Greece seek?
Overall, travelers are mainly interested in leisure trips with a focus on sea & sun, city exploration, nature, gastronomy and shopping, which INSETE says contributes to local economies. The same focus applies to most European markets.
Based on these findings, INSETE highlights the tourism development potential of small towns and villages in mainland Greece, and the importance of gastronomy for the whole country.
Data reveals a keen interest in cultural travel, visiting museums and getting to know other cultures.
According to INSETE analysts, this demonstrates that travelers are interested in a “multidimensional product / multidimensional experience” even if the main purpose of their trip sea & sun or city break.
On the other hand, travelers from non-European territories such as Asia prefer travel experiences closer to nature as well as cultural products such as visits to museums and landmarks.
The demographics behind tourism to Greece
Key takeaways from the Spanish study found that females prefer shorter leisure trips with a focus on wellness and culture.
Males prefer to travel for work or studies or brief leisure trips focusing on sports activities.
The main traveling age group are those between 31 and 40.
Senior travelers in the 57-65 age bracket prefer long trips with a focus on culture.
Overall, according to INSETE, individuals with higher education tend to travel more as do employed individuals and pensioners, who prefer longer trips.