Austria, Italy, Poland, Romania, the United Kingdom, Switzerland, Denmark, the United States, Cyprus, and several other key tourism markets are powering a dramatic shift in global travel behavior for 2025, according to a new INSETE report. Representing over seventy-five percent of Greece’s tourism income in 2024, these nations are driving a surge in demand for value-packed beach holidays, climate-driven escapes, and cross-border experiences. With over twenty-eight and a half million airline seats projected for summer 2025—a five-point-three percent increase from the previous year—Greece is capitalizing on evolving preferences as more than half of surveyed travelers from these regions plan to take trips within the next six months. The findings also underscore how affordability, sunny weather, and social media influence are now stronger than ever in shaping tourist decisions, placing Greece firmly among the top Mediterranean destinations of choice.

INSETE Reveals Travel Trends Across Fourteen Key Markets Fueling Greece’s Tourism Boom in 2025

A newly commissioned study by INSETE has provided a data-rich look into the motivations, behavior, and future plans of travelers from fourteen crucial countries that collectively brought in over seventy-five percent of Greece’s tourist revenue in 2024. Conducted by the insights agency GWI, this deep-dive into international travel behavior doesn’t rely on guesswork—only verified, first-hand consumer data.

Respondents from Germany, the United Kingdom, the United States, France, Italy, the Netherlands, Poland, Belgium, Romania, Austria, Switzerland, Israel, Sweden, and Denmark participated in the research, offering a cross-section of what the modern traveler wants and where Greece fits into that picture.

While global headlines may be filled with economic concerns, the report’s takeaway is clear: sun-soaked, good-value vacations remain in high demand, and Greece’s reputation as a premier destination is stronger than ever.

Behavioral Insights: What’s Driving Tourists to Travel in 2025?

Travel behavior across Europe and the United States is undergoing a post-pandemic realignment. Flexibility, affordability, and climate considerations are dominating travel choices, according to the INSETE study. Respondents across the board expressed a clear interest in travel, both domestically and internationally, in the months ahead.

Nearly half of all participants indicated they plan to take a trip within the next three to six months. Enthusiasm is highest in Switzerland and Austria, where nearly sixty percent of respondents are ready to travel. Italy follows closely behind with fifty-seven percent, Sweden with fifty-five percent, and both Denmark and the UK at fifty-three percent.

At the lower end of the travel readiness scale are the US, Israel, and Poland—each hovering around forty-eight percent—while Romania sits in the middle at fifty percent. These variations are likely linked to local economic outlooks and recent political or regional developments.

Interestingly, travelers from countries like the US, France, Italy, Poland, and Romania prefer domestic holidays, reflecting strong national tourism offerings and cost-conscious behavior. In contrast, respondents from the Nordic and Western European nations continue to favor trips beyond their borders, often seeking new destinations in Southern Europe and the Mediterranean.

Why People Travel: Sunshine and Savings Over Luxury

The study emphasizes that most travel decisions are made based on three core factors: value for money, weather, and the opportunity to relax. Contrary to industry expectations, travelers aren’t prioritizing high-end amenities like luxury hotel gyms or bespoke concierge services. Instead, affordability paired with a sunny escape is what seals the deal.

Road trips, local explorations, cruises, and adventure getaways are also rising in popularity. However, beach resorts remain the number-one choice globally. Social media platforms, particularly TikTok and Instagram, have become key influencers in decision-making—helping travelers discover “trending” beach escapes or photo-worthy coastal towns.

For Greece, this trend works in its favor. The country remains one of the top five Mediterranean destinations for air arrivals, with significant popularity in markets like Israel, where Greece even outperforms rival destinations like Cyprus. The preference for Greek beaches, laid-back islands, and affordability continues to drive demand.

Economic Realities May Impact Future Travel Volumes

While the desire to travel remains robust, economic headwinds could change how far—or how often—travelers venture abroad. The European Commission projects that most EU economies will grow modestly in 2025, although some exceptions remain.

Denmark appears to be performing better than expected, with its economy showing resilience and consumer confidence. Meanwhile, Austria’s economy is expected to contract slightly, reflecting a cooling trend that may impact outbound tourism. The United Kingdom and the United States are also facing economic stagnation, with inflation, trade disputes, and political gridlock dampening consumer outlook.

Tensions between global superpowers such as the US and China, combined with transatlantic trade frictions between the US and the EU, are also adding pressure. These geopolitical developments may lead to higher prices on consumer goods and airline operations, thereby making foreign travel less accessible for middle-income travelers.

Despite these macroeconomic pressures, travelers appear determined to maintain their vacation habits—though destinations offering strong value, such as Greece, are likely to benefit the most in such an environment.

Greece’s Skyward Trajectory: Air Seats Increase for 2025

Perhaps the most reassuring figure for Greece’s tourism industry is the projection for airline capacity. The summer of 2025 is expected to offer twenty-eight and a half million air seats—a rise of five-point-three percent from the previous year.

The United Kingdom leads with 5.7 million seats, maintaining its position as a critical source market despite post-Brexit uncertainties and regional economic concerns. Germany comes in second with 4.8 million seats, underscoring its continued significance in fueling Greek tourism revenues. Combined, these two countries alone contribute over one-third of Greece’s total tourist spending.

This upward trend in seat availability not only reflects airline confidence but also suggests that Greece continues to be perceived as a safe, desirable, and competitively priced destination among European and transatlantic travelers.

Key Takeaways from the 2025 Travel Behavior Study

• Tourists are primarily motivated by good value, pleasant climate, and stress relief.
• Domestic travel dominates in markets such as the US, France, Italy, Poland, and Romania.
• Coastal escapes remain the top preference globally, with beach resorts beating out cultural and mountain holidays.
• Greece continues to hold a firm place among the top five Mediterranean air travel destinations.
• Airline capacity for Greece is expected to grow by over five percent, signaling another strong summer season.
• Economic uncertainty, inflation, and trade tensions may slow some markets, but affordable destinations will remain in high demand.

Final Word: Travel Smart, Stay Flexible

Austria, Italy, Poland, Romania, the UK, Switzerland, Denmark, the US, Cyprus, and other key markets are driving a powerful rebound in global tourism, with Greece set to welcome over twenty-eight and a half million air seats in 2025. INSETE’s report reveals that more than seventy-five percent of Greece’s travel income comes from these nations, driven by demand for affordable, sunny, beachside escapes.

As 2025 unfolds, it’s clear that tourism will continue to be shaped by a balance of wanderlust and economic reality. For travelers, flexibility will be key—along with a good deal and a bit of sunshine. And for Greece, the summer looks bright, provided it continues to offer the winning mix of charm, affordability, and accessibility.