The Greek tourism sector is considering expanding its appeal to visitors from India, China, and the United States, according to the financial journal Handelsblatt.
“Last year, approximately three-quarters of international tourists came from EU countries and Great Britain. However, industry experts believe that the significant growth opportunities lie beyond these traditional markets, particularly due to sluggish economic conditions there.
To enhance its medium-term tourism strategy, Greece should focus more on distant markets like the US and China, a recent survey by the National Bank of Greece indicates.
This approach could help attract visitors with higher spending potential, increase foreign arrivals during off-peak months, and promote alternative destinations, thus alleviating over-tourism in popular areas during the summer.”
By lengthening the tourist season, travelers from other continents “can provide avenues for sustainable growth in the Greek tourism industry. The EIB study highlights that visitors from these regions tend to be more interested in cultural experiences and thematic excursions outside the typical tourist areas and peak seasons.”
A report by Mabrian states that “35% of Indian travelers to Greece are mainly interested in cultural sites like archaeological landmarks, while only 7.7% prioritize beach activities. Additionally, in 2024, the number of visitors from China is projected to rise by 30% to 139,000, although this remains below the 217,600 who visited in 2019, the year prior to the pandemic. Nonetheless, experts see substantial growth potential.
The same growth potential exists for the US market: the number of American visitors has surged by 42% since 2022. […] American tourists are particularly valued in Greece, as they spend twice as much per person compared to the average tourist. Moreover, nearly 50% of American visitors travel during the off-peak season, in contrast to about 33% of other tourists,” concludes Handelsblatt.
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