The US and Australia are the two distant countries where Greece ranks relatively high in the preferences of potential travelers as a destination: It ranks 10th in preferences for traveling abroad in the next 12 months by Australians, 13th by Americans, 32nd by Chinese and 36th by Indians.
Compared to 2023, Greece fell seven places in the Chinese market and 11 places in the Indian market, but rose one place in the US market. However, the difference between Greece and the countries that are one or two places ahead in the US market is very small, around one percentage point. This is the result of the latest study by the Institute of the Greek Tourism Confederation (INSETE) on “Brand Greece: How Attractive Is Greece as a Tourism Destination – Comparison with Competing Mediterranean Destinations.”
In relation to competing Mediterranean destinations (Spain, Italy, France, Portugal, Croatia, Turkey), Greece is third in preference in the Australian market, fourth in the US and China and fifth in India. In the US market, Italy is in fourth place, France is seventh, Spain ranks ninth and Greece 13th.
The research on which the study is based was conducted by the GWI company in two phases in 2024 and two phases in 2023. The subject of the study is the preferences of visitors regarding potential destinations in the next 12 months, covering the summer months that are crucial for Greek tourism.
Major American airlines, as well as companies from third countries, noting the strong demand in the US for travel to Greece, have decided to drastically strengthen their flight schedules during 2025. As a result, Greece will have the most direct air connections with the US in history this year. This is almost twice as many as five years ago, which is also reflected in the large increase in arrivals and receipts from America.
This year, during the peak summer season, the direct connections to the US that airlines have scheduled on a weekly basis number 103 flights, up from 82 last year and 46 in 2019. In addition, these flights now depart from nine different airports compared to seven last year and four in 2019. At the same time, however, the period during which these flights are scheduled is also increasing, which five years ago was limited only to peak season.