Analysis: Greece Should Tap into Growing Australian Tourism Market

While the Australian tourism market is experiencing a strong recovery, with outbound travel on the rise, Greece has yet to fully capitalize on this growth and attract more visitors from Australia.

According to insights shared by hospitality management firm Square Lime, Greece has significant untapped potential in this key market.

Square Lime, which participated in the Luxperience 2024 exhibition in Sydney, Australia, provided valuable data on the Australian tourism landscape. As the only Greek company at the event, Square Lime highlighted several key opportunities for Greece to strengthen its tourism presence in Australia.

Strong recovery, Yet untapped potential

Photo source: Square Lime

The Australian tourism market is rebounding robustly, with outbound travel nearing pre-pandemic levels. Despite this, Greece has not fully tapped into the opportunities presented by this market. While Australians increasingly travel abroad, most of their trips to Greece are focused on visiting family and friends, limiting the demand for commercial hotel accommodations.

Square Lime emphasizes that Greece must shift its focus to attract travelers seeking authentic experiences and include the promotion of additional products including gastronomy. “To succeed in Australia, Greece needs to position itself as a destination offering unique features and timeless hospitality,” says Square Lime Sales Director Katina Papadomanolaki.

Cultural perception and travel preferences

According to Papadomanolaki, understanding the mindset of Australian travelers is crucial to reaching this market. Australian tourists are seasoned travelers who value the quality of the experience more than the time it takes to get there. “For Australians, the journey begins before the plane even takes off. They see travel as an immersive experience, not just a destination,” she informs.

Trips from Australia tend to last three to four weeks, often covering multiple countries. This presents a significant opportunity for Greece, as Australians can easily incorporate it into longer European itineraries. However, attracting these travelers requires a focus on creating personalized, high-quality experiences.

Targeting the right audience

Photo source: Square Lime

The diversity of Australian travelers requires careful segmentation. From Gen Z to Baby Boomers, Australians are looking for experiences that cater to their individual preferences, moving away from standardized tourism packages. The Australian luxury market, in particular, has seen a shift toward authenticity, with travelers seeking genuine cultural connections and personalized services.

“Australian travelers are willing to invest substantial amounts in experiences that offer genuine value,” says Papadomanolaki. “With an average spend of $3,700 per person, Australians are discerning consumers who prioritize meaningful experiences over traditional luxury. Greece must offer more than just iconic landmarks—it must offer an authentic Greek experience that resonates with these travelers.”

A strategic approach for Greek tourism

Square Lime’s insights underscore the importance of tailoring Greece’s tourism offerings to meet the specific demands of the Australian market. By offering high-quality, authentic experiences, Greece can align its offerings with the expectations of Australian travelers.

Square Lime has already applied this approach successfully at the properties it manages, focusing on delivering boutique, personalized hospitality. This aligns perfectly with the expectations of Australian luxury travelers, who increasingly seek meaningful cultural connections over transactional experiences.

“Unlike Australia, where accommodation often feels transactional, in Greece, hospitality is more than just a service. It’s a warm welcome that makes every traveler feel like a member of the family,” explains Papadomanolaki.

With outbound travel from Australia growing rapidly, Greece has a unique opportunity to attract a new generation of travelers. By leveraging the insights provided by experts like Square Lime, Greece can position itself as a top destination for Australian tourists, offering personalized and authentic experiences that appeal to a market increasingly focused on cultural richness and quality over quantity.

As Papadomanolaki explains, “At Square Lime, we don’t just provide a place to stay; we create experiences. Our commitment to hospitality goes beyond traditional service, offering genuine care, thoughtful details, and cultivating a sense of intimacy.”

Square Lime’s participation in Luxperience 2024 reinforced this message, presenting Greece’s potential as a leading destination for Australian travelers.

At Luxperience 2024, Square Lime strengthened its partnerships and showcased its portfolio to international industry professionals. “Visitors to the exhibition, seeking authentic experiences, found in Square Lime a reliable partner that represents the new era of Greek boutique hospitality,” Papadomanolaki said.