ETC: Travelers in 7 Long-haul Markets Add Greece to their Bucket Lists

Photo source: Visit Greece

Travelers in seven international markets have included Greece in their top choices in 2024, found the latest Long-haul Travel Barometer released by the European Travel Commission (ETC) in collaboration with Eurail BV.

More specifically, Greece is among Europe’s top destinations winning over long-haul travelers in all seven overseas markets included in the report – Australia, Brazil, Canada, China, Japan, Korea, and the US – in the January-April 2024 period.

Greece ranks 5th in Australia with 16 percent adding it to their wish lists with the Top 3 being France, Italy, Austria and Germany.

The country ranks 7th in Brazil (9 percent) with France, Portugal and Italy in the Top 3.

Greece ranks 6th in Canada (14 percent) after France, Italy and the UK.

Travel preferences of Canadian respondents. Destination: Europe | Travel horizon: January April 2024. Source: ETC

The Chinese (12 percent) travelers rank Greece 10th with France, Italy and Germany as their most-sought-after long-haul markets.

The Japanese rank Greece 9th (6 percent) placing France, Germany and the UK in the lead.

Twelve percent in the South Korean market rank Greece 7th after France, Germany and Switzerland, and lastly, 12 percent of American travelers rank Greece 5^th with France, Italy and the UK topping their bucket lists.

Travel preferences of Korean respondents. Destination: Europe | Travel horizon: January April 2024. Source: ETC

Travelers showing ‘greater reluctance’ to visit Europe

According to ETC analysts, data reveals that travelers are showing a “greater reluctance” to visit Europe in the first four months of the year. “In 2024, European tourism faces a promising yet challenging year, requiring the industry to manage the recovering consumer demand and embrace responsible and sustainable practices,” said ETC President Miguel Sanz.

Looking ahead however, ETC analysts expect high levels of optimism towards overseas travel.

Source: ETC

“The evolving landscape of international travel demands that Europe adapt to the diverse preferences and expectations of travelers. It is especially clear that safety and economic factors play a pivotal role in travelers’ choice of destinations. Nevertheless, Europe’s enduring appeal and the resilience of its tourism sector remain steadfast,” Sanz adds.

The European Travel Commission represents the national tourism organizations of Europe.