Mabrian: Travelers to Greece Shifting Towards Emerging, Off-the-Beaten-Path Destinations

Photo source: Visit Greece

As Greece continues to be a top global travel destination, there is a noticeable shift in traveler preferences towards lesser-known, off-the-beaten-path locations.

According to the latest “Emerging Destinations in Greece 2024” report by Mabrian and MINDHAUS, visitors are increasingly drawn to quieter, more authentic experiences, presenting opportunities for Greece to diversify its tourism offerings and promote sustainable travel.

“Travellers are increasingly looking for places with less crowds, cool weather and good value”, says Theofilos Kyratsoulis, General Manager at MINDHAUS.

The study highlights a surge in popularity for less crowded islands like Lesvos, Chios, and Samos, which have seen visitor increases of 78.8%, 65.2%, and 51.7%, respectively.

“Demand to explore places considered less busy or dense in terms of visitation, can contribute to enhance tourism sustainability by distributing tourism benefits throughout the country,” says Carlos Cendra, Partner and Director of Marketing and Communications at Mabrian.

Similarly, mainland regions like the Peloponnese and Eastern Macedonia and Thrace are gaining traction, attracting tourists with rich history, natural beauty, and value-for-money offerings. The Peloponnese, for instance, is now the fourth most visited region in Greece, thanks to new luxury developments and targeted promotions that appeal to returning travelers.

Another Greek emerging destination is the oriental part of Eastern Macedonia and Thrace region (also known as Continental Thrace, and formed by Xanthi, Rhodope and Evros), in particular its coastline (that increased arrivals up to +63% in a year), and the Island of Thasos, part of this same region, visited by +26.4% more travelers year-over-year.

Shifting travel motivations: The rise of active tourism

The trend aligns with a broader shift in travel motivations, as more tourists seek active lifestyle experiences. Active tourism has overtaken traditional sunbathing and cultural tourism as the primary reason for visiting Greece, with 21.1% of visitors citing it as their main draw in 2023. This shift reflects a growing demand for outdoor activities and wellness-focused vacations, providing Greece with an opportunity to extend stays, reduce seasonality, and increase spending per visitor.

Emerging destinations are also supported by improved air connectivity. Key markets like the UK, Germany, and Italy will see increased flight availability to Greek airports during the summer season, with seat capacities rising by up to 20% from countries like Poland and Switzerland.

Competitive hotel rates, amidst challenges

Despite growing competition, Greece maintains competitive hotel rates, with 4-star and 5-star hotels offering attractive pricing compared to other Mediterranean destinations. However, the report cautions that competitive pricing alone may not suffice to drive occupancy rates, urging stakeholders to enhance destination management and focus on value rather than volume.

This evolving landscape offers Greece a chance to rethink its tourism strategy, moving beyond traditional hotspots to promote a broader array of destinations that reflect the country’s diverse appeal. By capitalizing on these emerging trends, Greece can attract a new generation of travelers seeking unique, less commercialized experiences.