France Joins United States, Italy, Australia, Canada, Turkey, Spain and More as Greece Sees an Unprecedented Surge in Long-Haul Tourism, Particularly in the Emerging Markets of India and China

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Greece is experiencing an unprecedented surge in long-haul tourism, with countries like the United States, Italy, Australia, Canada, Turkey, and Spain continuing to contribute to the growth. However, the most remarkable shift has come from emerging markets, particularly India and China, which are now playing a pivotal role in Greece’s tourism expansion. As these nations experience growing economic power and an increasingly affluent middle class, they are driving a new wave of travelers to Greece, eager to explore its rich cultural heritage and stunning landscapes. This surge is further fueled by increased direct flight connections and targeted marketing campaigns, positioning Greece as a top global destination and boosting its tourism revenues.

A recent study by INSETE, titled “Brand Greece: How Attractive is Greece as a Tourist Destination? Comparison with Competing Mediterranean Destinations – Part B: Long-Haul Markets,” provides an in-depth look at Greece’s appeal in five key long-haul markets: the USA, China, India, Canada, and Australia. These markets are critical for Greece’s tourism, as they contributed approximately 11% of the country’s inbound tourism revenue in 2024. The first part of the study focused on European markets, and the second part now highlights the prospects for Greece in these long-haul regions.

According to the study, Greece’s tourism from the USA, Canada, and Australia has remained stable, with these countries forming a solid base for inbound tourism from non-European destinations. However, the standout markets for growth are India and China. Over the next year, Greece’s brand is expected to see rapid recognition in both countries, with projections indicating strong growth in travel interest. The brand “Greece” gained substantial recognition in 2025, especially in India and China, which are showing the fastest rate of increase in rankings for future travel destinations.

In terms of market positioning, Greece held its ground in the US market, maintaining its rank. However, it fell one position in both the Canadian and Australian markets. The good news is that Greece has gained significant traction in India and China, climbing nine places in India and three places in China compared to 2024. This growth reflects the strengthening of air connections between Greece and these countries. New routes and increased frequencies are contributing to better connectivity, helping boost tourism and increase the visibility of Greece as a desirable travel destination.

In the rankings for the next 12 months, Greece ranked 11th in preference for Australian travelers, 12th for Canadians, and 13th for Americans. This shows that Greece continues to maintain a strong presence in these markets, despite some minor shifts in rank. Notably, Greece made impressive strides in India, where it climbed to 27th place, up by nine spots from the previous year, and in China, where it rose to 29th, up by three places. Although the differences in preference between Greece and countries ranked just ahead are relatively small—approximately 1.5 percentage points in the US market and 1 percentage point in the Canadian market—this progress suggests a growing demand for Greece as a tourism destination.

Looking at the bigger picture, the year 2025 is expected to be a pivotal year for Greece’s tourism, with both tourism revenues and arrivals surpassing those of 2024. This is due in part to the increasing willingness of residents from key markets to travel abroad. As travelers become more open to international vacations, Greece is positioned to capitalize on this trend, particularly in the key summer months that are crucial for Greek tourism.

In terms of travel preferences over the next 12 months, Greece’s ranking compared to other Mediterranean destinations is also noteworthy. Among six key Mediterranean competitors—Spain, Italy, France, Portugal, Croatia, and Turkey—Greece maintains a strong position. It is ranked third in Australia and fourth in the US, Canada, China, and India. These results indicate that Greece is not only competing successfully within its regional peers but also stands out as a key destination for long-haul travelers.

The study also highlights Greece’s relative position compared to other Mediterranean countries, including Spain, Italy, France, Portugal, Croatia, and Turkey, in terms of traveler preferences. For example, in the US market for 2025, Greece ranks 13th, just behind Italy (5th), France (7th), and Spain (8th). In Canada, Greece is ranked 12th, following Italy (4th), France (5th), and Spain (6th). Meanwhile, Greece ranks 29th in China, trailing Italy (13th), France (9th), and Spain (23rd). In the Indian market, Greece occupies 27th place, behind Italy (13th), France (12th), and Spain (21st). Lastly, in Australia, Greece holds 11th place, coming after Italy (6th), France (8th), and Spain (12th).

While Greece faces strong competition from these other Mediterranean destinations, the country’s brand has proven to be a valuable asset. Greece’s competitive edge comes from its ability to attract long-haul travelers who may combine their visit to Greece with another Mediterranean destination. This combination of strong brand appeal and the increasing interest in the broader Mediterranean region makes Greece a prime destination for travelers looking to explore multiple countries in one trip.

The study underlines the growing recognition of Greece in India and China, two emerging markets that present significant growth opportunities for the country’s tourism sector. As Greece strengthens its air connections and continues to enhance its presence in these markets, it is likely to see even further increases in tourism from these regions in the years ahead. The findings suggest that Greece’s brand recognition and competitiveness in the global tourism landscape are set to grow, making it a prominent destination for both long-haul and regional travelers.

Greece is witnessing an exceptional surge in long-haul tourism, with France joining the ranks of countries like the United States, Canada, and Italy. This growth is largely driven by the rising demand from emerging markets, particularly India and China, as their expanding economies and affluent middle class fuel an increasing interest in Greece’s rich cultural offerings and natural beauty.

the INSETE study highlights the positive trajectory of Greece’s tourism industry, particularly in long-haul markets. While Greece maintains a solid foundation in traditional markets like the USA, Canada, and Australia, the most notable growth is expected to come from India and China. This growth is driven by enhanced connectivity, the increasing recognition of the “Greece” brand, and the growing global interest in the Mediterranean as a key travel destination. As Greece continues to build on its competitive strengths, it is poised to remain a top contender in the international tourism market, attracting travelers from all over the world.