Greece’s Strategic Rise in Long-Haul Travel: Strong Growth in India, US and Australia Shows

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Tourism in Greece continues to soar, with India emerging as a key growth market for 2025, according to the latest data from INSETE, the Greek Tourism Research and Forecasting Institute. The study, titled “Brand Greece: How Attractive Is Greece as a Tourist Destination?”, highlights the rapid rise of Indian travelers visiting Greece, while also noting stable growth from the United States and Australia — two of Greece’s most established tourism markets.

In 2025, Greece’s position in long-haul tourism continues to improve, with strong competition from other Mediterranean destinations like Italy and Spain, but India’s newfound interest in Greek culture, history, and beaches has become a key focus for Greek tourism. INSETE reports that Greece has experienced a 9-place rise in the Indian market compared to 2024, marking a significant uptick in interest from this dynamic market.

Greece’s Growing Popularity in India and Stable Demand in US and Australia: Key Findings of INSETE Study

The INSETE study also delves into how Greece’s brand continues to be attractive, particularly in India, where it now ranks 27th in traveler preference — a significant improvement from 2024. This rise is largely driven by increased awareness of Greece’s cultural heritage and its appeal as a tourist hub for leisure, cultural, and adventure tourism. Travelers from India are particularly interested in the country’s historical sites, beaches, and local cuisine, with many opting to combine a cultural tour with relaxation on Greece’s iconic islands.

However, in the United States and Australia, while demand remains strong, the study shows that Greece’s ranking has remained stable at 13th in the U.S. and 11th in Australia. Although the rankings have not dropped, the slight decrease in preference for Greece in these two countries signals a growing competition from emerging destinations in Asia and the Americas, which have begun to capture more attention from American and Australian travelers.

Tourism Growth in India: Greece’s Rising Appeal Among Long-Haul Travelers

One of the most interesting findings from the INSETE study is the rapid growth in India’s tourism sector, particularly towards Greece. In addition to the rise in rankings, Indian visitor numbers have increased, driven by greater air connectivity and marketing efforts targeting high-income travelers. The Indian market has witnessed a surge in outbound travel, with more Indians seeking international experiences, particularly in Europe. According to the study, Indian travelers are increasingly choosing Greece for its rich history, affordable luxury, and wellness tourism, making it a prime destination for both culture enthusiasts and those seeking a relaxing holiday.

This growing interest aligns with global trends, where the Indian middle class is expanding rapidly, and more people are able to afford international travel. With India’s tourism sector seeing a consistent upward trajectory, Greece’s efforts to position itself as an accessible yet luxurious European destination for Indian tourists are paying off.

How Greece Is Competing with Spain, Italy, and France in the Long-Haul Travel Market

While Greece has experienced growth in the Indian market, it continues to face significant competition from Spain, Italy, and France, which are also major players in the Mediterranean tourism sector. According to INSETE, Greece ranks 4th in the U.S., 12th in Canada, 29th in China, and 11th in Australia for tourist preference.

This highlights the ongoing rivalry in attracting tourists from key long-haul markets, with Italy, Spain, and France often ranking higher. However, Greece stands out for its unique offerings, such as historical landmarks like Athens, Santorini’s sunset views, Meteora’s rock monasteries, and diverse island experiences. In terms of luxury travel, Greece is gaining ground with its affordable, high-end experiences, making it a preferred destination for both high-income travelers and families.

Greece’s Tourism Strategy: Strengthening Global Appeal in 2026 and Beyond

Greece’s tourism strategy for 2026 and beyond is focused on expanding its brand visibility, particularly in emerging markets like India and China. By leveraging digital marketing, including social media campaigns targeting young travelers, and enhancing air connectivity with India, Greece aims to maintain its competitive edge in the international tourism arena. Partnerships with airlines like Emirates and Air India have already started to increase visitor numbers from India.

In response to competition, Greece is also strengthening its luxury and eco-tourism offerings, positioning itself as a premium destination for affluent travelers. The country’s investment in sustainable tourism practices, including eco-friendly accommodations and green travel initiatives, ensures that Greece remains attractive to today’s conscious consumers.

The Impact of Increased Air Connectivity and Strategic Marketing on Greece’s Tourism Success

Improved air connectivity from markets such as India, China, and the U.S. is playing a key role in Greece’s tourism boom. With direct flights from major cities like Mumbai, Delhi, New York, and London, Greek destinations are now more accessible than ever. The introduction of new routes and affordable airline options has lowered the barrier to travel, making Greece an increasingly popular option for international tourists.

The country’s marketing campaigns, particularly the #ThisIsGreece initiative, have also resonated with travelers globally, enhancing Greece’s reputation as an affordable yet luxurious destination for cultural and adventure tourism.

Conclusion: Greece’s Ongoing Tourism Success and Future Outlook

As Greece continues to thrive as a premier destination for long-haul travelers, its increasing popularity in India and stable performance in the U.S. and Australia point to sustained growth in the coming years. The country’s commitment to expanding its tourism infrastructure, improving flight routes, and implementing targeted marketing strategies positions it well to continue leading the Mediterranean tourism market. With India becoming one of Greece’s fastest-growing markets and Europe continuing to generate strong visitor numbers, Greece’s tourism sector is set for another successful year in 2026.