Μake us preferred on Google Greece remains among Europe’s ten most popular destinations for the 2026–2027 winter season. A new European Travel Commission (ETC) survey ranks it seventh in Europeans’ travel preferences, with especially strong interest from British and French travelers.
The report, “Monitoring Sentiment for Intra-European Travel – Autumn & Winter 2026/2027,” surveyed 6,000 consumers in ten key European markets about their travel plans from October 2026 through March 2027.
Greece accounts for 4% of respondents’ picks for their next trip within Europe, tied with Austria and Portugal. France, Spain and Italy lead at 10% each, followed by Germany at 8% and the United Kingdom at 5%.
Greece’s showing in the UK and France matters most, since both have long been key sources of visitors. Among British respondents, 7% plan to visit Greece, placing it fourth behind Spain, France and Italy. French respondents also put it fourth, at 6%, after Italy, Spain and Portugal.
Wider trends also favor Greece. Southern and Mediterranean Europe remains the most popular region, drawing 53% of travelers, up from 52% a year earlier and 45% in 2024. That gives an advantage to destinations that combine a mild climate with culture, food and outdoor activities. Of those heading to the region, 25% want a beach vacation, 18% are looking for culture and historic sites, and 16% plan a city break.
Europeans are also turning to lesser-known places. Some 54% say they would rather go off the beaten path, up four points from last year. This could help tourism grow on the mainland, in smaller towns and in the mountains, so Greece relies less on its big islands and the summer months.
What is more, city breaks account for 19% of preferences, while cultural trips and beach vacations take 18% each. That mix could support new tourism offerings in Athens, Thessaloniki and other regions.
