Greece is seeing an astonishing rise as a preferred destination in the Indian market, surpassing China for the first time, while maintaining a stable position among the top 15 choices for travelers from Australia, Canada, and the United States.
The encouraging data is drawn from the second part of the latest study by the Institute of the Greek Tourism Confederation (INSETE) on “The Profile of Key Markets for Greek Tourism,” which examines travel intentions from major long-haul, non-European markets—specifically the U.S., Canada, China, India, and Australia.
These markets contributed around 11% of Greece’s total inbound tourism revenue in 2019 and 2023. The study, which follows an earlier report on European markets, analyzes travel intentions over the next 12 months, consumer preferences of potential visitors, and the factors influencing their holiday decisions.
The findings are based on an online survey conducted by GlobalWebIndex (GWI) among 12,205 respondents aged 16–64, between January and February 2025.
The lowest intention to travel abroad in 2025 was recorded in the U.S. (57%), while the highest was in India (72.4%). Canada and Australia showed travel intentions of 69.5%, and China 59.5%.
A key characteristic of the Indian market is its high frequency of travel, with 13.8% of travelers planning five or more trips in 2025—compared to rates ranging from 4.2% in Australia to 9.9% in China.
As for holiday preferences, Indian travelers favor “nature trips” as their top choice, followed by “sun and sea” holidays—an area where Greek destinations are highly competitive.
When it comes to the type of holidays abroad, the most popular choices include sightseeing trips, beach and coastal resorts, city breaks, visits to friends and relatives, and walking or hiking holidays. Nature-focused trips are also significant, particularly among Indian and Chinese travelers.
Relaxation and enjoyment are the primary reasons for traveling abroad for 58.2% of Americans, 62.7% of Canadians, 51% of Indians, and 64.7% of Australians. Chinese tourists (42.3%) cite experiencing a new destination or culture as their main motivation, followed by relaxation and enjoyment at 38.8%.
Over 65% of Indian travelers and 73.5% of Australians opt for hotels and motels, while only 48.2% of Chinese travelers favor this option. Staying with friends or relatives and renting vacation homes are the next most popular choices.
