INSETE study: Greeks increasingly choose foreign trips over domestic holidays, spending abroad hits record high

A new study by the Institute of the Greek Tourism Confederation (INSETE) shows that residents of Greece are increasingly travelling abroad while reducing their preference for domestic holidays, driven by rising costs in the local tourism market and improved air connectivity across Europe.

According to the study, based on Bank of Greece border survey data, outbound trips by Greek residents rose by 8% in 2025, reaching 7.2 million compared to 6.7 million in 2024. Overnight stays increased by 3% to 35.5 million, while total travel expenditure surged by 19% to €3.34 billion, marking a historic high since the survey began.

Researchers attribute the trend to a combination of stronger household purchasing power and rising tourism prices domestically and internationally. While improved income levels and consumer confidence are supporting travel demand, higher costs in Greece are pushing many travellers to opt for European city breaks and alternative destinations.

Travel patterns also show a clear geographic shift. Trips to eurozone countries rose by 10%, with overnight stays up 5% and spending up 23%. As a result, 41% of all trips are now directed toward eurozone destinations, compared to 28% in 2019.

Italy emerged as the leading destination among major markets with 689,000 trips, followed by Germany (607,000), Türkiye (564,000), and Cyprus (359,000). Strong growth was also recorded in France, the United Kingdom, Spain, and Egypt, reflecting increasing demand for both city breaks and organised holidays.

The United States was the only major market to record a decline across all indicators, with trips down 13%, overnight stays down 28%, and spending down 7%, likely due to higher long-haul travel costs and broader economic pressures.

Despite travelling more, Greeks are also spending more per trip but staying for shorter periods. Average per-capita expenditure rose by 10% to €464, while daily spending increased by 16% to €94. However, the average trip duration fell from 5.2 to 4.9 nights.

INSETE notes that this reflects a broader global shift toward shorter, more frequent trips, particularly city breaks in major European capitals. Seasonal patterns also show increased travel during the second and third quarters of the year, coinciding with the summer holiday period.

Researchers conclude that while rising outbound travel signals stronger consumer capacity, it also raises questions about the competitiveness of Greece’s domestic tourism sector amid increasing competition from major European destinations.