Greece takes the lead in tourist arrivals from Australia, Canada and the USA, as in these markets Greek destinations are in the top 15 for trips abroad. In fact, for this reason, the markets in question are considered clearly more promising than other similar, distant markets outside of Europe, such as China and India.

The above finding results from his study INSET for “The profile of important Greek tourism markets” for non-European markets, specifically the USA, Canada, China, India and Australia. It is characteristic that these markets in total in 2019 and 2023 contributed at least 11% of the total revenue of inbound tourism.

Regarding the countries that the markets under study are considering visiting in the next 12 months, Greece ranks 10th for the Australian market (with 10%), 11th for the Canadian market (with 8%) and 12th position for the US market (with 9%). However, it is worth noting that in the USA and Canada, the difference in preference between Greece and the countries that are one or two places ahead is minimal, just 1 percentage point.

Greece is outside the top-15 from the markets of China and India

Regarding her purchases China and her of India, Greece is outside the top-15, in 33rd and 39th place respectively, as these markets have mainly Asian destinations in the first places of preference. For Americans, in first place is Mexico, for Canadians the USA, for Chinese and Indians Singapore and for Australians New Zealand. In the next 12 months, 57% of Americans plan to take a vacation abroad, while the percentages are significantly higher in other markets, with Canada at 71%, China at 63%, India at 71% and Australia at 68%.

Americans, Canadians, Chinese, Indians and Australians choose sightseeing and nature on their holidays

In terms of motivations for travel, ‘enjoyment and relaxation’ is the main motivation for the vast majority, from 53% of Indians to 67% of Australians, followed by experiencing a new place or culture with between 43% and almost 50%. For the Chinese the order is reversed with 44% having as their main motivation the experience of a new place or culture and the second is enjoyment / relaxation with 42%. Regarding the type of holidays abroad in the next 12 months, or the type of holidays more broadly preferred by the markets under study, it is interesting that the product “Sun and Sea” does not monopolize, as is preferred by a large percentage in Greece, but they also stand out sightseeing trips or even the preference for nature trips, especially for Indians and Chinese. In particular, 32% of Americans, 35% of Canadians, 32% of Chinese, 32% of Indians and 30% of Australians prefer the beach. Sightseeing is preferred by 33% of Americans, 33% of Canadians, 23% of Chinese, 25% of Indians and 39% of Australians. Nature travel is preferred by 25% of Americans, 28% of Canadians, 38% of Chinese, 43% of Indians and 26% of Australians.

1 in 3 Americans (34%) prefer a trip longer than 7 days

Regarding the duration of the trip in the next 12 months, the preference is mainly for long or medium trips, with an indicative 1 in 3 Americans (34%) preferring a trip lasting more than 7 days, as well as more than 4 in 10 Canadians (43%) and from 6 in 10 Australians (62%).

How much money will they spend in Greece?

In terms of how much they are willing to spend on accommodation per night per person (including taxes), there is a long way down separating Indians from other nationalities. Specifically, 25% of Americans, 29% of Canadians, 33% of Australians, 55% of Chinese and 81% of Indians intend to spend up to US$110. From US$111 to US$180, 31% of Americans, 36% of Canadians, 25% of Australians, 31% of Chinese and 15% of Indians are expected to spend. Accordingly, over US$180, 38% of Americans, 24% of Canadians, 35% of Australians and 13% of Chinese intend to spend.