The growing number of American visitors in Athens and remote island and mountain destinations highlights a major opportunity for Greece’s tourism industry to attract travelers who stay longer, spend more and help shift the sector from volume to value.
Industry experts say expanding Greece’s appeal in long-haul markets, defined as countries more than six hours away by air, could drive the next major phase of tourism growth. Improved air connectivity is already supporting that goal, with Athens International Airport steadily expanding routes to the United States, Canada and China, while the first direct flights to India were launched earlier this year.
According to the Institute of the Greek Tourism Confederation (INSETE), markets located more than six hours away by air already generate more than 11% of Greece’s tourism revenue, underlining their growing economic importance.
Australia is considered the most mature long-haul market, supported by strong ties with the Greek diaspora. Australians have one of the world’s highest intentions to travel abroad, with most choosing long-haul trips lasting more than a week. Greece currently ranks 12th among their preferred destinations and third among Mediterranean competitors.
