Greece has secured fourth place among Europe’s most popular summer travel destinations, behind only Spain, Italy, and France. According to the latest data from the European Travel Commission (ETC), Greece remains firmly in the top five countries chosen by Europeans for summer holidays.
The ETC’s quarterly survey, conducted in collaboration with analytics agency Mindhaus, showed that 6% of respondents picked Greece as their top priority for summer travel. This further strengthens Greece’s position among the most attractive destinations for European travelers. Spain leads with a 13% share, followed by Italy (10%) and France (8%). Germany rounds out the top five at 5%.
Interestingly, in 2025 there has been a shift in summer travel timing, with more people postponing their trips to August and September rather than the traditional June–July period. This trend may be driven by weather preferences as well as a desire to avoid peak-season prices and tourist crowds.
Surveying 4,675 respondents, the research found that more than half (55%) plan to travel to less popular destinations. This indicates growing interest in alternative European destinations offering authentic experiences and lower visitor density.
As for travel motivations, 30.1% of participants favor beach resorts with warm seas and sunny weather. Urban destinations come second (14.3%), followed by cultural tourism (13.9%) and nature tourism (16.7%), with the latter showing a 3% rise compared to last year.
Against a backdrop of economic uncertainty, the share of Europeans planning to take only one trip this year increased to 42%, up 6% from May 2024. Meanwhile, 53% intend to take two or three trips, which is 7% less than last year, signaling moderate financial caution.
Accommodation continues to account for the largest share of travel spending (32%), followed by food and dining (24%) and entertainment (16%). Transport expenses represent 11%, while spending on shopping and wellness activities remains minimal, highlighting the impact of inflation and reduced purchasing power.
Interestingly, despite cutting everyday costs, 22% of respondents plan to increase their travel budgets. Travel is the only spending category showing positive growth, as Europeans prioritize vacations even ahead of food, utilities, hygiene, and leisure — evidence that holidays are still seen as a psychological necessity during economic challenges.
Air travel remains the most preferred way to get around, with 53% choosing to fly, mainly for time savings. However, traveling by car is gaining ground: in March 2025, 32% selected this option, up from 24% the previous year.
Safety was cited as a key factor when choosing a travel destination, mentioned by 19% of respondents — a 3% increase from the previous year. Climate conditions ranked second, with 15% selecting destinations for pleasant weather, 16% prioritizing moderate temperatures, and another 15% actively checking forecasts to avoid extreme heat.
Affordability factors continue to play a crucial role: 14% of travelers look for good deals, while 10% focus on low daily expenses in their chosen destination. Altogether, price sensitivity influences 24% of European travelers, underlining its importance.
Finally, climate change awareness is increasingly affecting travel habits: 75% of tourists admitted they have changed their behavior at least once because of it. This is reflected in choosing milder climate zones, avoiding destinations with extreme temperature swings, and monitoring weather conditions more carefully before booking trips.
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