Emerging Greek destinations are gaining popularity as travellers seek unique experiences.
- Recent research highlights a shift towards lesser-known Greek regions, fostering sustainable tourism.
- Active tourism now leads as the primary reason for visiting Greece, surpassing traditional beach and cultural tourism.
- Visitor numbers to Greece saw a significant rise, with a special focus on islands beyond regular cruise routes.
- The tourism sector remains crucial to Greece’s economy, contributing substantially to GDP and job creation.
Travellers are increasingly drawn to off-the-beaten-path locations in Greece, according to recent research. A shift in demand patterns is evident as visitors seek more diversified and sustainable tourism experiences. This trend is supported by the Emerging Destinations in Greece 2024 report from Mabrian and tourism marketing agency Mindhaus.
A noticeable increase in active tourism as a driver for visiting Greece has been observed. 21.1% of visitors now cite active experiences as the primary reason for their visit, marking a rise of 12.1 percentage points since 2019. This new preference surpasses traditional sunbathing and cultural tourism, highlighting a significant change in travel motivations.
General Manager of Mindhaus, Theofilos Kyratsoulis, points out that tourists are opting for locations offering less crowding, cooler climates, and better value. He notes that although some Greek destinations are at a tipping point due to international competition, new areas are emerging as popular choices due to factors like value-for-money, improved visa procedures, and enhanced connectivity.
Exemplifying this trend, Greece experienced a 20.8% year-on-year increase in visitors, reaching over 36 million in 2023. Attica, particularly Athens, remains the top destination. However, the Southern Aegean stands out for its tourism receipts and overnight stays, with peripheral islands like Lesbos and Chios seeing extraordinary visitor growth of 78.8% and 65.2%, respectively.
Carlos Cendra from Mabrian suggests that the interest in less crowded places enhances tourism sustainability by redistributing economic benefits. Noteworthy is the Peloponnese region, now the fourth most visited area in Greece, thriving due to luxury developments and effective promotional activities. Mabrian’s data highlights islands such as Samos, Skopelos, and Skiathos which are gaining traction due to their appeal beyond traditional cruise circuits.
The popularity of emerging Greek destinations underscores a broader shift in tourism trends towards more sustainable and diverse experiences.
