Tourists from the UK, US, and France are reshaping Greece’s travel landscape by extending their visits beyond the traditional August peak season, opting instead for less crowded and more serene months. This shift is fueling a remarkable surge in high-spending tourism, as affluent and discerning travelers seek premium experiences during Greece’s scenic shoulder months. By avoiding the overcrowded summer rush, these visitors not only enjoy a more exclusive and relaxed holiday but also significantly boost Greece’s tourism economy through longer stays and increased expenditure. This evolving trend highlights the growing importance of diversified travel windows and luxury offerings in sustaining Greece’s position as a top global destination.

Extended Travel Seasons and Spending Patterns of US, UK, and French Tourists Visiting Greece in 2025

Greece continues to be a favored destination for tourists from the United States, the United Kingdom, and France, especially during the warmer months of the year. However, this year, travelers from these countries seem to be avoiding the traditionally busiest month of August, signaling a shift toward a more extended and diversified travel season. This evolving trend reflects changing preferences among some of Greece’s most lucrative markets, as revealed in a comprehensive study by Ipsos commissioned by Visa.

Seasonal Preferences Vary by Nationality

Although the overall peak travel season for Greece remains the European summer, the specific months travelers choose to visit differ notably depending on their country of origin. According to the survey data, American tourists are more likely to visit in July, with 21 percent indicating this as their preferred month. In contrast, British visitors tend to arrive earlier, favoring the months of May (17 percent) and June (27 percent). French travelers, meanwhile, predominantly choose to visit Greece in September, with 20 percent citing this as their favored time.

This distribution shows a broader trend of lengthening the tourism season, reducing the overcrowding during peak months such as August and spreading demand more evenly throughout the warmer period. Such a pattern could benefit Greece’s tourism infrastructure by balancing visitor flow and potentially increasing average stays and spending.

Higher Spending Power of US, UK, and French Tourists

One of the most notable insights from the study is the significant spending power of tourists from these three countries compared to the average traveler. Visitors from the United States are expected to spend on average approximately 3,040 euros per person per visit, the highest among the group. British tourists follow with an average spend of around 1,900 euros, while French visitors allocate about 2,550 euros during their trips.

These figures substantially exceed the overall average per capita expenditure by all tourists visiting Greece, highlighting the importance of these markets for the Greek tourism economy. Their high spending patterns reflect preferences for quality accommodation, dining, shopping, and cultural experiences, making them valuable targets for tourism marketing and service development.

Planning Behavior and Information Sources

Most travelers from the US, UK, and France tend to finalize their trip arrangements relatively close to their travel dates. The survey shows that nearly nine out of ten visitors plan their trips approximately one month before arriving in Greece. This last-minute planning trend suggests that timely and accessible information plays a crucial role in influencing travel decisions.

When it comes to gathering information, accommodation booking platforms remain the most widely used sources for tourists researching where to stay. Official websites of hotels, services, and restaurants also play a key role. Interestingly, new digital tools such as ChatGPT are gaining traction as emerging resources that travelers use for planning activities, finding recommendations, and answering queries, marking a shift toward more interactive and AI-driven travel planning.

Core Attractions: Sun, Sea, and Culture

The quintessential image of Greece as a destination for sun and sea vacations remains dominant in visitors’ minds. According to the survey, the primary tourism product purchased by travelers from these countries is the classic “sun and sea” experience. Beach time ranks as the most important reason for choosing Greece, with 69 percent of respondents identifying it as a key motivator.

British and French tourists show even stronger preferences for beach holidays, with 72 percent and 71 percent respectively naming beach relaxation as their top activity during their stay. Beyond the beaches, cultural tourism plays an equally important role. Visiting historical and archaeological sites is a major interest, with 65 percent of all surveyed tourists including this among their activities. French travelers, in particular, demonstrate heightened enthusiasm for cultural visits, with 72 percent prioritizing these experiences.

Length of Stay and Travel Patterns

When examining the duration of visits, the survey finds an even split among tourists from these markets. Roughly half plan trips lasting between four and seven days, allowing for a focused yet fulfilling exploration of Greek destinations. The remaining half choose to extend their stay beyond eight days, often to savor a more relaxed pace or visit multiple regions within Greece.

Such variations in travel length suggest a healthy mix of short vacations and longer holidays, catering to different traveler needs and allowing businesses across the tourism sector to tailor their offerings accordingly.

Preferred Destinations within Greece

The destinations favored by visitors from the US, UK, and France reflect both well-known hubs and a variety of island experiences. Among American tourists, Attica—home to Athens and its surrounding region—is the top choice, attracting 41 percent of US visitors. This is followed by the South Aegean islands at 31 percent and Crete with 27 percent, indicating a strong interest in both the cultural richness of the capital and the allure of Greece’s famed islands.

British travelers show a distinct preference for the Ionian Islands, with 32 percent naming this cluster of islands as their favored destination. These islands are known for their lush landscapes and quieter beaches compared to the more bustling Aegean. On the other hand, French tourists tend to gravitate toward Athens as well, with 39 percent choosing the capital city, underlining their keen interest in cultural and historical tourism.

Tourists from the UK, US, and France are driving a powerful shift in Greece’s tourism by choosing less crowded months outside August, boosting luxury travel and spending. This trend is extending the travel season and elevating Greece’s appeal as a premium destination.

This year’s survey highlights evolving travel patterns among some of Greece’s most valuable tourist groups, with US, UK, and French travelers extending their season preferences beyond the traditional summer months and demonstrating strong spending power. As Greece continues to position itself as a top global destination, understanding these nuanced traveler behaviors will be essential for stakeholders aiming to maximize the country’s appeal and economic benefit. With a blend of sun, sea, and cultural experiences, Greece remains well-placed to attract discerning tourists seeking both relaxation and enrichment.