Greece ranks as one of the top destinations for European travelers in 2025, according to a new report from French hospitality group Accor.
The report, based on a survey of 8,000 adults across seven European countries – UK, Germany, Netherlands, France, Italy, Spain, Poland – reveals that Greece is the fourth most popular destination among Europeans, with 16 percent planning a visit in 2025, up from 13 percent in 2023. This positions Greece among the top favorite intra-regional hotspots for 2025.
Spain leads the list with 24 percent of Europeans planning to visit, a slight increase from 23 percent last year, followed by Italy at 20 percent (up from 18 percent) and France at 16 percent. Portugal completes the top five with 13 percent.
The report, titled “European Travel 2025: Balancing Growth and Impact”, highlights several trends for 2025.
According to the report, while European travelers are optimistic about traveling more frequently and spending more on trips, the tourism industry faces the challenge of addressing sustainability concerns.
“The growing interest in travel must be balanced with environmental considerations, ensuring that travelers make responsible choices,” says the report.
Photo source: Accor
The survey reveals that more than half of respondents (53 percent) expect to spend more on travel in 2025 compared to 2024. In contrast, just 10 percent foresee a decrease in their travel budgets. Travelers from Poland are the most optimistic about increasing their spending, with 65 percent expecting a rise and only 8 percent anticipating a decrease. Germans (62 percent) and Spaniards (55 percent) follow suit, while 52 percent of travelers from the Netherlands and the UK also expect their travel budgets to grow.
In addition to higher spending, Europeans are planning to take more trips in 2025. A significant 88 percent of respondents expect to take at least one transatlantic leisure trip, and there is also a marked increase in international and domestic business travel.
Despite economic challenges and geopolitical instability, the report reveals that Europeans remain optimistic about travel but also emphasizes the increasing importance of sustainability.
Climate change and eco-conscious travel are key concerns for 73 percent of respondents, up from 71 percent in the previous survey. Of these, 25 percent regard sustainability as “very important”, an increase from 22 percent. Italians and Germans are the most committed to green travel, with 81 percent considering these factors critical, followed by Spaniards (78 percent), Poles (77 percent), and the French (75 percent).
According to the report, travel companies can encourage more sustainable choices by offering lower premiums for eco-friendly options, a key motivator for 46 percent of Europeans.
Other effective strategies include increasing the availability of sustainable travel options (36 percent), ensuring transparency about sustainability efforts (34 percent), offering loyalty rewards (31 percent), and making short-haul travel more appealing (22 percent).
Despite the optimism about travel, rising living costs, overtourism, and climate change continue to pose significant challenges for the tourism industry.
To manage inflation and higher living expenses, 88 percent of respondents plan to adopt at least one cost-saving measure, such as avoiding peak-season trips (30 percent), opting for more affordable accommodation (23 percent), or choosing budget-friendly destinations (22 percent).
Overtourism remains a pressing concern, with 11 percent of travelers reporting that overcrowded destinations have spoiled their holiday experience. Furthermore, 8 percent admitted feeling guilty about visiting overcrowded locations, reflecting a growing awareness of the impact of tourism on local communities and ecosystems.
Photo source: Accor
Moreover, the report identifies three main reasons Europeans travel: business, fostering connections, and seeking relaxation.
“Workation” trips are on the rise, with one in four European travelers (25 percent) planning at least one combined work-and-leisure trip abroad in 2025, up from 19 percent in the previous survey. Notably, 14 percent — especially those aged 18-24 — prefer working from their travel destinations to better immerse themselves in local communities.
Additionally, 34 percent of travelers value engaging with local cultures and communities during their trips.
However, for 40 percent of Europeans, the primary reason for travel is rest and relaxation, offering an escape from stressful work environments. Fifteen percent of respondents specifically mention the need to balance work-life routines as a motivator for taking a holiday.
Accor commissioned One Poll to conduct the survey between October 22-28, 2024.
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