In 2025, Greece continues to captivate tourists from around the world, including the US, UK, France, Canada, Germany, Italy, Australia, and beyond. Travelers are drawn to the country’s iconic beaches, which offer pristine, sun-soaked shores perfect for relaxation and adventure. Beyond its natural beauty, Greece is a treasure trove of cultural heritage, with ancient ruins, historic landmarks, and vibrant local traditions that attract visitors seeking both history and modernity. Additionally, Greece is making significant strides in eco-friendly travel, with an increasing focus on sustainability in its tourism offerings. This commitment to environmental responsibility, combined with its timeless allure, makes Greece a top choice for conscientious travelers in 2025.

Greece continues to be a leading travel destination for tourists from countries such as the United States, the United Kingdom, and France, drawing visitors with its renowned sun, pristine beaches, and rich cultural heritage. According to a recent survey conducted by Ipsos for Visa in the first quarter of 2025, Greece remains highly attractive, with nearly 1,500 travelers from these nations sharing insights about their travel plans.

The survey reveals that Athens and the Greek islands continue to top the list of preferred destinations, with nearly 90% of travelers finalizing their plans approximately a month before departure. Although travelers rely heavily on accommodation platforms and official hotel websites for information, newer tools like ChatGPT have emerged as significant resources for planning activities.

Key Insights from the Survey

The survey delves into the factors driving tourists to Greece and their planning habits:

Top Travel Motivations
For the majority of visitors, the allure of Greece’s beaches remains the top motivator, with 69% of respondents selecting it as their primary reason for visiting. Following closely are the cultural sites, which 65% of respondents cite as a major attraction. Among US tourists, there’s a noticeable interest in a broader range of activities, such as nightlife, theme parks, and musical performances, unlike their British and French counterparts, who focus more on cultural and leisure experiences.

Duration of Stay
Around 48% of all tourists plan a stay of 4 to 7 days, while the remaining visitors prefer to stay longer, with many planning trips extending beyond 8 days.

Peak Travel Periods
The “European summer” remains the most popular time to visit Greece, with each nationality having its preferred months:

• US tourists: July is the most favored month, selected by 21% of respondents.
• British tourists: May and June are preferred, with 17% opting for May and 27% for June.
• French tourists: September stands out as the top choice, with 20% of tourists selecting this month.

Multi-Destination Travel
Many travelers extend their European itineraries beyond Greece. Approximately 50% of tourists also plan to visit Italy, while 40% include Spain in their travel plans.

Top Greek Destinations
For visitors from different countries, the preferences for destinations within Greece are as follows:

• US tourists: Attica (41%), South Aegean (31%), and Crete (27%).
• British tourists: Ionian Islands (32%), South Aegean, and Attica (both 27%).
• French tourists: Attica (39%), Crete (35%), and South Aegean (30%).

Tourists’ Spending Habits in Greece
The expected expenses for tourists vary by nationality:

• US tourists: On average, US visitors plan to spend €3,040 per person, which represents nearly 13% of their income. This group is particularly inclined towards luxury tourism.
• British tourists: British tourists anticipate spending €1,900 on average, around 11% of their income, with 25% of them planning to increase their budget compared to the previous year.
• French tourists: French visitors estimate spending €2,550 per person, corresponding to 11% of their income.

Interest in Ecological Tourism
There is growing interest in eco-friendly tourism, with US tourists showing a stronger inclination toward sustainable options compared to their European counterparts. Approximately 30% of US tourists are willing to pay an additional 5% to 10% for environmentally friendly choices, such as eco-conscious activities or sustainable accommodations. Overall, about a third of all tourists consider sustainability a critical factor, especially regarding restaurants, transportation, and travel routes.

In 2025, tourists from the US, UK, France, Canada, Germany, Italy, Australia, and beyond are flocking to Greece for its iconic beaches, rich cultural heritage, and growing focus on eco-friendly travel options. These factors combine to make Greece a top choice for travelers seeking both beauty and sustainability.

Greece’s enduring appeal, combined with evolving traveler preferences, continues to shape its status as one of the most sought-after destinations in Europe, attracting a diverse group of international visitors each year.