Tourism Shift Favor Greece

Greece is enjoying one of the strongest tourism recoveries in Europe, with international arrivals up 22.4% compared to 2019—outpacing Spain, Portugal, and Italy. Only Serbia and Malta saw larger increases. Greece is also benefiting from new travel trends shaped by climate change, technology, and competitive pricing, even attracting many German travelers who once chose Turkey.

These insights come from the European Travel Commission’s latest “European Tourism: Trends & Prospects” report.

Travel behavior is shifting. extreme heat, overcrowding, and capacity limits are pushing travelers to rethink when they travel. In fact, 28% of people in eight major markets plan to move their trips to different months in the next two years to avoid crowds, save money, and escape high temperatures.

Digital habits are also transforming travel planning. Use of AI tools has nearly doubled—from 10% to 18% in 2025—led by Gen Z and Millennials. Travelers are turning to AI to find better deals and avoid peak-season hotspots. Usage is highest in China (40%), followed by the US (27%). online conversations, especially on social media, confirm these trends and remain a key indicator of how destinations like Greece are perceived globally.

Cre: ekathimerini