Tourists from the United States, United Kingdom and France are showing a growing preference for visiting Greece outside the traditional peak month of August, favouring a longer travel season and spreading their visits across spring and autumn, a new survey has found.
The study, conducted by Ipsos on behalf of Visa, indicates a shift in travel habits among some of Greece’s highest-spending visitor groups, with notable variation in preferred travel months.
American tourists are most likely to travel to Greece in July (21%), Britons favour May (17%) and June (27%), while French tourists mostly choose September (20%).
High-spending visitors drive demand outside peak months
The findings underscore the increasing contribution of US, UK and French tourists to Greece’s tourism economy. American travellers spend an average of €3,040 per visit, compared with €2,550 for French tourists and €1,900 for British visitors — all significantly above the average per capita expenditure from all tourist markets.
Most travellers plan their trips around a month in advance, relying primarily on accommodation booking platforms and official tourism websites. Notably, the survey found that ChatGPT is emerging as a growing tool for planning activities and itineraries.
“Sun and sea” top the list, followed by culture
Beach tourism remains the primary draw for visitors, cited by 69% of respondents overall — with even higher rates among British (72%) and French (71%) tourists. Cultural experiences also play a strong role, with 65% of all respondents — and 72% of French tourists — prioritising visits to historical sites.
About half of the travellers from these three countries stay in Greece for four to seven days, while the rest remain for eight days or more.
Top destinations: Islands and the capital
Destination preferences also vary. Among American visitors, Athens and the surrounding Attica region are the most popular (41%), followed by the South Aegean islands (31%) and Crete (27%). Britons show a strong preference for the Ionian Islands (32%), while the French lean toward Athens (39%).
The survey supports broader industry expectations of a longer, more evenly distributed tourism season in Greece, driven by travellers with higher budgets and greater interest in both relaxation and culture.