Greek hoteliers confirm emerging trends highlighted in the latest study by the European Travel Commission (ETC), which reveals some interesting “veiled” messages regarding Greek tourism.

A rise in foreign bookings for June, contrasted with stagnation—or even a slight decrease—for July and August compared to last year, is being observed by industry insiders, according to Manolis Tsakalakis, president of the Rethymno Hotel Association.

“June is proving to be a very strong month, but the same cannot be said for July and August,” Tsakalakis told OT. He attributes this trend to pricing differences, noting that June is considered a “mid-season” month with lower prices than the peak months of July and August.

According to the ETC study “Monitoring Sentiment for Intra-European Travel,” which examines travel trends among European tourists, May and June have emerged as the most popular months for travel, favored by 40% of respondents, while 29% of Europeans plan to wait until July or August for their next trip.

Regarding Greek tourism, specifically, the country ranks among the top five preferred holiday destinations for Europeans. Spain holds the top spot with 6.5% of respondents choosing it, followed by Italy at 6.0%, France at 5.9%, and Greece securing fourth place for yet another year with 4.9%.

Economic uncertainty, the impacts of climate change leading to higher temperatures, and a growing preference for less crowded destinations are key factors influencing travel behavior.

The study showed there has been a slight drop (3%) in the number of Europeans willing to travel through September compared to last year. Moreover, travel to Southern and Mediterranean Europe appears to have declined by 8%, likely reflecting a shift in demand toward destinations with more stable weather conditions.