Greece continues to rank among the most popular destinations for travelers from Europe’s key tourism markets, reaffirming its position as a leading force in European tourism. According to a study by the Institute of the Association of Greek Tourism Enterprises (INSETE), based on GWI Travel data collected during the first two months of 2026, Greece ranks third among preferred outbound travel destinations for both German and Italian tourists this year. The country also holds fourth place among British and French travelers and sixth place among Spanish tourists. In 2025, these five European markets together accounted for more than 46% of total inbound tourism revenue in Greece.

More specifically, Germany was Greece’s largest source market for tourism revenue, followed by the United Kingdom. France ranked fourth, behind the United States, while Italy placed fifth. Spain, although nineteenth overall, has recorded significant growth in recent years. Greece’s strong competitive advantage lies in the enduring popularity of seaside holidays and city breaks among European travelers, two segments in which the country enjoys a well-established competitive advantage. At the same time, travelers are increasingly favoring trips lasting five to seven days or longer. Combined with tourists’ intention to maintain or even increase their travel spending, this trend creates favorable conditions for sustaining and boosting revenue per visitor. INSETE also highlights a growing interest in nature-based activities and hiking, presenting new opportunities to diversify the tourism product while promoting regions of Greece that remain relatively underdeveloped as tourist destinations.

The study also notes the need for flexible booking policies and adaptability, as last-minute bookings are expected to remain a widespread trend this year. In addition, traveler behavior varies significantly by country of origin, making differentiated marketing and pricing strategies essential for each market.

For example, Germans and Britons, who generally plan their holidays earlier than other Europeans, demonstrate a higher tolerance for accommodation and airfare costs.

More than four in ten Germans (42%) are willing to spend between €86 and €145 per night for accommodation, and over two in ten (22%) are prepared to spend more than €145 per night. A similar pattern is observed in the British market, where 35% of travelers intend to spend between €88 and €145 per night, with 34% willing to pay more than €174 per night.

By contrast, Italian and Spaniard travelers, who often favor last-minute bookings due to broader economic uncertainty, tend to be more price-sensitive and set lower limits on their travel budgets. More than three in ten Italians (33%) plan to spend between €86 and €125 per night, with only 13% willing to exceed €125. A similar picture emerges among Spanish travelers, with 36% falling within the €86-€125 per-night range.