The strength of Greek tourism is confirmed by the initial findings of the Greek National Tourism Organisation’s (GNTO) rolling market survey, which also revealed significant demand beyond the peak summer season.
The results of the first round of the rolling market survey conducted by the GNTO across 10 key European markets focused on travellers’ intention to visit Greece, their relationship with the country, the period in which they plan to travel, as well as their assessment of individual aspects of the travel experience.
According to the survey, 29% of European travellers say they intend to visit Greece by May 2027, placing it third among the most popular Mediterranean destinations. The highest intention to visit Greece was recorded in Romania, at 45%, followed by Italy at 38% and Sweden at 37%.
Among those planning to visit Greece by May 2027, 58% have already travelled to the country, while 42% plan to visit for the first time. These figures reflect both the presence of a significant pool of repeat visitors and the ability of Greek destinations to attract travellers with no previous experience of the country.
The picture is also particularly positive in terms of the seasonal distribution of demand. Specifically, 35% of those planning to travel to Greece intend to visit between September and November 2026. September records the highest preference, chosen by 23% of travellers.
The survey also examined European travellers’ perceptions of Greece and specific aspects of the travel experience in the country. The highest scores are recorded for the variety of experiences on offer (83%) and the friendliness and hospitality of local residents (82%). These are followed by safety, at 77%, and the quality of tourism infrastructure, at 75%. A comparatively lower positive assessment is recorded for value for money (67%), an area that requires further monitoring.
Commenting on the completion of the first round of the survey, GNTO Secretary-General Andreas Fiorentinos said: “The initial findings of the survey confirm that Greece maintains a strong position in Europeans’ travel intentions, winning both the trust of those who have already visited the country and the interest of new audiences. Particularly significant are the demand recorded beyond the peak summer season and the recognition of the variety of experiences Greece offers as a key competitive advantage. These findings confirm the direction and systematic work being undertaken to extend the tourism season and establish Greece as a destination with a variety of activities throughout the year. By systematically harnessing modern and reliable data, we are strengthening the GNTO’s ability to design targeted promotional actions tailored to the needs and particular dynamics of each market, contributing to the high-quality, sustainable and competitive growth of Greek tourism.”
The GNTO’s rolling market survey, conducted in cooperation with tourism marketing strategy firm Mindhaus, is carried out in three consecutive measurement rounds and aims to record the perceptions, intentions and travel habits of European travellers.
The first round was conducted online from 10 to 22 June 2026, among a sample of 7,896 travellers aged 18 to 64. The survey included people who had made at least one trip abroad over the past two years and/or intended to travel abroad within the next twelve months.
The survey covers ten European markets – the United Kingdom, Austria, France, Germany, Italy, Spain, the Netherlands, Poland, Sweden and Romania – and will run for a total of 18 months, concluding at the end of 2027.
