Greece Emerging as Top Destination for Indian Travelers, Mabrian Report Shows

Greece is among the rising European destinations for Indian travelers, according to the latest report of tourism intelligence provider Mabrian, presented during the World Travel Market (WTM) 2024 expo in London.

The “India Market Insights: Outbound & Inbound” report, released during a panel dedicated to India’s travel market surge at an event of the Global Travel & Tourism Resilience Council, reveals that Europe is gaining increasing traction among Indian outbound tourism.

According to Mabrian, destinations have a unique opportunity to better align their offerings with the needs and expectations of this diverse market.

“India’s travel market potential is impressive: by 2030, the outbound market could reach 100 million international trips, a figure comparable to the entire annual visitor count of France,” noted Carlos Cendra, Mabrian’s spokesperson.

Mabrian’s data highlights that while the United Kingdom and France remain top travel destinations for Indian travelers, countries like Italy (+2.7 percent), Germany (+7.3 percent), Austria (+9.8 percent), and Greece (+18.3 percent) have shown significant growth in attracting Indian visitors over the past 12 months.

According to Mabrian, these countries are increasingly seen as “appealing alternatives” to the traditional Southeast Asian destinations favored by Indian tourists.

Greece: 18.3% increase in arrivals from India in 2023

Greece, in particular, has benefited from its rich cultural heritage and unique offerings, driving interest and spurring an 18.3 percent year-over-year increase in Indian arrivals in 2023.

“Indian travellers are motivated by cultural factors that blend various interests to create unique travel experiences,” said Cendra, leading to the conclusion that Greece’s cultural and outdoor offerings are particularly well-suited to this market.

“Outdoor activities and active tourism are essential aspects of their European travel plans,” Cendra added. Besides gastronomy, nightlife, and shopping, Indian travellers show a strong interest in wellness, which is deeply rooted in Indian culture.

Furthermore, the report reveals that one out of every three Indian travelers to Europe is accompanied by family or a partner, creating an opportunity for destinations like Greece to tailor tourism products for family groups, couples, and young travelers.

Greece’s appeal for Cultural and Family-Oriented Travel

In 2023, Greece stood out for its strong emphasis on cultural experiences, which accounted for 35.8 percent of demand drivers among Indian travelers, aligning closely with Italy (35.7 percent) as a top destination for cultural tourism.

Greece’s offerings related to family-friendly activities (10.5 percent) and shopping (9.9 percent) also attracted considerable interest, showcasing a well-rounded appeal that combines heritage, family amenities, and retail opportunities.

However, Greece was less favored for wellness (2.9 percent) and nightlife (7.1 percent), indicating that Indian travelers prioritize cultural and family-oriented activities over relaxation-focused or nightlife-driven experiences when visiting the country.

Indian travelers’ perceptions of Greece

More into Mabrian’s report, an analysis of Indian travelers’ perceptions reveals that Greece stands out with high ratings across key satisfaction areas.

Notably, Greece scores exceptionally well in Climate Perception, reaching 92.2 points, marking it as one of the preferred climates among European destinations. In Security Perception, Greece also ranks highly, with an 81.1 score, indicating strong confidence in Greece’s safety among Indian visitors.

However, Product Satisfaction and Global Satisfaction for Greece are relatively moderate at 47.2 and 76.3, respectively, suggesting areas for potential improvement in tourist offerings and overall experience.

Overall, Greece’s appeal to Indian travelers appears robust in climate and safety, positioning it as an attractive European destination within those parameters.

Journalists and travel agents from India at the Acropolis Museum in Athens. Photo source: Athens Development and Destination Management Agency (ADDMA)

Other key takeaways from the report include:

– Growing middle class driving demand: India’s expanding middle class, projected to represent 60 percent of the population by 2047, is fueling outbound tourism growth, with increasing numbers of Indian travelers exploring new destinations across Europe.
– Seasonal travel patterns: Indian travelers to Europe typically prefer shoulder seasons (March to July) and winter months (December and January), reflecting favorable climate preferences.
– Focus on wellness and active tourism: 40.8 percent of Indian travelers are seeking wellness, nature, and active outdoor experiences during their European trips.
– Family-oriented tourism: 33 percent of Indian travelers to Europe are accompanied by family or a partner, suggesting a growing demand for family-oriented tourism products.
– European demand for India on the rise: British demand for travel to India increased by +37.7 percent, followed by France (+28.8 percent) and Germany (+25.5 percent).