Americans and Canadians are increasingly prepared to fly farther, stay longer and spend more on international travel, while Australia remains one of Greece’s most established and promising long-haul markets.

Greece’s next phase of tourism growth may depend less on attracting still more short-haul European visitors and more on strengthening its position in distant markets, particularly the United States, Canada and Australia.

A new study by the Institute of the Greek Tourism Confederation, known as INSETE, examines travel intentions and consumer behavior in five major long-haul markets: the United States, Canada, China, India and Australia.

Together, those countries accounted for at least 11 percent of Greece’s inbound tourism revenue in 2025, according to the study. The findings suggest that long-haul travelers offer Greece an opportunity to attract visitors who stay longer, plan earlier and combine several experiences during a single trip.

The report, prepared by Aris Ikkos and Giannina Rasouli, is based on online research conducted by GWI during January and February 2026. It surveyed 12,155 consumers, including 3,530 in the United States, 1,053 in Canada and 1,000 in Australia. The results were weighted to reflect the population of internet users in each country by factors including age, sex and education.

The survey measures travel intentions rather than confirmed reservations. Its significance, however, lies in identifying what travelers in each market are seeking, how far they are willing to travel and where Greece currently stands among the destinations they are considering.

Americans Are Traveling Farther—and Planning Early

Among American respondents, 54 percent said they intended to take an international vacation during the following 12 months, while 51 percent had already begun planning a trip.

Greece was selected by 8 percent of Americans considering an overseas holiday, placing it 13th among the destinations measured by the survey.

Italy remained the leading Mediterranean choice for American travelers, followed by France and Spain. Greece ranked fourth among the major Mediterranean destinations included in the study, indicating that it already has strong recognition in the United States but still trails its principal European competitors.

The American market is particularly important because of both its size and the economic value of its visitors.

Bank of Greece data show that approximately 1.55 million travelers from the United States visited Greece in 2024, generating roughly €1.6 billion in tourism receipts. Americans represented 3.8 percent of international arrivals but accounted for 7.3 percent of travel revenue, illustrating the comparatively high value of the market.

The INSETE study suggests that Greece is closely aligned with what many American travelers say they want from an international holiday.

Relaxation was the leading motivation, selected by 61 percent of respondents. Nearly half, 49 percent, wanted to experience a new place or culture. Other leading motivations included trying new activities, discovering food and cuisine, and pursuing outdoor or adventure experiences.

Sightseeing was the most popular type of holiday among Americans, selected by 38 percent, followed by beach and coastal vacations at 30 percent. Visiting relatives or friends, city breaks and nature-oriented trips also ranked prominently.

Those preferences give Greece an opportunity to market more than a conventional island vacation. Athens and Greece’s archaeological sites, regional food traditions, mountain and nature destinations, smaller cities and family connections within the Greek diaspora can all become part of a longer, multi-stop itinerary.

American travelers also appear willing to invest substantial time in an overseas trip. Forty percent said their international vacation would last longer than seven days, while 53 percent were considering a trip of between five and seven days. Because respondents could select more than one likely trip duration, the figures reflect the range of vacations they were considering rather than a single planned journey.

Nearly three-quarters of Americans surveyed—73 percent—said they would consider a flight lasting more than six hours. Eighty-five percent expected to travel by air.

They are also early planners. Sixty-six percent said they would reserve accommodation at least three months before departure, and 63 percent expected to book transportation at least three months in advance.

That booking pattern means Greek destinations and tourism businesses seeking American customers must reach them well before the traditional summer season begins. Campaigns launched in late spring may already be too late for many travelers considering a major trip to Greece.

When asked about spending, 33 percent of Americans said they expected to spend more than they normally would on their next international vacation. Another 48 percent expected to spend approximately the same amount.

Hotels and motels remained the leading accommodation choice, preferred by 73 percent, although vacation rentals and stays with family or friends were also significant. Expedia, Airbnb and Booking.com were the three most frequently cited booking platforms.

Canadians Show Even Stronger International Travel Intent

The Canadian findings are equally promising for Greece.

Sixty-eight percent of Canadian respondents intended to take an international holiday during the next 12 months, and 66 percent had already begun planning one—considerably higher proportions than those recorded in the United States.

Greece was under consideration by 8 percent of Canadian travelers, placing it 12th among international destinations.

As in the United States, Italy, France and Spain remained ahead of Greece among Mediterranean competitors. The findings suggest that Greece is already part of the Canadian traveler’s consideration set but has room to increase its visibility and convert general interest into bookings.

Canadians were particularly interested in longer trips. Fifty-three percent were considering vacations lasting more than seven days, and 81 percent said they would consider flying for more than six hours. Ninety-two percent expected to travel by air.

Relaxation was the leading travel motivation, selected by 63 percent, followed by experiencing a new place or culture at 48 percent. Better weather was cited by 39 percent, while new activities and food experiences also ranked prominently.

Sightseeing and beach holidays were the two leading vacation types, followed by city breaks, visits to relatives and friends, and resort stays.

These preferences are particularly relevant to Greece, which can offer Canadians warmer weather alongside cultural attractions, islands, cities and opportunities to reconnect with family or heritage.

Canada’s large Greek diaspora also gives Greece a foundation of family and cultural ties that extends beyond conventional leisure tourism. The report does not separately measure travelers of Greek descent, but visiting relatives and friends was selected by 28 percent of Canadian respondents as a preferred form of travel.

Canadians also plan well in advance. Fifty-seven percent said they would book accommodation at least three months before departure, while 54 percent would reserve transportation within the same time frame.

Hotels were preferred by 74 percent of Canadian travelers. One-quarter expected to stay with family or friends, and 24 percent were considering vacation rentals. Expedia was the leading booking platform, followed by Airbnb and Booking.com.

Australia Remains Greece’s Most Mature Long-Haul Opportunity

While North America offers enormous potential because of its population and spending power, INSETE identifies Australia as the most mature and immediately exploitable of the five long-haul markets studied.

The report points to the longstanding connections between Greece and Australia, including the country’s large and deeply rooted Greek diaspora, as an important foundation for continued tourism demand.

Seventy-one percent of Australians surveyed intended to travel abroad within the following year, and 68 percent had already begun planning an international trip.

The distance between Australia and Greece does not appear to be a major deterrent. Ninety-two percent of Australian respondents said they would consider a flight lasting more than six hours—the highest proportion among the five markets studied.

Fifty-seven percent were considering an international holiday lasting longer than seven days, also the highest percentage among the United States, Canada and Australia.

Greece was being considered by 9 percent of Australians and ranked 12th among overseas destinations.

More significantly, Greece placed third among the major Mediterranean competitors in the Australian market. Italy and France remained ahead, but Greece ranked above Spain—its strongest comparative showing in the three Western long-haul markets.

Australian travelers were motivated primarily by relaxation, experiencing new cultures, trying new activities, outdoor adventures and luxury or self-care experiences.

They were also prepared to spend. Thirty-five percent expected to spend more than usual on their next foreign vacation, while 44 percent expected to spend approximately the same amount.

Australians were among the earliest planners measured by the study. Sixty-six percent expected to reserve accommodation at least three months in advance, while 60 percent planned to book transportation at least three months before departure.

Booking.com was the dominant travel platform, used by 44 percent, followed by Airbnb and Expedia. Hotels were the preferred accommodation for 76 percent, while 27 percent expected to stay with family or friends—a pattern that again reflects the potential importance of diaspora travel.

Moving From Recognition to Bookings

The study shows that Greece already has a meaningful presence in all three markets but is not yet the first Mediterranean destination most travelers consider.

Italy consistently outperforms Greece, while France and, in North America, Spain also maintain stronger positions.

Greece’s opportunity is therefore not simply to advertise more heavily. The findings indicate that each market requires a tailored approach based on how its travelers plan, what they want to experience and how long they are prepared to stay.

For American and Canadian travelers, that could mean presenting Greece as a broader journey combining Athens, archaeological sites, food, beaches, nature and regional destinations rather than marketing it solely as a summer island escape.

For Australians, the combination of long stays, willingness to travel great distances and strong diaspora connections makes heritage travel, family visits and multi-week itineraries particularly important.

Because travelers in all three markets tend to plan months ahead, promotion, air connectivity, packages and booking options must also be available much earlier than the beginning of the Greek tourism season.

The larger opportunity is not simply more arrivals. Long-haul visitors who stay longer and travel through more than one region can contribute more to the Greek economy while helping spread tourism beyond a small number of heavily visited destinations.

The new INSETE findings suggest that the demand exists. The challenge for Greece will be turning that interest into a clearer and more competitive reason to choose Greece over the rest of the Mediterranean.

Read the complete INSETE study: The Profile of Important Markets for Greek Tourism—Part Two: Long-Haul Markets