Greece tourism demand stays strong despite regional crises

European travelers are shifting their holiday plans to southern Europe, keeping Greece among the continent’s top five destinations. Despite persistent inflation and geopolitical uncertainty, nearly eight in ten Europeans intend to travel within the next six months, with 61% favouring southern locations. Greece benefits from the classic sun‑sea offering and strong air connectivity, supporting a robust tourism balance and tax revenue.

Greek tourism appears resilient to the fallout from the Middle‑East conflict. A National Bank of Greece study projects modest growth for 2026, expecting a 3 % rise in sales after a 4.5 % increase in 2025, alongside a 3.6 % rise in airline flights during the summer months. While higher oil prices have raised air‑transport costs and pressured budgets, the sector’s reliance on European markets (about 90 % of overnight stays) and its emphasis on the sun‑sea product have cushioned demand. The studies highlight the importance of managing aviation‑related risks in future tourism policy.

Greek residents’ outbound spending also climbed, with 2025 travel expenditures reaching €3.3 billion – a 19 % increase – and travel to Euro‑zone countries growing fastest. Meanwhile, a historic memorandum of understanding between Greece and the United Kingdom was signed in London, establishing a framework for cooperation on sustainable tourism, innovation, investment and training, underscoring the UK’s status as Greece’s top source market.

A conference in Rhodes organised by the Dodecanese Tourist Offices will examine how the industry can sustain resilience amid economic, energy, pandemic and climate challenges, presenting a new edition of a study on tourism resilience from 2015‑2023.