Greece remains a powerhouse in Mediterranean tourism, having secured its place among the top travel destinations for Western Europeans in 2026.

The new study, published in January 2026 by the Institute of the Association of Greek Tourism Enterprises (INSETE) and based on survey data from 7,402 respondents, shows Greece ranking in this year’s top five tourist destinations for German, Italian, French, UK and Spanish travellers.

Specifically, Greece ranks third for German and Italian tourists, fourth for travellers from France and the UK, and sixth for travellers from Spain. For the critical German market, Greece captures 19.7% of travel intent, trailing only Italy and Spain.

INSETE’s findings also reveal a notable momentum for Greece in both the Spanish and UK markets compared to 2024, with the country having risen one position in the preferences of both.

The five markets analyzed by INSETE—Germany, France, the UK, Italy, and Spain—are a financial lifeline for the Greek tourism industry, as they contribute almost half (47%-48%) of Greece’s total inbound tourism revenue.

INSETE also notes Greece’s ability to compete in this top tier compared to Italy and Spain. Unlike the latter, which benefit from easier road access for neighbouring markets such as Germany, France and Austria, Greece solely relies on its powerful brand identity to attract visitors despite, its disadvantage in accessibility.

This reliance on brand strength has pushed Greece into a new phase of market presence. According to INSETE General Director Elias Kikilias, the competition with Italy and Spain can now be considered structural rather than circumstantial.