Greece remains a top destination for tourists from the United States, the United Kingdom, and France, drawn primarily by its iconic sun, sea, and rich cultural heritage.
This is according to a new survey conducted by Ipsos for Visa in the first quarter of 2025. Insights from approximately 1,500 travelers planning visits to Greece this year were gathered. The findings were presented on Tuesday in Athens by Nikos Petrakis, the Visa Country Manager for Greece.
The survey highlights that Athens and the Greek islands continue to be leading attractions. Nearly 9 out of 10 visitors finalize their travel plans around a month prior to their trip.
While accommodation platforms and official hotel/service websites remain the primary sources of travel information, ChatGPT is emerging as a significant new tool for planning activities among tourists from all surveyed countries.
Key survey findings: Tourists and their priorities in Greece
The survey offers a detailed look into what drives tourists to Greece and how they plan their visits. The primary factors are as detailed below.
Top Motivations
Beach time is the leading reason for choosing Greece (69 percent), closely followed by visiting cultural sites (65 percent). Notably, US visitors expressed interest in a broader range of activities, including nightlife, theme parks, and musical performances, compared to their British and French counterparts.
Duration of Stay
Nearly half of all tourists (48 percent) plan a trip of four to seven days, while the other half intend to stay for more than eight days.
Peak Travel Times
The “European summer” is the most popular travel period, with specific preferences by nationality:
- US tourists: Primarily choose July (21 percent)
- British tourists: Favor May (17 percent) and June (27 percent)
- French tourists: Prefer September (20 percent)
Multi-Country Itineraries
A significant number of tourists extend their European travels, with five out of ten also planning to visit Italy, and four out of ten including Spain in their itineraries.
Leading destinations within Greece
The South Aegean and Attica region seem to be particularly popular with tourists from abroad. The breakdown is as follows:
- US visitors: Attica (41 percent), South Aegean (31 percent), and Crete (27 percent)
- British visitors: Ionian Islands (32 percent), South Aegean, and Attica (both 27 percent)
- French tourists: Attica (39 percent), Crete (35 percent), and South Aegean (30 percent)
Expected expenses of tourists in Greece
US tourists: Anticipate spending an average of €3,040 (about $3,500) per person, representing nearly 13 percent of their income. They are also the primary group interested in luxury tourism.
British tourists: Expect to spend an average of €1,900 (about $2,200) per person (nearly 11 percent of their income), with one in four Brits planning to increase their budget compared to the previous year.
French tourists: Project spending €2,550 per person on average (almost $3,000), also corresponding to 11 percent of their income.
Ecological tourism
Interest in ecological tourism is higher among American visitors compared to Europeans.
Approximately 30 percent of US tourists are willing to pay an additional 5 percent to 10 percent for environmentally friendly purchases, reservations, or activities. Overall, awareness of sustainability in tourism activities is deemed “very important” by a third of all tourists, particularly concerning restaurants, transportation, and travel routes.
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