Greece is one of the most popular destinations for Europe’s major outbound tourism markets and indeed, despite the country’s competitive disadvantage that most Europeans state at this juncture that they prefer shorter journeys of up to three hours.

This is the main conclusion of the new study by the Institute of the Association of Greek Tourism Enterprises entitled “The profile of important markets of Greek tourism” which examines, for the first time so early in the tourist season, the intention of Europeans to travel in the coming months, the planned expenses, the duration and type of stay and other important parameters of travel behavior. The markets under consideration are those of Germany, the United Kingdom, France and Spain and as it turns out this year, holiday planning abroad seems to start early with around 70% of Germans, Brits and Spaniards and 60 % of French people to have started planning for travel in the next 12 months.

Regarding the countries that Europeans are considering visiting in the next 12 months, Greece is in 5th place for the markets of Germany, France and the United Kingdom and 7th for the market of Spain. However, the difference between Greece and the countries leading by one or two places is very small (of the order of 1 percentage point or less) and these countries are either much larger (e.g. France or the United Kingdom) or much more easily accessible even by road (eg Austria from Germany).

Trip duration

Regarding the duration of the journey from the place of residence to the holiday destination, the preference is by far shorter journeys, with a duration of less than 3 hours. A journey of less than 3 hours is preferred by almost 8 out of 10 Germans, ¾ of the French and British and 78% of the Spanish. The fact that Greece is geographically further away is a comparative disadvantage, but this does not mean that it is not ultimately a popular destination for the big markets, and here the strong brand of the destination can be seen.

Planned expenses

Of particular interest are the conclusions of the study in relation to planned spending, reflecting the higher prioritization of travel to Europe in the post-pandemic period despite pressures on incomes due to inflationary pressures. In all four countries the percentage of those who intend to spend more is greater than that of those who intend to spend less by 10 to 20 percentage points. In particular, the most dominant answer by far in the markets under study is that the traveling public intends to spend this year what they usually spend, followed by those who are willing to spend more. They plan to spend what they usually spend, 50% of Germans, 47% of the French, 51% of UK residents and 44% of Spaniards, while more than usual plans to spend 31% of Germans, the 29% of French, 29% of UK residents and 36% of Spaniards.

Motivations and type of holiday abroad

In terms of the motivation of those who intend to go on holiday abroad in the next 12 months, for those who have started to organize their holiday, in first place is enjoyment and relaxation preferred by 56% of the Germans, 55% of the French , 71% of UK residents and 58% of Spaniards. This is followed by experiencing a new place or culture for 51% of Germans, 56% of French, 50% of UK residents and 55% of Spaniards. The British (51%) and Germans (45%) attach particular importance to the weather, while the percentage of Germans (41%) who are looking for new/exciting activities is also very high.

Regarding the type of holiday abroad in the next 12 months, or the type of holiday more broadly preferred by the markets under study, the following stand out: trips to coastal destinations (Beach/Coast), City Break, nature trips, sightseeing , relatives and friends and trips for walking or hiking. In particular, sea trips are preferred by 51% of Germans, 31% of the French, 40% of the United Kingdom and 24% of the Spanish. City Break is preferred by 41% of the Germans, 31% of the French, 38% of the UK and 29% of the Spanish. Germans show a great interest in Nature holidays (40%) and Walking / Hiking (29%).

Attached is the INSETE study under the title “The profile of important Greek tourism markets”