An analysis of online and social media data for July–September 2025 reveals that Greece’s digital reputation took a hit during the summer, largely due to a series of natural disasters. According to the INSETE Institute, wildfires, earthquakes, severe storms that disrupted ferry routes, and flooding on Kefalonia and Zakynthos led to a significant drop in the country’s Net Sentiment Index (NSI)—a measure balancing positive and negative online mentions.

During the third quarter, Greece ranked near the bottom with an NSI of 15, and Athens slightly lower at 16, compared to Croatia (59), Portugal (37), Italy (36), and Spain (20). However, sentiment improved sharply in September as extreme weather subsided: Athens’ NSI rose to 37 and Greece’s to 34—closing in on Italy (40), surpassing Spain (31), and outpacing Portugal (18). Croatia remained the leader with a strong 62.

Culture and Hospitality Lead the Positives

Cultural discussions dominated online narratives, with over 33,000 mentions and a stellar NSI of 86. Hospitality (85) and gastronomy (77) also emerged as key strengths, underscoring Greece’s enduring appeal. Stories highlighting iconic sites such as the Acropolis and Meteora, along with local experiences—olive harvesting in the Peloponnese, wine tasting in Santorini, hiking in Crete’s Rouvas Gorge, or turtle-watching in Zakynthos—helped sustain Greece’s positive image among travelers seeking authenticity and local connection.

Environmental Concerns and Safety Issues Weigh In

Negative discussions—though fewer in number (10,633 mentions)—centered on environmental issues, yielding the lowest NSI score (55). Topics included wildfires in Crete and the Peloponnese, heatwaves that forced the temporary closure of the Acropolis, storm-related ferry disruptions, and flooding. Tensions between Israeli tourists and locals also contributed to the negative tone, drawing attention to safety and environmental management.

Tourist Satisfaction Remains Strong

Despite these challenges, Greece’s visitor satisfaction remained exceptionally high at 9.1, outpacing the European average (8.7) and competitors Croatia (9.0), Portugal (8.8), Italy (8.8), and Spain (8.7). Overall, the findings confirm Greece’s strong global competitiveness as a travel destination, even amid turbulent times.