Tourist Behavior Changes

Greece has one of the largest increases in international arrivals in Europe compared to 2019. It also seems to be benefiting from new trends shaped by climate change and technology , while it is also competitive in terms of pricing compared to its older competitors, such as Turkey . In fact, a large part of German visitors, for example, are now choosing Greece instead of Turkey. These are some of the findings of the European Travel Commission (ETC) quarterly report “European Tourism: Trends & Prospects” . The country’s performance is indeed at the top of the relevant ranking. Specifically, international arrivals in Greece by mid-2025 had increased by 22.4% compared to 14.9% in Spain, 20.4% in Portugal and 13.5% in Italy. In fact, the only European countries showing greater growth than Greece are two small markets, Serbia and Malta with 30.3% and 45% respectively.

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