Greece is the fourth most-popular “ dream destination” for Spanish tourists (with a share of 14.9%), following Japan (21.3%), Italy (20.6%), and the Scandinavian countries (15.6%). These findings come from the annual survey of a leading tourism group in the Iberian Peninsula entitled “ Ávoris Travel Insights – The Travel Compass of 2026: Real Trends and Dreams to Be Fulfilled”, which was presented during the 46th International Tourism Trade Fair FITUR 2026, held in Madrid on January 21-25.

According to the survey, which captures the intentions, preferences, and motivations of Spanish travellers for 2026, travel continues to be a priority for them, even amid an environment of geopolitical uncertainty. In fact, it is estimated that Spaniards will spend 29.4 billion euros on travel in the year, with half of total holiday expenditure allocated to international travel, which nevertheless represents only 15% of the total number of trips. At the same time, the average projected budget per family is expected to reach 3,090 euros (an increase of 9.8% compared to 2025), reinforcing leisure tourism as one of their main priorities.

The Greek National Tourism Organisation (GNTO) participated in the exhibition once again, alongside co-exhibitors including the Regions of Central Macedonia, Crete, and Attica, the Federation of Hellenic Associations of Travel & Tourist Agencies (FedHATTA), the Association of Greek Travel and Tourist Agencies (HATTA), as well as many Greek tourism businesses.