Distant markets are presenting excellent prospects for Greek tourism, with the US, Australia and Asia appearing as the new major investment and strategic opportunity.
These overseas markets, which are more than six hours away by plane, already have a strong impact on national revenue despite their geographical distance, as together with Canada they represent more than 11% of the total receipts, according to a study by the Institute of the Greek Tourism Confederation.
This highlights their importance as these travelers take longer-than-average vacations, which translates into high per capita spending and longer stays in the country.
The survey captures the shares and ranking of Greece in the preferences of international visitors for the next 12 months. Greece has an established image in the traditional long-haul markets, as it ranks 12th for travelers from Australia – with 9% – and from Canada with 8%, while it occupies the 13th place in the US market with 8%.
Asian markets offer significant ground for future growth. In China, Greece is in 23rd place with 6%. It registered the biggest improvement, having climbed eight places compared to 2025, when it was in 31st place with 4%. In the India market, Greece ranks 37th with 4%, a decline of 11 places. This corresponds to a marginal decrease of 1.6 percentage points from 2025.
