The travel intentions of tourists from the United States, the United Kingdom, and France who plan to visit Greece in 2025 are captured in a survey conducted by Ipsos on behalf of Visa in the first quarter of 2025, using a sample of 1,500 individuals.
As Nikos Petrakis, Country Manager of Visa in Greece, stated during a presentation of the survey’s key findings at an informational event, tourists are choosing Greece for its sunshine, sea, and cultural heritage. This is why Athens and the islands top their preferences.
According to Petrakis, nearly 9 out of 10 visitors plan their trip approximately one month before their arrival. Notably, while accommodation booking platforms remain the most popular source of information for travel destinations—along with official websites of hotels, services, and restaurants—ChatGPT is emerging as a new tool for planning activities, with travellers from all three countries making use of it.
“Visa is committed to promoting digital payments with the goal of improving the visitor experience in Greece. From the introduction of contactless payments on public transport across Athens and thirty other cities, to the installation of automated ticketing machines at major archaeological sites, we are implementing initiatives that facilitate travel in Greece and enhance accessibility. At the same time, we are working with the Ministry of Tourism to support strategic planning based on real data. As the season is already underway, our research with Ipsos aims to help the tourism sector better target visitors and offer personalised experiences. Our ultimate goal is to contribute to the upgrade of Greece’s tourism offering and support the Greek economy, as tourism is a vital component of growth,” Petrakis stated.
What the research showed
According to the survey results, beach moments (69%) are the top reason for choosing Greece, with even higher percentages among British (72%) and French (71%) respondents. Cultural site visits follow at 65%, with French travellers showing even greater interest (72%). Visitors from the US show interest in a broader range of activities compared to their French and British counterparts—among them nightlife, theme parks, and music events.
Almost half of the tourists visiting Greece (48%) take trips lasting 4–7 days, while a similar percentage stays for more than 8 days. Although the peak period is the “European summer,” timing preferences vary by country: tourists from the US favour July (21%), Britons tend to prefer May (17%) and June (27%), while French visitors mainly choose September (20%). Meanwhile, 5 in 10 tourists visiting Greece in 2025 also plan to visit Italy, and 4 in 10 plan to visit Spain as well.
Athens and the Greek islands remain top choices for travellers to the country. Among US visitors, Attica is the most popular destination (41%), followed by the South Aegean (31%) and Crete (27%). Britons show a preference for the Ionian Islands (32%), with the South Aegean and Attica tied at 27%. Similarly, French tourists choose Attica (39%), Crete (35%), and the South Aegean (30%).
Visitors from the US are expected to spend on average €3,040 per person on their trips to Greece this year, a figure that corresponds to about 13% of their annual income. British tourists, on the other hand, plan to spend €1,900 per person, or roughly 11% of their income, with 1 in 4 saying they intend to increase that amount compared to the previous year. French tourists plan to spend an average of €2,550 per person, which also represents 11% of their annual income. Luxury tourism is expected primarily among visitors from the US.
Physical cards remain the preferred payment method for most activities across all age groups. However, tourists from the UK and the US are expected to use cash more frequently for small expenses on public transport, in tourist shops, and at car parks. Despite the growing preference for contactless payments—with 7 in 10 tourists stating they will opt for them—about one-third are expected to use more cash during their trip compared to what they usually use in their home countries. Notably, nearly half of all visitors will use the same payment methods as they do at home. French tourists, in particular, are expected to use cash the least.
Nearly 9 out of 10 visitors plan their trip around a month before arrival. While accommodation booking platforms remain the most popular source of destination information, followed by official hotel, service, and restaurant websites, ChatGPT is emerging as a new source for activity planning. Travellers from the US lead in its use, while French tourists appear to use it less.
Ecotourism is more important to Americans compared to European tourists, who appreciate it but do not place it high on their list of priorities. It is notable that 30% of US visitors are willing to pay 5–10% more if their purchases, bookings, or activities are more environmentally friendly. Awareness around sustainability in tourism activities is “very important” for one-third of tourists, particularly regarding restaurants, transport, and tours.
Also read: Turkish tourists turn to Greek islands as prices soar at home
Source: ANA-MPA
