Greece has risen one place in the preferences of European tourists and is now in fourth place for 75% of the Old Continent’s citizens wanting to travel in the coming months, up six percentage points from last year.
Importantly, Greece ranks first in Europe for inbound tourist spending growth in the first half of 2024, according to the European Travel Commission’s (ETC) latest rolling survey, “Monitoring Sentiments on Intra-European Travel – 19th edition.”
Travel spending increased by 25% in Greece and Spain, 20% in Italy and 16% in France. Meanwhile, all Mediterranean destinations are at the top of the list for European travellers as holidaymakers opt for trips to sunny beaches. The survey revealed a notable increase in European travel interest in the period between June and November 2024. This rise is mainly driven by a strong desire to travel among Spanish, Italian and British travellers. In all three countries, eight in ten respondents indicated their intention to travel during this period. The survey also revealed that 36% of Europeans are planning at least one trip in the coming months, an increase of 6% compared to last year. A further 33% are planning a second trip, while only 24% are planning three or more trips.
With summer in full swing, demand for Mediterranean destinations is at its peak, with most European travellers (45%) choosing warmer locations for their next holiday. Interest in Southern Europe remains stable compared to 2023, but is down 10% from 2022 (Greece is not). Meanwhile, destinations in the West (18%) and North (13%) continue to see strong demand. Spain and Italy are the top choices, preferred by 8% of respondents each, followed by France at 7% and Greece at 6%. This is due in part to travellers’ consistent preference for sun and sea trips, with 19% choosing this type of holiday in the next six months. Other travellers opted for culture and heritage holidays (17%), nature and outdoor excursions (14%) and city breaks (13%).
The most important factor when travelers choose a holiday destination is the perception of the destination’s safety (16%), followed by pleasant weather (13%), opportunity (11%), friendly locals and stable temperatures (both 8%).
