While Greece has remained consistently appealing to long-haul travelers from the United States, Australia, and Canada, the brand name “Greece” is rapidly becoming appealing to Chinese and Indian travelers, according to a report by INSETE.
As the report, titled: “Brand Greece: How attractive is Greece as a tourist destination? A comparison with competition in the Mediterranean Part B: Long haul Markets (USA, Canada, China, India, Australia)”, revealed, the Chinese and Indian markets are emerging as a dynamic source of travelers in 2025.
The findings demonstrate that the Greek brand has recorded a notable rise in interest from the Indian and Chinese markets, having gained spots on the list compared to the Mediterranean competition. The long-haul markets account for roughly 11% of the aggregate tourism revenues.
The report assesses that 2025 is expected to be a landmark year regarding arrivals and receipts from long-haul markets, as the figures until November 2025 are projected to surpass the whole of 2024.
Based on data from long-haul markets, Greece ranks 11th among preferred outbound destinations for Australians over the next 12 months, 12th for Canadians — slipping one position in both markets — and remains 13th in the United States.
Greece ranks lower among Indian travelers, placing 27th, but has climbed nine spots compared with 2024. It has also moved up three positions among Chinese travelers, ranking 29th.
However, the gaps separating Greece from higher-ranked destinations remain narrow. In the U.S. market, the difference in preference between Greece and countries one or two places above it is around 1.5 percentage points, while in Canada the gap is roughly one percentage point. In China, countries ranking up to seven places higher than Greece show a difference in preference of just one percentage point.
Compared with other Mediterranean destinations, Greece ranks third in preference among Australian travelers and fourth in the United States, Canada, China and India markets.
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