Attracting foreign tourists is a competitive business. While overseas travel is on the rise and seemingly endless tides of visitors descend every year on the world’s most popular destinations, countries such as Greece for whom tourism is an important source of income are engaged in a constant effort to maximise their competitive advantage and maintain market share. Publicity campaigns by national and local government bodies, delegations to overseas travel fairs and sponsorship of familiarisation visits for foreign tour operators all form part of the effort. At the same time analysis of visitors’ tastes and special requirements can help in diversifying the tourist offering and spreading more broadly the flood of visitors to certain areas during the summer season.

An article by Haniotika Nea’s managing director Paraskevas Perakis summarises the finding of a report by INSETE, the Institute of the Greek Tourism Confederation, which is based on a Europe-wide survey carried out at the beginning of the year and aims to draw a profile of the main tourist markets in Europe and further afield. The following is an edited version.

New data, new challenges – multi-speed tourism
Last minute reservations in Europe, timely booking in distant markets, different preferences and individual digital habits – these are the characteristics of the new map of international tourism. For Greece the picture changes significantly from country to country: it is gaining ground in China, maintaining a strong position in the basic European markets, but remains low in the especially dynamic market of India.

These different “speeds” are recorded in two INSETE studies of the ten most important markets for Greek tourism. The first study covers Germany, the UK, France, Italy and Spain, and the second covers the USA, Canada, China, India and Australia. The study of these particular countries is significant, since the five European countries contributed more than 46% of tourist income in 2025, while the five long-distance markets contributed at least 11%.

The studies are based a survey by GWI which was carried out in January and February of 2026. The data give an overview of the respondents’ intentions for overseas travel during the next 12 months and do not represent actual arrivals and reservations in Greece. They also relate to the totality of the respondents in each country and not only those interested in visiting Greece.

Decisions are delayed in Europe
In the five European countries there is a tendency towards fewer early bookings by comparison with 2025. However, this does not mean that all Europeans are booking their holidays at the last minute. The Germans and British continue to organise themselves earlier, while the Spanish and Italians tend to make a decision closer to the departure date.

This new reality, according to INSETE, requires more flexible booking policies and different promotion times for each market. Promotional activities aimed at Germany and the UK need to start earlier, while in Spain and Italy they can be started closer to the tourist season. A further issue for Greece is the Europeans’ major preference for travelling short distances. These preferences, which range between 76% and 85% of respondents, favour destinations with ease of road or rail access such as Italy, Spain, Portugal and Croatia.

The Germans plan earlier
Germany, which is the biggest market for Greek tourism on the basis of 2025 incomes, shows the earliest scheduling. Seventy-two per cent intend to travel abroad, while 55% are interested in holidays longer than seven days. For journeys of up to four days, 59% book their stay at least three months beforehand. For journeys of five days and over, the proportion increases to 68%.

Greece is in third place among the countries considered by Germans for their holidays. Seaside holidays are the most popular at 50%. These are followed by nature at 37%, city visits at 34% and walking at 35%. Also, 22% say they are inclined to spend more than €145 per overnight stay.

The British prefer air travel
The UK registers the greatest preference for overseas travel among the five European countries, with a figure of 74%. Ninety-one per cent of those planning a journey intend to travel by air. The almost universal choice of the aeroplane diminishes the appeal of the nearer European destinations and highlights the importance of direct connections.

Greece is fourth in the list of British preferences, having gained one place and 0.7 percentage points by comparison with 2025. Relaxation, better weather, seaside holidays and city visits come high on the list of British preferences, creating a profile which to a large extent matches the Greek touristic offering.

The French paradox
France shows the lowest inclination for foreign travel among the five European countries with a figure of 61%. At the same time however, it has the largest group of very frequent travellers. Eighteen per cent are planning seven or more journeys during the next 12 months, and 12% are planning nine journeys or more.

Greece lies fourth in the list of French preferences, having lost a place and 2.7 percentage points since 2025. The French chiefly prefer sightseeing, seaside holidays and visits to cities and nature. They also show the greatest interest among the five European countries in religious sites and monuments.

Spanish and Italian profiles
Greece is in sixth place among the destinations being considered by Spaniards, having to face competition from countries which are nearer, as well as from Spain itself, which has a similarly developed seaside product.

In Italy, Greece remains third in travel preferences, but has lost 2.9 percentage points by comparison with 2025. The Italians more than any other European market prefer visiting cities, while 85% choose nearby destinations.

The long-distance markets
The far-away markets of the United States, Canada, China, India and Australia have a different profile from the European ones. Travellers from these countries are clearly more used to long-distance flights and show a strong preference for holidays of at least five days.

Increase in China
The most significant positive change for Greece is recorded in the Chinese market. Within a single year, the country has climbed eight positions, from 31st to 23rd in the options being considered by the Chinese. The increase is the biggest in the five long-distance markets which were studied, although starting from a low point. The proportion of those thinking of Greece as a possible destination increased from 4% to 6%. This constitutes a clear improvement in recognition, though not yet a strong presence in the Chinese market.

The Chinese lay greater emphasis than Western countries on getting to know new places and cultures. The number falling into this category reaches 44%, while nature comes first in the type of holidays at 39%. This is followed by seaside holidays at 33%, city visits at 25% and sightseeing at 24%.

The digital environment in which Chinese travellers are active is also different. The most popular platforms for booking accommodation are Meituan, Ctrip and Fliggy, instead of Booking.com, Expedia and Airbnb which predominate in Western countries.

India: a big market with a small presence in Greece
India has the biggest travel potential among the countries in the second survey. Seventy-five per cent of respondents intend to travel abroad, while the Indians are the most likely to undertake many trips within the same year.

Greece’s position as a destination, however, remains low. It is in 37th place with 4%, having lost 11 places and 1.6 percentage points since 2025. The major change of position is not reflected in a similar difference of percentage points, as many of the countries higher on the list are very close to Greece.

Nature is one of the first choices in the Indian market, with 44% of respondents making it their preference, the highest figure in the five long-distance markets. It is followed by seaside holidays at 36%, sightseeing at 27% and city visits at 25%.

INSETE considers India to be the biggest long-term opportunity for Greek tourism, because of the high inclination to travel, the growth of the middle class, the search for new destinations and the inauguration of direct flights between the two countries.

Australia – a mature market
The study assesses Australia to be the most mature and immediately accessible long-distance market for Greece. Seventy-one per cent of Australian respondents intend to travel abroad and Greece is 12th in their order of preferences, above Spain. Historic links and the strong Greece diaspora have a positive effect. However, the picture is not wholly optimistic, as Greece has lost one position and 1.3 percentage points by comparison with 2025.

The US and Canada
In the US, where the inclination to travel abroad is the lowest among the distant markets at 54%, Greece is in 13th place. In Canada, where the inclination reaches 68%, Greece is in 12th position, below Italy, France and Spain.

Conclusions for Chania
The studies do not include separate data for Crete or Chania. However, the tendencies recorded are of particular significance for a destination which relies on the major European markets and at the same time is seeking visitors from further away and of higher value.

Of particular interest for Chania is the desire for nature, the countryside and walking. Nature is preferred by 44% in India, 39% in China and 37% in Germany. “Sun and sea” is a strong product which does not lose its importance. The research shows, however, that it needs to be connected more with the inland areas, with mountains, gorges, hiking, gastronomy, local production and cultural heritage.

In a multi-speed tourism, the same promotion and the same product cannot be directed in the same way at all markets. Flexibility of bookings, direct flight connections, presence on the right digital channels and variety of experiences are now emerging as critical issues for each destination.
(Haniotika Nea, 15/07/26)