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The latest study by INSETE reveals travel intentions over the next 12 months from long-haul markets. The USA, Canada, China, India, and Australia contribute about 11% of total inbound tourism revenue to Greece.
Greece’s popularity has significantly increased in the Indian market, surpassing China for the first time. Meanwhile, the country’s ranking remains steady among the top 15 most preferred destinations in Australia, Canada, and the USA.
This data is based on Part II of INSETE’s recent study titled “Profile of Key Markets for Greek Tourism.” It focuses on non-European markets, presenting travel intentions, preferences, and decision-making factors for potential visitors. The study used online surveys by GlobalWebIndex (GWI), conducted from January to February 2025, with a sample of 12,205 people aged 16–64.
Travel Intentions
Lowest travel intention for 2025: USA (57%)
Highest travel intention: India (72.4%)
Canada: 69.5%
Australia: 69.5%
China: 59.5%
India also stands out with the highest percentage (13.8%) of travelers planning five or more trips, compared to 4.2%–9.9% in other countries. The most preferred vacation type among Indians is nature trips, followed by sun and sea, where Greece performs strongly.
Greece’s Position in Country Preferences
Australia: 11th (9.8%)
Canada: 11th (7.9%)
USA: 13th (8.4%)
India: 26th (5.9%)
China: 31st (3.8%)
Despite lower rankings in China and India, Greece has climbed 13 spots in India compared to 2024.
Comparison with Mediterranean Competitors
In all five markets:
France and Italy dominate the top two spots.
Spain usually ranks third, followed closely by Greece in fourth, except in Australia, where Greece ranks third ahead of Spain.
Portugal, Turkey, and Croatia trail further behind.
Spending Intentions
In all five countries, more respondents plan to spend more on travel than less, particularly:
Canada, USA, China: ~18% more intend to spend extra
Australia: 15.7%
India: 14.9%
Willingness to spend per person per night:
USA:
$111–145: 17%
$146–180: 14.5%
Canada:
CAD 86–130: 19.3%
CAD 131–173: 22%
China:
¥451–600: 18.7%
¥601–750: 18.6%
India:
₹1601–2400: 12.6%
₹2401–3200: 13.9%
Australia:
AUD 106–170: 19.6%
AUD 171–235: 25.8%
High-end spending (per person per night):
USA: 25.1% willing to spend over $215
Canada: 12.3% over CAD 265
China: 32.5% over ¥900
India: 38.9% over ₹4800
Australia: 11.6% over AUD 385
Trip Planning and Duration
Compared to last year, there’s a trend toward earlier planning for accommodation, transport, and activities, especially among Chinese and Indian travelers. Canadians tend to plan later.
Most travelers prefer medium (5–7 days) or long (over 7 days) trips:
India: 69.8% plan 5–7-day trips
Increase in longer trips among Americans and Canadians
Decline in short trips (1–4 days) in USA, India, Australia
Increase in short trips in Canada, China
Type of Holidays and Motivation
Top types of holidays include:
Sightseeing
Beach/coastal resorts
City breaks
Visiting family/friends
Walking/hiking
Nature tourism (particularly for Indian and Chinese travelers)
Primary motivation for travel:
Relaxation and enjoyment:
USA: 58.2%
Canada: 62.7%
India: 51%
Australia: 64.7%
Experiencing new places/cultures is second
China reverses this order:
New experiences: 42.3%
Relaxation: 38.8%
Preferred Accommodation
Hotels/motels are the most popular:
India: 66.5%
Australia: 73.5%
China: lower at 48.2%
Followed by:
Staying with friends or relatives
Holiday home rentals
This data highlights Greece’s growing appeal and potential in major non-European markets, especially India, and underscores opportunities for targeted marketing, product development, and strategic positioning in long-haul tourism.
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