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Tourists from the USA and Asia are increasingly choosing Greece for travel

In recent months, Greece has become one of the most talked-about destinations among long-haul travelers from the USA and Asia. The new surge of interest is confirmed by fresh data, according to which almost every seventh long-haul traveler chooses this country for vacation. What attracts guests from such distant corners of the world to Greece? What factors help the country maintain and strengthen this interest amid high competition?

Europe attracts travelers from distant countries

The tourism industry worldwide is witnessing recovery and growing demand for long-distance trips. According to the latest international study conducted by the European Travel Commission (ETC), about half of the surveyed residents of the USA, China, Australia, Brazil, Canada, Japan, and South Korea plan to travel outside their countries in the coming months.

Europe retains its status as one of the most desired regions for travel. According to the results of the Long-Haul Travel Barometer—a regular ETC study assessing travel sentiment in key long-haul markets—more than a third of surveyed travelers planning to go abroad choose one or more European countries.

For example, among Americans, the share of those intending to travel to Europe over the year has grown by 23% and reached 29%. In China, this figure is an impressive 69%, despite a slight decrease compared to last year. For tourists from Brazil, the share is 46%, and among Australians—37%. This dynamic reflects not only stabilization but also a new round of interest in European destinations, despite the challenges of international logistics and periodic restrictions.

Greece among the leaders of European destinations

Against the backdrop of growing interest in the Old World, Greece is confidently entering the ranks of the most popular countries among travelers from distant lands. In ETC rankings, the leading positions are held by France, Italy, Spain, Germany, the United Kingdom, Portugal, and Switzerland. However, Greece is already on par with these giants: 14% of long-haul travelers choosing Europe name it as their priority. This is a significant increase compared to last year, when the figure was 12%.

Comparing the dynamics, analysts note that Greece demonstrates one of the most stable growth rates in the region. Interest in the country exceeds the figures of such competing destinations as Austria or Turkey and outpaces more than thirty other European states. Such a result is explained by a combination of Greece’s traditional advantages—mild climate, rich history, developed tourism infrastructure—and modern flexibility in working with new markets.

Demand features: who and why chooses Greece

Let us take a closer look at the characteristics of demand for the Greek destination in the main markets. Among American tourists, not only is the number of trips growing, but also the interest in more diverse routes outside the traditional summer season. More than a quarter of US citizens planning long-haul trips prioritize Europe, and Greece is becoming one of the most desired points on the map. According to ETC experts, the price-quality ratio, as well as the cultural closeness of Greece and the USA (through the popularity of Mediterranean cuisine and historical ties), enhance the country’s attractiveness for Americans.

In China, Greece is perceived as a country with a unique cultural heritage and photogenic landscapes, ideally suited for family and individual tourism. The share of Chinese tourists targeting Europe reaches 69%, and many of them name Greece among their priority destinations thanks to the combination of safety, comfort, and the image of culture.

Brazilians pay attention to hospitality, the diversity of beach holidays, and event-based activities, while Australians are increasingly choosing Greece to combine the exploration of ancient history with modern resort life. Why is this country becoming more and more desirable? According to the head of the Greek tourism organization, the increased interest is the result of a comprehensive marketing strategy, enhanced air connectivity, and flexibility in adapting to new traveler demands.

Economic effect for Greece

The increase in the flow of foreign tourists brings Greece tangible economic dividends. Since the beginning of the year alone, more than 903,900 tourists from the USA have visited the country, which is 25.3% more than a year earlier. The growth in spending is especially noticeable: in July, travelers spent 15.1% more money compared to the same period last year. According to the National Bank of Greece, receipts from American tourists for the seven months of 2023 reached 954 million euros, confirming the growing role of long-haul markets for the economy.

It is not only about spending on hotels and sightseeing. Greece offers a wide variety of entertainment, ranging from clubs and restaurants to land-based casinos. Their popularity remains high despite the growth of the iGaming industry.

According to statistics, most gambling enthusiasts do so online. This is evidenced by data from thematic review sites that we studied in preparing the article. On iplbettingapps.net we found information about apps for betting on IPL. And in many such apps there are thousands of gambling entertainments. The ability to have all this right on your phone attracts millions. However, this cannot replace the atmosphere of real casinos. Therefore, Greek land-based establishments are still successful. And not only in Greece.

Today, the tourism industry gives the country up to 20% of GDP, providing jobs, contributing to regional development and infrastructure modernization. The influx of guests from the USA and Asia helps Greece reduce its dependence on nearby markets and smooth out seasonal fluctuations in demand, which is especially important in conditions of global instability.

Challenges and prospects

However, the development dynamics are also accompanied by certain challenges. Among them are possible fluctuations in demand due to geopolitics, restrictions on air travel, visa and transport issues. According to experts, the prospects remain positive, especially in the segments of premium and cultural tourism, as well as event-based activities and excursions outside the peak season.

European competitors—France, Italy, Spain—continue to invest in promoting their destinations. However, ETC analysts note: the steady growth in the number of travelers from the USA and Asia may become the key to Greece’s long-term leadership in the long-haul tourism market. Whether the Greek destination will remain just as attractive for American and Asian guests in the future will be shown by the next wave of research.

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