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India’s growing recognition and air connectivity, alongside steady demand from the United States, China, Canada, and Australia, are driving Greece’s tourism surge in 2025, securing its place as a leading long-haul destination.
In 2024, long-haul markets accounted for around 11% of Greece’s total inbound tourism revenue. With the conclusion of part one of the study focusing on European markets, part two delves into how travelers from distant markets perceive Greece as a vacation destination, and how this compares to other Mediterranean countries.
The data shows that Greece is showing impressive growth in India and China, with both countries experiencing a surge in interest. In 2025, Greece moved up 9 spots in the Indian market and 3 spots in the Chinese market, reflecting increasing awareness and the strengthening of air connections. This growth is particularly notable given that the United States, Canada, and Australia have long been stable sources of tourism for Greece, maintaining their established positions despite minimal movement.
In comparison, Greece’s standing in 2024 in the US market remained stable, while in the Canadian and Australian markets, it saw a slight dip, losing one place in both. However, the momentum in India and China is clear, signaling a shift in the global travel landscape where these emerging markets are becoming more central to Greece’s tourism strategy.
Greece’s attractiveness in long-haul markets is reflected in its ranking among the top destinations for future travelers. The INSETE study reveals that in the Australian market, Greece ranks 11th, followed closely by Canada and the US. For travelers from these countries, Greece remains in the top 15 destinations for international travel.
However, Greece’s ranking in the Indian and Chinese markets is also noteworthy. India has seen a remarkable rise, moving up 9 places to 27th position in travelers’ preferences for the next 12 months. China, while lower on the list at 29th, also experienced a 3-place jump. Despite being behind in these markets compared to European competitors like Italy, Spain, and France, Greece’s ascent in these regions reflects growing appeal and recognition.
The year 2025 is expected to be a transformative one for Greek tourism. Early data for arrivals and revenue from January to November shows a marked improvement over 2024. This recovery is attributed to increased willingness among key markets to travel abroad, including to Greece, signaling a rebound in global tourism trends.
The study emphasizes the importance of the summer months, which are crucial for Greece’s tourism industry. As travelers seek diverse, international vacation spots, Greece continues to solidify its place as a top destination, driven by its rich culture, beautiful landscapes, and favorable air connections.
Greece faces stiff competition from other Mediterranean countries like Spain, Italy, France, Portugal, Croatia, and Turkey. When compared to these markets, Greece holds a strong position, particularly in long-haul destinations. Greece ranks 3rd in the Australian market and 4th in markets such as the US, Canada, China, and India, showcasing its relative strength among Mediterranean countries.
In the US market, Greece holds the 13th spot, following Italy (5th), France (7th), and Spain (8th). In Canada, Greece comes in 12th, behind Italy (4th), France (5th), and Spain (6th). In China, Greece ranks 29th, well behind Italy (13th), France (9th), and Spain (23rd). The Indian market sees Greece in 27th place, again following Italy (13th), France (12th), and Spain (21st). In the Australian market, Greece’s position is 11th, trailing Italy (6th) and France (8th), with Spain close behind at 12th.
Despite these challenges, Greece remains competitive in the Mediterranean region. The country’s brand continues to grow, especially as travelers from India and China show increasing interest in visiting the region.
