Greek tourism remained resilient, as Greece’s National Tourism Organization (GNTO) said overall demand for the country as a travel destination remains solid, despite rising energy costs and airfare prices weighing on European household budgets.
GNTO Secretary-General Andreas Fiorentinos convened a videoconference with the heads of the organization’s 14 overseas offices to assess the impact of the Middle East conflict on tourism trends and outline strategies for further developing Greece’s international appeal.
Officials said the principal concern across nearly all markets is the rising cost of air travel, which is directly affecting consumers’ ability to plan holidays. Inflationary pressures have made the average European family more cautious about vacation spending, the briefing found.
Despite those headwinds, GNTO said Greece’s overall image remains positive, with growing interest in lesser-known destinations. Chalkidiki and the Ionian Islands were singled out as areas of particular momentum. From June 6, five additional weekly flights to Crete will be added, with new routes to Kefalonia and the Peloponnese also in the pipeline.
Market-by-Market Snapshot
Arrivals from the Americas rose 37% in January 2026, with airlines reporting higher load factors on direct flights. The United Kingdom market remains positive, with major carriers expanding their Greece schedules, though concerns persist over the war’s impact on disposable income. German travelers are increasingly redirecting from long-haul destinations to Europe, with Greece seen as a safe option for family holidays, and a clear shift is being recorded from war-affected regions toward Greece.
Italian travelers are adopting a wait-and-see posture ahead of potential economic fallout, though island Greece remains a top summer choice.
France shows a positive outlook with stepped-up promotional activity. Scandinavian operators are redirecting capacity toward Greece with new flights, and Australia’s market shows positive sentiment, with transit connections through the Middle East cited as the main concern. China reports no significant issues beyond ticket price increases.
