Canada Joins Italy, United States, Australia, Spain, Croatia, Turkey, and More in Revolutionizing Greece’s Global Long-Haul Tourism Landscape, Unlocking Key Growth Opportunities

Canada’s inclusion alongside Italy, the United States, Australia, Spain, Croatia, Turkey, and other nations is set to revolutionize Greece’s global long-haul tourism landscape. As international travel rebounds, Greece is capitalizing on its strategic alliances with these key global players to attract more long-haul visitors. Canada’s growing participation brings a new dynamic, with its robust travel market creating exciting opportunities for both countries. The expansion of direct flight routes and targeted promotional campaigns are expected to significantly boost visitor numbers, with Greece offering a rich blend of history, culture, and natural beauty. This collaboration promises not only to bolster Greece’s position as a top European destination but also unlock vital growth potential in long-haul tourism from diverse, untapped markets.

India and China are quickly becoming key long-haul growth markets for Greece, marking a noticeable shift in the country’s tourism landscape for the coming year. According to recent research by INSETE, the research division of the Greek Tourism Confederation, while traditional markets such as the United States, Canada, and Australia continue to provide a stable foundation for Greece’s inbound tourism, emerging Asian markets are gaining significant momentum.

The study examined Greece’s position in five major long-haul markets: the United States, Canada, China, India, and Australia. Together, these regions accounted for approximately 11% of Greece’s inbound tourism revenue in 2024. The findings highlight Greece’s ability to maintain a strong presence in its established markets, while simultaneously capitalising on rising demand from emerging destinations, particularly in Asia.

While Greece maintained its position in the U.S. market for 2024, it dropped one rank in both Canada and Australia. However, its performance in Asia has noticeably strengthened, with Greece climbing nine places in India and three places in China, thanks to better brand awareness and improved air connectivity. This shift indicates that Greece is not only retaining its foothold in traditional markets but is also capturing the attention of new, fast-growing markets.

Looking ahead, Greece ranks 11th in Australia, 12th in Canada, and 13th in the United States. In India, Greece has jumped to 27th place, a rise of nine positions from the previous year, while in China, it has ascended to 29th place, climbing three positions. This improvement reflects the ongoing efforts to improve Greece’s visibility and increase its appeal in these rapidly growing markets.

Despite these positive trends, the competitive landscape remains tight. In the U.S. market, the difference in inbound tourism demand between Greece and the next-ranked destination is approximately 1.5 percentage points. In Canada, the margin is even narrower, with only a 1% difference. This indicates that Greece’s position in these markets remains stable and, with continued improvements in visibility and connectivity, further growth could be achieved.

In China, while Greece is ranked 29th, the destinations above it are just a few percentage points ahead. This suggests that with incremental improvements in marketing efforts and air connectivity, Greece could see substantial growth in Chinese inbound tourism. Similarly, in India, the gap between Greece and the top-ranking destinations is also small, making it a prime opportunity for growth as travel demand from the region continues to increase.

The research also compared Greece’s performance to that of six Mediterranean competitors: Italy, France, Spain, Portugal, Croatia, and Turkey. This comparison further highlights Greece’s position in the competitive global tourism market. In the U.S. market, Greece is ranked 13th, trailing Italy (5th), France (7th), and Spain (8th). In Canada, Greece ranks 12th, behind Italy (4th), France (5th), and Spain (6th). This shows that while Greece continues to compete well in these established markets, there is still significant room for growth compared to its Mediterranean peers.

Across Asia, the competition intensifies. In China, Greece ranks 29th overall, while Italy holds 13th place, France is 9th, and Spain is 23rd. In India, Greece holds 27th place, with Italy at 13th, France at 12th, and Spain at 21st. These rankings highlight the fierce competition Greece faces in these markets. Despite this, the relatively small gap between Greece and the top destinations in India and China suggests that with continued improvements in visibility and connectivity, Greece has the potential to climb further in these key long-haul markets.

Australia presents a relatively stronger performance for Greece. In this market, Greece holds 11th place, positioned behind Italy (6th) and France (8th), yet ahead of Spain (12th). This indicates that Greece is performing well in Australia and is positioned to compete closely with Italy and France, two of the leading Mediterranean destinations in the region.

The study also compares Greece’s performance against Mediterranean peers in terms of market ranking. Greece holds the 3rd position in Australia and ranks 4th in the United States, Canada, China, and India.
This suggests that while Greece remains competitive in these key markets, the tourism industry is evolving rapidly, with emerging destinations from Asia such as India and China continuing to grow in importance. As these markets mature, Greece has an opportunity to capitalise on this shift and strengthen its position in global long-haul tourism.

The findings from the INSETE study demonstrate that Greece’s tourism sector is undergoing a significant transformation. While traditional markets continue to play an essential role in sustaining Greece’s tourism revenues, the country is increasingly recognising the importance of emerging markets in Asia, particularly China and India. This is not only a result of improved connectivity and marketing efforts, but also reflects the growing appeal of Greece as a cultural and leisure destination among Asian travellers.

Canada’s collaboration with Italy, the United States, Australia, Spain, Croatia, Turkey, and others is reshaping Greece’s long-haul tourism, with expanded flight routes and targeted campaigns unlocking significant growth opportunities, especially from untapped global markets.

the findings from the INSETE research reveal the ongoing resilience of Greece’s traditional tourism markets, as well as the country’s growing success in emerging destinations in Asia. With small improvements in visibility, connectivity, and marketing strategies, Greece has the potential to continue building momentum in these high-growth regions. As global travel patterns shift and demand from Asia continues to rise, Greece is well-positioned to expand its presence in the competitive long-haul tourism market.

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