Visitors gather at the Acropolis in Athens, one of Greece’s most iconic landmarks and a key draw for long-haul travelers.
India and China are emerging as the most dynamic long-haul growth markets for Greece over the next 12 months, while the United States, Canada and Australia continue to provide a stable base of inbound demand, according to a new study by INSETE.
The research institute of the Greek Tourism Confederation (SETE) examined the attractiveness of the “Brand Greece” across five key long-haul markets – the US, Canada, China, India and Australia – which together accounted for approximately 11 percent of Greece’s inbound tourism revenue in 2024.
Compared to 2024, Greece maintained its position in the US market, slipped by one place in both Canada and Australia, but climbed nine positions in India and three in China. The findings reflect growing brand recognition in the two Asian markets, where air connectivity is being launched or strengthened.
“As recently highlighted by INSETE, increasing average per capita spending is directly linked to Greece’s strategic expansion into long-haul markets,” said INSETE Director General Elias Kikilias. “The latest findings confirm that the ‘Brand Greece’ maintains a strong presence in the US, Canada and Australia, while recording rapid gains in markets such as India and China.”
For travel intentions over the next 12 months, Greece ranks:
– 11th in Australia
– 12th in Canada
– 13th in the United States
– 27th in India (up nine positions year-on-year)
– 29th in China (up three positions)
IndiGo CEO Pieter Elbers marks the arrival of the inaugural Mumbai–Athens flight at Athens International Airport on January 23, 2026, as the airline became the first Indian carrier to operate direct services to Greece.
Notably, the preference gap between Greece and countries ranking just above it remains narrow. In the US market, the difference is around 1.5 percentage points, while in Canada it stands at approximately one percentage point. In China, countries ranking up to seven places higher than Greece show a margin of roughly one percentage point.
According to Kikilias, this positioning underscores both resilience and competitive pressure. “Under conditions of intensifying international competition – from established European destinations such as Italy, Spain and France, as well as from emerging non-European destinations – it is clear that the tourism ecosystem requires planning, effective destination governance and adequate infrastructure,” he said.
Positioning against Mediterranean competitors
The study also compares Greece’s performance against six Mediterranean competitors – Spain, Italy, France, Portugal, Croatia and Türkiye.
Among these destinations, Greece ranks:
– United States: 13th overall, behind Italy (5th), France (7th) and Spain (8th)
– Canada: 12th overall, behind Italy (4th), France (5th) and Spain (6th)
– China: 29th overall, behind Italy (13th), France (9th) and Spain (23rd)
– India: 27th overall, behind Italy (13th), France (12th) and Spain (21st)
– Australia: 11th overall, behind Italy (6th) and France (8th), but ahead of Spain (12th)
Within the Mediterranean comparison specifically, Greece ranks third in Australia and fourth in the US, Canada, China and India.
A US traveler at an airport terminal, reflecting the United States’ continued importance as a core long-haul market for Greece.
Kikilias stressed that a long-term, coordinated strategy is essential to fully capitalize on the growth potential of long-haul demand.
“Within a coherent and sustainable long-term strategy – based on closer public and private sector cooperation – the momentum of long-haul markets can be effectively leveraged to strengthen competitiveness and deliver lasting benefits to local communities,” he said.
The findings suggest that while traditional long-haul markets remain critical pillars, India and China represent Greece’s most significant growth opportunity in the year ahead.
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