Europeans Eye More Greek Vacations, but Sustainability Concerns Loom
Global travel is bouncing back, and Greece is poised for a surge in euro-traveling visitors in 2025.
New research from hospitality giant Accor reveals that 16% of Europeans plan to vacation in Greece next year, up from 13% in 2022. While Spain, Italy, and France remain top destinations, Greece captures the fourth spot on European travelers’ wish lists.
"More European travelers are expected to travel to Greece in 2025 compared to their respective intentions last year,” the study found. "16% of Europeans intend to travel to Greece in the new year – excluding trips within their own country – compared to a corresponding percentage of 13% who stated the same last year".
This trend reflects a broader European travel boom, with 80% of respondents planning to vacation within Europe in 2025. However, there’s a noticeable shift: interest in exploring destinations beyond Europe is rising. Regions like North America, Asia, and Africa are seeing significant increases in projected visitor numbers.
Affordability and Sustainability Dictate Travel Choices
The good news for the Greek tourism sector is that a majority of Europeans, over 50%, expect to spend more on travel in 2025.
Fueled by a rebounding economy, travelers in Poland, Germany, and Spain are leading the charge, with over 60% anticipating a bigger travel budget in the coming year.
Sustainable Travel Goes Mainstream
But the desire for carefree vacations is tempered by growing concerns about climate change and sustainable choices. A significant 73% of Europeans say these factors are important when choosing travel destinations, a marked increase from last year.
“While the survey shows continued optimism from European travelers, it also highlights the need for the travel industry to channel its growth sustainably," the report states.
Travelers are taking concrete steps to minimize their impact, such as reusing water bottles, taking shorter showers, and opting for local produce.
Overtourism a Growing Concern
The popularity boom, however, brings its own challenges: overtourism. Around 90% of respondents expressed concern about the negative consequences of overcrowding and plan to modify their travel choices accordingly. Traveling during off-peak seasons, choosing less crowded destinations, or even avoiding heavily-touristed spots are becoming increasingly common strategies.
The Evolving Work-Life Balance
The rise of "workations" — blending work and leisure — is also changing the travel landscape. Nearly 25% of Europeans anticipate taking at least one work-vacation abroad in 2025, up from 19% in the previous year.
Greece: A Mediterranean Destination Ready for Takeoff?
With its kaleidoscope of ancient history, breathtaking islands, and vibrant culture, Greece is well-positioned to capitalize on these evolving travel trends. If the tourism sector can successfully address sustainability concerns and manage the challenges of overtourism, Greece could see a significant rise in visitor numbers in the years to come.
