Greece continues to attract international visitors, with growing interest in its lesser-known destinations.
Greece maintains strong international appeal despite tensions in the Middle East, with growing interest in lesser-known destinations, according to the Greek National Tourism Organization (GNTO).
The feedback followed an online meeting between GNTO Secretary General Andreas Fiorentinos and the heads of the organization’s 14 international offices.
GNTO Secretary General Andreas Fiorentinos meets with heads of the organization’s international offices to assess tourism trends. Photo source: GNTO
During the meeting, officials discussed the impact of the war on the tourism market, with rising energy and fuel costs identified as the main concern, directly affecting the purchasing power of European travelers.
According to available data, the average European family appears more cautious when planning vacations, a trend linked to inflationary pressures. Particular attention was given to rising airline ticket prices, an issue highlighted as critical by nearly all markets.
Despite the uncertainty, officials noted growing interest in lesser-known Greek destinations as part of efforts to expand flight schedules, with strong momentum for destinations such as Halkidiki and the Ionian Islands.
“Greece continues to be a highly attractive destination, with stable demand and strong prospects for further growth despite international challenges,” Fiorentinos said.
In this context, Fiorentinos highlighted air connectivity as a key pillar of Greece’s tourism growth, alongside ongoing promotional efforts. As part of this strategy, five additional weekly flights to Crete will be introduced from June 6, while new schedules are also being launched for Kefalonia and the Peloponnese.
International performance
Expanded air connectivity continues to support tourism growth to Greece.
An overview of key international markets reveals mixed trends for Greece’s tourism sector, with strong demand in some regions and growing concerns influencing travel behavior in others.
The picture by market so far:
• America: January 2026 arrivals were up 37 percent, indicating further growth in tourism from the US and Canada, while airlines report increased occupancy on direct flights.
• Great Britain: The outlook remains positive, with major carriers expanding their 2026 flight schedules to Greece, particularly to lesser-known destinations. Demand for holidays remains strong, though concerns persist over the war’s impact on disposable income.
• Germany: German travelers are shifting away from long-haul destinations in favor of Europe. Greece remains particularly attractive as a safe option for family holidays, with a noticeable shift from war-affected regions.
• Italy: Italian travelers appear to be adopting a wait-and-see approach amid potential economic impacts. However, the safety, quality and timeless appeal of the Greek islands remain their top choice for the summer.
• France: The outlook is positive, supported by increased promotional activity and enhanced air connectivity, although a cautious approach to bookings is also noted.
• Austria: No cancellations have been observed; however, rising fuel prices are raising concerns in travel planning. A shift towards Greece is being observed.
• Poland: Demand remains stable with no cancellations, although strong price sensitivity is evident.
• Scandinavia: There are plans to strengthen travel flows to Greece, supported by new flights and a reallocation of capacity from other destinations.
• Australia: There is a positive outlook for Greece, with the main concern relating to transit through Middle East hubs.
• China: No major concerns have been reported, aside from rising ticket costs.
“Strengthening connectivity and targeted promotional actions will play a decisive role in maintaining this momentum,” the Secretary General said.
On the sidelines of the meeting, Fiorentinos issued specific guidelines to the Foreign Services, calling on them to monitor developments, strengthen communication with their respective markets, and further promote Greece as a safe and attractive destination.
Follow GTP Headlines on Google News to keep up to date with all the latest on tourism and travel in Greece.