Greece has successfully captured a robust 14% share of long-haul tourists from major global markets, including China, the U.S., the UK, Italy, France, Germany, Spain, and Switzerland. This achievement reflects the country’s growing appeal as a prime travel destination, driven by its rich cultural heritage, breathtaking landscapes, and strategic positioning as a key gateway for international travelers. The influx of visitors from these leading markets underscores Greece’s increasing prominence in the global tourism industry, as the nation continues to invest in enhancing its travel infrastructure and marketing efforts to attract long-haul tourists.
Greece has solidified its position as one of Europe’s leading destinations for long-haul travelers. According to the European Travel Commission’s Long-Haul Travel Barometer 3/2025, the Mediterranean country now accounts for 14% of long-haul tourist arrivals from key global markets, including China, Japan, Australia, the United States, and Brazil. This achievement places Greece in 8th place among 40 European destinations, underscoring its growing appeal on the global stage.
The report highlights Greece’s remarkable performance within the competitive European tourism sector, where several countries vie for attention from international visitors. Greece’s 14% share of long-haul tourists is a clear indication of its sustained popularity, particularly among travelers from emerging and established markets alike. Notably, Greece has managed to capture a significant portion of the long-haul traffic, further reinforcing its status as a destination of choice for travelers seeking cultural experiences, history, and Mediterranean landscapes.
Europe, as a whole, remains a prime destination for long-haul tourists, with several countries competing for the attention of travelers from afar. In this context, Greece’s performance is a testament to the country’s allure, particularly as it continues to deliver authentic and diverse tourism experiences year after year.
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The long-haul travel market is highly dynamic, with emerging trends and shifting preferences influencing the choices of international travelers. According to the barometer, China remains the most dynamic market for European travel, with 69% of Chinese respondents expressing interest in visiting Europe in 2025. Although this figure reflects a 14-point decline compared to the previous year, it still highlights the strong demand for European destinations, with China continuing to lead the way in terms of interest.
Following China, Brazil emerges as another key source market, with 46% of Brazilian travelers expressing interest in Europe. This is a significant figure, underscoring the continued strength of Latin American tourism flows into Europe, particularly as Brazil rebounds from previous challenges. Additionally, Australia has shown notable growth in interest, with 37% of Australian travelers planning to visit Europe in 2025. This marks an increase in long-haul travel intentions, as more Australians are opting for travel during off-peak seasons to avoid overcrowding and enjoy more value for money.
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While the Chinese and Brazilian markets continue to show strong interest in Europe, other regions have shown signs of more restrained travel intentions. Canada (35%) and Japan (20%) demonstrate more cautious travel outlooks. For these countries, economic factors such as currency fluctuations and rising travel costs have dampened enthusiasm for international travel, especially to distant destinations like Europe. Despite this, the overall trend remains one of resilience, with many travelers from these countries still maintaining their desire to visit Europe.
In the broader European tourism context, France remains the top destination for long-haul travelers, commanding 38% of traveler preferences. France’s enduring popularity is driven by its rich cultural heritage, world-renowned cuisine, and iconic landmarks such as the Eiffel Tower and Louvre Museum. Italy follows closely with 32% of travelers choosing it as their European destination of choice. Italy’s appeal lies in its history, art, architecture, and culinary excellence, making it a perennial favorite among tourists from around the world.
Other European destinations such as the United Kingdom (26%), Germany (25%), and Spain (24%) also remain popular among long-haul travelers. However, Greece has managed to carve out its niche, securing 8th place with a 14% share of the market. This performance places Greece ahead of several well-known European destinations, including Switzerland (18%) and Portugal (16%), which have both seen a rise in visitor numbers compared to last year. Portugal, in particular, has witnessed an increase from 12% to 16%, reflecting growing interest in its coastal beauty and cultural offerings.
Europe’s geographic proximity is one of its greatest assets for attracting long-haul tourists. The barometer reveals that 73% of travelers plan to visit more than one country during their European trip. This trend is particularly strong among travelers from China, with Chinese respondents planning to visit an average of 5.5 destinations per trip—up from 3.8 destinations in 2024. The allure of experiencing multiple cultures, landscapes, and cuisines within a relatively compact region makes Europe an enticing destination for travelers seeking variety and adventure.
For Greece, this trend presents an opportunity to position itself as a gateway to broader European experiences. As travelers increasingly plan multi-country itineraries, Greece’s proximity to other popular European destinations makes it an ideal starting point for extended trips. With its rich historical sites, Mediterranean charm, and world-class beaches, Greece is well-placed to attract tourists who seek to explore multiple countries within a single journey.
When it comes to travel timing, the barometer indicates that a significant portion of long-haul tourists plan to visit Europe during the last quarter of 2025. Specifically, 54% of travelers from the seven markets surveyed plan to travel to Europe between September and December. While this figure is slightly lower than in 2024, when 58% of respondents intended to travel in the same period, it still reflects the strong demand for European destinations in the autumn and winter months. For Greece, this could mean an opportunity to capitalize on the shoulder season, when the weather remains favorable but crowds are thinner, offering travelers a more relaxed and rewarding experience.
Greece has captured a 14% share of long-haul tourists from top global markets like China, the U.S., UK, and others, driven by its cultural appeal, stunning landscapes, and strategic efforts to enhance tourism infrastructure. This growing popularity reflects Greece’s increasing stature as a prime travel destination.
Greece’s strong performance in attracting long-haul tourists, alongside its ranking as the 8th most preferred European destination, highlights its growing role in global tourism. With continued interest from major markets like China, Brazil, and Australia, Greece is poised to maintain its competitive edge in the European tourism landscape. As travelers increasingly seek to explore multiple European destinations on their journeys, Greece’s strategic position and rich cultural heritage will likely continue to make it a top choice for global travelers in the years to come.
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