2025 Greece Travel Insights

A recent Ipsos survey for Visa, conducted in early 2025, revealed insights from 1,500 travelers from the US, UK, and France planning to visit Greece next year. According to Visa Greece Country Manager Nikos Petrakis, Greece’s main attractions remain its sun, sea, and rich cultural heritage, with Athens and the islands as top destinations, CE Report quotes Athens-Macedonian

Key findings include:

• 9 in 10 travelers plan their trips about a month in advance. Accommodation platforms and official hotel and restaurant sites are primary sources of information, but ChatGPT is increasingly used for activity planning.

• Beach time (69%) and cultural sites (65%) are the top reasons for choosing Greece. US tourists show greater interest in nightlife, theme parks, and musical events compared to Europeans.

• Nearly half stay 4-7 days, while the rest stay over 8 days. Travel months vary by nationality: July for US, May-June for UK, and September for France.

• Many tourists also plan visits to Italy (50%) and Spain (40%).

• Preferred destinations differ slightly: US visitors favor Attica, South Aegean, and Crete; British choose Ionian islands, South Aegean, and Attica; French prefer Attica, Crete, and South Aegean.

• Average spending ranges from €1,900 (UK) to €3,040 (US), with US tourists leading in luxury tourism.

• Ecotourism interests Americans more, with 30% willing to pay a premium for environmentally friendly options. Sustainability is “very important” to a third of all tourists, especially in dining and transport.

Visa continues to support Greece’s tourism sector with digital innovations like contactless payments and automated ticket machines to enhance visitor experience.