Greece’s tourism boom set to continue into 2027 as Europeans look to visit and revisit

Greece Holds Firm Grip on European Travel Intentions Through 2027

Poinews.com – The Hellenic Republic is poised to sustain its surge in European visitor numbers well beyond the current season. Data from the European Travel Commission’s quarterly trends and prospects report shows Greece leading all Mediterranean markets in visitor-arrival growth during the opening months of 2026, posting a +38.3% increase. Italy and Malta trailed behind at +21.1% and +16% respectively, underscoring how sharply Greek demand has outpaced regional peers.

Survey Signals Sustained Demand Into 2027

A three-part rolling market survey conducted by the Greek National Tourism Organization (GNTO) reveals that 29% of Europeans now intend to travel to Greece by May 2027, placing the country in third position among Mediterranean destinations by travel intention. The first tranche of the study polled 7,896 respondents aged 18 to 64 across ten markets: the United Kingdom, Austria, France, Germany, Italy, Spain, the Netherlands, Poland, Sweden, and Romania.

Repeat visitation dominates the pipeline. Of those expressing intent to travel, 58% have previously set foot in Greece, while 42% are planning a maiden trip. Romanian respondents showed the sharpest appetite at 45%, with Italian and Swedish travellers close behind at 38% and 37%.

Shoulder-Season Momentum

Demand is no longer confined to the July–August window. Thirty-five percent of surveyed travellers are weighing itineraries that fall between September and November 2026. September alone emerged as the single most preferred departure month, selected by 23% of prospective visitors.

What Drives the Appeal

The GNTO also probed how travellers perceive the country’s distinctive attributes. A wide variety of experiences topped the list, cited by 83% of respondents. Local friendliness and hospitality followed at 82%, perceived safety at 77%, the depth of tourist infrastructure at 75%, and value-for-money at 67%.

“The initial findings of the survey confirm that Greece maintains a strong position in the travel intentions of Europeans, gaining both the trust of those who have already visited it and the interest of new audiences,” Andreas Fiorentinos, secretary general of the Greek National Tourism Organization, said.

Fiorentinos noted the data will enable the GNTO to recalibrate its promotional approach to the specific dynamics of each individual market, ensuring resources are directed where intent is strongest.