Ipsos data show that American tourists are the biggest spenders in Greece this year, really making them key for Greek tourism’s growth. This was revealed at an Athens press conference; the report, Visa’s first deep dive into Greek tourism, surveyed 1,500 travelers (500 each from the US, France, and the UK), showing trends like last-minute bookings and a growing interest in sustainability.
High-end American Tourists
On average, Americans plan on spending about $3,040 each – about 13% of their yearly income – a big sign of luxury travel. In fact, 21% are looking at stays exceeding €18,000, often in swanky five-star hotels. Visa’s General Manager in Greece, Nikos Petrakis, pointed out that this highlights the US market’s potential for premium travel segments. The French follow with about €2,550 (11% of their income), and the British around €1,900 (also 11%), with a quarter possibly increasing their 2024 travel budget.
The Rise of Last-Minute Bookings
Interestingly, many travelers are booking at the last minute – as many as 90% book less than a month ahead, largely for the flexibility and because they watch prices or the weather. Booking platforms are still popular, though AI usage is on the rise. Hotel, restaurant, and local service websites are also gaining traction. Travel timing differs too: the British tend to come in May and June, Americans in July, and the French in September. Stays are usually split pretty evenly between 4-7 days and longer trips of 8+ days.
Diversified Attractions
The classic “sea, sun, and beach” vacation is still the biggest draw, attracting 69% of visitors; the British (72%) and French (71%) are especially keen on this. Culture appeals to 65%, with the French particularly interested in archaeological sites (72%). Americans, however, have quite diverse tastes, often liking music festivals, theme parks, nightlife, and exploring lesser-known villages. Top destinations are Attica (41% for Americans, 39% for French), South Aegean (31% for Americans, 30% for French), Crete (27% for Americans, 35% for French), and the Ionian Islands (32% for British). It’s not uncommon for over 40% to combine Greece with Italy or Spain on a broader Mediterranean trip.
Sustainability Is Gaining Momentum
Sustainability matters, and roughly 30% of Americans are even willing to pay a bit more – perhaps 5-10% – for more eco-friendly options. Indeed, a third of travelers think it’s “very important,” especially for transport, meals, and what they do while they’re on vacation. Since starting its partnership with the Greek Ministry of Tourism back in 2022, Visa has installed contactless payment terminals in about 30 cities and at key archaeological sites, making it easier to pay and collect data, which helps plan smarter tourism strategies.