Greek tourism continues to show resilience, even as rising energy costs and more expensive air travel put pressure on household budgets across Europe. Despite those headwinds, the Greek National Tourism Organization (GNTO), says demand for Greece as a travel destination remains solid.
That assessment emerged from a videoconference chaired by GNTO Secretary-General Andreas Fiorentinos with the heads of the organization’s 14 overseas offices. The meeting focused on the impact of the conflict in the Middle East on tourism trends and on the strategies needed to further strengthen Greece’s international appeal.
Officials said the main concern across nearly all markets is the rising cost of air travel, which is directly affecting consumers’ ability to plan holidays. At the same time, inflation has made the average European family more cautious about vacation spending, adding another layer of pressure to travel decisions.
Strong image and new routes support momentum
Even so, Greece continues to benefit from a positive image abroad. GNTO said interest is growing not only in the country’s established destinations, but also in lesser-known locations that are gaining visibility among international travelers.
Chalkidiki and the Ionian Islands stood out as areas with particular momentum. Meanwhile, expanded connectivity is expected to reinforce that trend. From June 6, five additional weekly flights to Crete will be introduced, while new routes to Kefalonia and the Peloponnese are also in the pipeline.
That combination of strong destination appeal and improving air access is helping Greece maintain its position in a more demanding travel environment.
Americas, UK and Germany point to continued demand
The market-by-market picture remains broadly encouraging. Arrivals from the Americas rose 37 percent in January 2026, while airlines reported higher load factors on direct flights, a sign of strengthening demand on transatlantic routes.
The UK market also remains positive, with major carriers expanding their Greece schedules. Even so, officials noted continuing concern over the effect of the war on disposable income and consumer spending.
Germany is also showing a notable shift. Travelers are increasingly moving away from long-haul destinations and turning toward Europe instead, with Greece seen as a safe option for family holidays. Officials also recorded a clear redirection of demand away from war-affected regions and toward Greece.
Greek tourism faces mixed trends as costs rise in other markets
Italian travelers are taking a wait-and-see approach as they assess the possible economic fallout from the current geopolitical situation. Even so, island destinations in Greece remain a leading choice for the summer season.
France is showing a positive outlook, supported by intensified promotional activity. In Scandinavia, tour operators are redirecting capacity toward Greece and adding new flights, underlining confidence in the market.
Australia is also posting positive sentiment, although transit connections through the Middle East remain the main concern. In China, officials reported no major issues beyond rising ticket prices.