Greece Keeps Pace With France and Other Major Destinations as Mediterranean Travel Appeal Holds Strong Amid European Slowdown

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Greece remained among the top destinations for autumn 2026 in Southern and Mediterranean Europe, despite lower interest from overseas markets in visiting Europe. According to the ETC Long-Haul Travel Barometer 3/2026, Greece was chosen by 15% of intended visitors to Southern/Mediterranean Europe. It ranked with France, Italy, Spain and Portugal, and was included in the regional rankings. In addition, 67% of respondents who planned a trip to Europe expressed an interest in visiting at least one of the Southern/Mediterranean destinations. The popularity of the region appears to remain relatively high, but it should not be overstated as preference indicators for actual visits.

Greece Remains Among Five Leading Mediterranean Destination Choices

A clear destination hierarchy was recorded in the September–December 2026 survey period. France was mentioned by 52% of respondents interested in Southern/Mediterranean Europe, followed by Italy at 35%, Spain at 25%, Portugal at 19% and Greece at 15%. Greece therefore remained visible within the group of five destinations presented, although its preference share was considerably below that of France. The percentages describe intended destinations among a particular group of prospective visitors. They do not measure national market shares, tourist arrivals or hotel occupancy. Nevertheless, the broader 67% regional interest demonstrates why Southern/Mediterranean Europe continues to feature prominently in autumn travel planning.

European Long-Haul Travel Intentions Weaken in Autumn 2026

A softer long-haul travel outlook was identified across Australia, Brazil, Canada, China, Japan, South Korea and the United States. Among respondents in these seven markets, 50% intended to make a long-haul journey between September and December 2026, compared with 55% a year earlier. Intentions to visit Europe also slipped, from 38% to 34%. However, Europe’s share of overall long-haul travel intentions remained broadly unchanged, because interest in long-distance travel generally had also declined. This distinction matters: the results suggest a wider cooling of travel plans, rather than a uniquely European collapse. No equivalent decline in completed visits was established by the survey.

Confirmed Flight Bookings Show Greater Commitment Among Europe-Bound Travellers

Despite lower stated intentions, the proportion of all survey respondents with confirmed flights to Europe remained stable at 17%. Within the smaller group already intending to visit Europe, 52% had secured flight bookings, up from 42% in the previous autumn. This points to a stronger booking commitment among those still planning a European trip. It does not mean that overall European visitor volumes increased, nor does it demonstrate any rise in reservations specifically for Greece. For destinations competing for international visitors, the distinction between casual interest and purchased travel is significant. A softer intentions survey can therefore coexist with stable confirmed bookings.

China and Brazil Lead Overseas Interest in European Holidays

Among the surveyed source markets, China recorded the highest intention to visit Europe, at 54%, followed by Brazil at 45%. South Korea was the only market to show an increase, moving from 33% to 36%, although the ETC reported that this change was not statistically significant. The figures describe interest in Europe as a whole; country-specific demand for Greece cannot be inferred from them. The 2026 survey also used a new respondent panel, an important consideration when comparing results with earlier years. Even so, the ETC indicated that its findings remained consistent with longer-term patterns in long-haul travel intentions.

First-Time Visitors and Multi-Country Itineraries Shape Demand

Europe is expected to attract substantial numbers of newcomers among those planning an autumn visit. 53% of prospective visitors said they would be travelling to the continent for the first time. The share was higher in China at 61% and the United States at 57%. Travel plans were also spread across national borders. 66% intended to visit at least two European countries, while 34% expected to stay in just one. The average itinerary included 2.7 countries. For Greece, the results highlight the relevance of being considered within wider European travel planning, but they do not establish how many multi-country itineraries will actually include Greece.

Longer Stays and Multiple Transport Options Feature in Travel Plans

For 58% of prospective Europe-bound visitors, the intended holiday duration was seven to 14 nights. Several transport options were also being considered for journeys between European countries. Low-cost airlines were cited by 45%, closely followed by full-service airlines at 44%. Rail remained important too, with 40% considering rail passes and 39% considering individual train tickets. These responses indicate transport preferences rather than tickets already purchased, and travellers may have considered more than one option. The results describe a market in which flight connections and overland travel can both influence how European itineraries are planned.

Affordability Continues to Restrict International Travel Decisions

Travel costs remained the largest stated obstacle to long-haul holidays, despite an easing of financial concerns compared with the previous year. Among respondents not planning a long-haul trip, 44% identified high costs as the main reason, a reduction of five percentage points. Among travellers choosing long-haul destinations outside Europe, 30% cited cost as a barrier to visiting the region, down 12 percentage points. These results suggest that affordability remains an important consideration even as the proportion discouraged by costs falls. The survey does not provide a Greece-specific breakdown of price concerns or explain individual decisions about flights, accommodation and activities.

Accommodation and Daily Budgets Lead Spending Priorities

For prospective European visitors, food and drinks were identified as a spending priority by 50%, while accommodation was selected by 47%. The largest daily-budget group, representing 37%, planned to spend €100–€200 per person per day. These figures provide useful context for the types of expenses travellers expect to prioritise. However, intended daily budgets should not be presented as actual expenditure, and the report does not establish what the same travellers would spend specifically in Greece. The prominence of food and accommodation nevertheless shows that essential holiday experiences sit near the centre of autumn trip planning.

Culture, Cities and Nature Support Mediterranean Travel Appeal

Despite a decrease in intentions to visit Europe, Greece is still among the preferred Mediterranean destinations. According to the ETC, 15% of potential southern/Mediterranean visitors are interested in Greece, while 67% of all Europe-bound travelers would like to visit the Mediterranean region despite the decrease in long-haul travel.

Of the respondents, 36% chose architecture/urban exploration and 36% natural scenery, followed by 32% gastronomy. As such, the list primarily reflects the appeal of Mediterranean tourism in general, not only Greece. The findings suggest a slightly disappointing outlook for Mediterranean tourism. While Greece is still on the radar of potential visitors, it is overshadowed by other European destinations, with France taking the lead. Therefore, with the caveat that the data concern the general perception of the Mediterranean, not only Greece, it can be said that the outlook for Greece is stable but not particularly strong. Overall, the situation for autumn 2026 is positive for the Mediterranean in general and Greece in particular, yet limited by the decrease in long-haul travel and the associated perception of high costs.