Mabrian: Long-haul Travel and Diversification Key to Greece’s Tourism Edge

Source: Region of Attica

Greece has the opportunity to gain a competitive advantage over other Mediterranean destinations by improving long-haul connectivity and diversifying its tourism offerings, according to travel intelligence platform Mabrian.

During the “Reimagine Tourism in Greece” conference held in Athens on Wednesday, Mabrian Sales Director Catalina Taltavull presented the findings of the “Greece Outlook” report, which compared Greece’s tourism landscape with competitors such as Spain, Italy, Croatia, and Turkey, focusing on emerging travel trends.

Taltavull underlined that as high-quality, authentic experiences become increasingly important to travelers, Greece must maintain its focus on quality and authenticity in its tourism offerings to stay competitive. She highlighted Greece’s strong Global Tourist Perception scores, particularly regarding climate and safety, as positive indicators of the country’s Mediterranean positioning.

Addressing seasonality through long-haul markets

Mabrian’s data also underscored the similarity between Greece’s air connectivity network and that of its Mediterranean competitors, particularly in their reliance on key European markets.

According to the report, since summer is naturally a high season for Greece and nearby destinations, the challenge lies in balancing this reliance with the need to attract year-round visitors. Opportunities lie in targeting alternative markets with different travel motivations, which are less dependent on peak summer demand, according to Mabrian’s report on Greece.

The report identified the United States as a promising growth market, with direct air connectivity to Greece projected to increase by 23 percent in 2024 compared to the previous year. Other high-potential markets include Asia and the Middle East, aligning with Greece’s strategy to diversify its tourism appeal.

Managing perception and satisfaction

The report also stressed the importance of managing visitor perceptions, balancing the number of overnight stays and carrying capacity to reduce the effects of seasonality. A focus on increasing overnight stays, particularly in emerging or lesser-known destinations, can improve the economic impact, traveler satisfaction, and local well-being.

“A balanced strategy that encourages longer stays can positively impact both high-traffic destinations and emerging spots, improving overall perception and boosting the local economy,” Taltavull said.

Organized by Kathimerini, the “Reimagine Tourism in Greece” conference gathered key opinion leaders from the travel industry, to discuss innovative approaches that help redefining the future of tourism in Greece.