A new study by the Institute of the Hellenic Association of Tourism Enterprises (INSETE) highlights a significant development opportunity for Greek tourism: expanding appeal to long-haul markets outside Europe — particularly the United States, Canada, Australia, China, and India. Released in early 2026, the report — titled ‘Profile of Key Markets for Greek Tourism, Part B: Long-Haul Markets (USA, Canada, China, India, Australia)’ — examines traveler preferences, decision-making drivers, and projected travel intentions over the next 12 months.
Stronger Footing in North America and Oceania
Greece has solidified its position among travelers from Australia, Canada, and the U.S., where it ranks 12th in Australia (9% of respondents) and Canada (8%), and 13th in the U.S. (8%). These markets show clear preference for long-haul flights — defined as those exceeding six hours — and extended stays of at least five days, suggesting strong potential for Greece to become a more prominent destination for high-value, longer-duration travel.
Room to Grow in Asia
In contrast, Greece remains less visible in key Asian markets. It ranks 23rd in China (6% of respondents), up eight positions from 31st in 2025, and 37th in India (4%), down 11 places from 2025 — though the decline represents only a modest -1.6 percentage point drop. In both countries, top preferences remain overwhelmingly focused on regional destinations across Asia.
Strategic Implications
Collectively, these long-haul markets account for over 11% of total Greek tourism revenue. Their distinct travel behaviors — including longer stays, higher spending capacity, and different planning timelines — call for a tailored marketing and infrastructure strategy. The INSETE report underscores the need for Greece to adopt a differentiated approach to attract more visitors from China and India, while building on existing strengths in North America and Oceania.
Global Competition
Among Greece’s main European competitors — Italy, Spain, France, Portugal, Turkey, and Croatia — France leads in China and India, while Italy tops preferences in the U.S., Canada, and Australia. This competitive landscape reinforces the urgency for Greece to refine its positioning and outreach in long-haul markets.