The first findings from the Greek National Tourism Organisation’s (GNTO) rolling market survey confirm the strength of Greek tourism, while also pointing to significant demand beyond the peak summer season.

The results of the first cycle of GNTO’s rolling market survey, carried out in ten major European markets, cover intentions to visit Greece, potential visitors’ existing relationship with the country, the time of year they plan to travel, and their assessment of specific aspects of the travel experience.

According to the survey, 29% of European travellers say they intend to visit Greece by May 2027, placing the country third among the most popular Mediterranean destinations. The highest intention to visit Greece was recorded in Romania, at 45%, followed by Italy at 38% and Sweden at 37%.

Among those planning to visit Greece by May 2027, 58% have already travelled to the country before, while 42% are planning a first visit. The figures reflect both a substantial base of repeat visitors and Greece’s ability to attract travellers with no prior experience of the destination.

The picture is particularly encouraging when it comes to how demand is spread across the year. Some 35% of those planning to travel to Greece intend to do so between September and November 2026, with September the most popular month, chosen by 23% of travellers.

The survey also examines how European travellers perceive Greece and specific aspects of the travel experience there. The strongest scores went to the variety of experiences on offer (83%) and to friendly, welcoming locals (82%), followed by safety at 77% and the quality of tourism infrastructure at 75%. Value for money scored comparatively lower, at 67%, marking it out as an area that requires closer monitoring.

GNTO Secretary General Andreas Fiorentinos said: “The survey’s first findings confirm that Greece retains a strong position in Europeans‘ travel plans, winning both the trust of those who have already visited and the interest of new audiences. It is particularly significant that demand is being recorded beyond the peak of the summer season, and that the variety of experiences the country offers is emerging as a key competitive advantage. These findings confirm the direction of, and the systematic work behind, our efforts to extend the tourist season and establish Greece as a year-round, multi-theme destination. Through the systematic use of up to date, reliable data, we are strengthening GNTO’s ability to design targeted promotional campaigns tailored to the needs and particular dynamics of each market, contributing to the quality, sustainable and competitive development of Greek tourism.”

GNTO’s rolling market survey, conducted in partnership with tourism marketing strategy firm Mindhaus, is being carried out in three successive measurement cycles and aims to track Europeans’ perceptions, intentions and travel habits.

The first cycle was conducted online from 10 to 22 June 2026, among a sample of 7,896 travellers aged between 18 and 64. Participants had taken at least one trip abroad in the past two years and/or were planning to travel abroad within the next 12 months.

The survey covers ten European markets, the UK, Austria, France, Germany, Italy, Spain, the Netherlands, Poland, Sweden and Romania, and will run for a total of 18 months, concluding at the end of 2027.