American tourists are now the top spenders among international travelers to Greece, according to a press release by Visa following the company’s first comprehensive study into Greek tourism trends. This new insight reinforces the significance of the U.S. market for Greece’s travel industry, especially for those eyeing luxury accommodations and unique experiences.
American Visitors: Big Budgets, Premium Experiences
American travelers plan on spending an average of $3,040 per person—about 13 percent of their annual income—on Greek vacations in 2024. Notably, 21 percent of surveyed Americans indicated they would consider spending over €18,000 during their stay, typically opting for five-star hotels and upscale amenities. For travelers, this trend means more high-end options and services catering to American tastes are likely to emerge throughout Greece. Visa’s General Manager in Greece, Nikos Petrakis, noted, “This shows the enormous potential of the U.S. market for Greece’s premium tourism sector.” The French ranked second, with an average planned spend of about €2,550, and the British at around €1,900. Roughly a quarter of British vacationers are even anticipating a larger travel budget this year, a positive sign for pan-European tourism demand.
Flexible Travel: The Rise of Last-Minute Bookings
Another key trend uncovered in the survey is a surge in last-minute bookings. An impressive 90 percent of travelers said they book their Greek getaways less than a month in advance, attracted by the flexibility of waiting for better prices or watching the weather forecast. For travelers, this trend underlines the importance of keeping an eye on airfare and hotel deals, as well as monitoring cancellation policies to maximize flexibility. Online booking platforms remain popular, but there’s also a significant uptick in the use of AI-powered travel tools and direct hotel or service websites. This evolution means smarter, more tailored travel recommendations may soon be the norm, giving visitors more options for customizing their Greek itineraries. Travelers from different countries also show distinct preferences in timing their visits. British guests often choose May and June, Americans flood in July, while the French prefer a September getaway. Stay length varies, with trips split fairly evenly between weeklong vacations and longer journeys beyond eight days.
Main Attractions: Sun, Sea, and a Taste of Culture
Greece’s classic appeal endures, with 69 percent of travelers citing sun and beach vacations as the top draw. The British (72 percent) and French (71 percent) are especially enthusiastic about seaside escapes. Culture is also a powerful magnet: 65 percent are interested in Greek culture, and the French in particular (72 percent) seek out archaeological sites. Americans show broader interests. In addition to enjoying seaside resorts and historical landmarks, many are drawn to music festivals, theme parks, vibrant nightlife, and exploring lesser-known villages—a sign that travelers are increasingly eager to look beyond the usual tourist hotspots. Popular regions include Attica (which encompasses Athens), attracting 41 percent of Americans and 39 percent of French tourists; the South Aegean with its famous islands like Santorini (31 percent American, 30 percent French); Crete (27 percent American, 35 percent French); and the Ionian Islands, which are a favorite for 32 percent of British visitors. Over 40 percent of respondents even combine Greece with extended journeys to Italy or Spain, creating ultimate Mediterranean itineraries.
Sustainability: A Priority for Modern Tourists
Sustainable travel is increasingly important among visitors to Greece. Roughly 30 percent of Americans are willing to spend five to ten percent more for eco-friendly accommodations and activities. About one-third of all surveyed guests rated sustainability as “very important” when they choose transport, dining, and daily activities. Visa's partnership with the Greek Ministry of Tourism, started in 2022, has supported this trend by rolling out contactless payment terminals in 30 cities and at major archaeological sites. This makes it easier for travelers to pay for services while also enabling tourism leaders to gather valuable data for smarter planning around sustainable growth.
Tips and Advice for Travelers Heading to Greece
How to Maximize Your Greek Vacation
- Book Flexibly: With many deals emerging less than a month before departure, sign up for airfare alerts and check hotel direct sites for last-minute specials. But also consider refund policies if your plans change.
- Go Beyond Beach Resorts: While classic destinations like Santorini and Mykonos remain popular, exploring smaller islands or inland villages can offer more authentic and less crowded experiences.
- Time Your Trip: To avoid peak crowds and high prices, consider traveling in May, June, or September, which still offer pleasant weather but fewer tourists.
- Combine Destinations: If you have time, add neighboring Italy or Spain to your journey for a comprehensive Mediterranean adventure.
- Prioritize Sustainable Options: Look for eco-certified hotels and tours, and consider lower-impact transportation like trains or ferries as part of your trip.
- Leverage Contactless Payments: Thanks to Greece's push for digital payment acceptance, you’ll find it easier to use cards at monuments, restaurants, and shops—even in smaller cities.
- Embrace Diverse Activities: From world-class archaeological sites and art museums to music festivals and local culinary tours, Greece offers something for every travel style.
Frequently Asked Questions for Greece-Bound Jetsetters
- Is it easy to pay with American credit cards throughout Greece?
Yes. Thanks to recent upgrades, most Greek cities, tourist sites, and hotels welcome contactless payments and major cards. - What’s the best way to find sustainable travel experiences?
Look for hotels, tours, or attractions with eco-certifications, and ask local guides about responsible options—they’re becoming more common in Greece’s top regions. - What are under-the-radar Greek destinations?
Americans in particular can find great value and authentic charm in less-touristed places like Naxos, Syros, or mountain villages in the Peloponnese. - Can I combine Greece with other Mediterranean countries?
Absolutely. Many travelers combine Greece with Italy or Spain, thanks to easy flight connections and ferry routes. - When is the best time to visit Greece for fewer crowds?
May, early June, and September generally offer sunny weather with fewer tourists and more relaxed local vibes.
Traveler Takeaways
For U.S. travelers, now is an ideal time to explore Greece—whether for luxury stays, authentic experiences, or eco-conscious adventures. The growing emphasis on personalized travel, flexible booking, and sustainability means Greece is more accessible than ever and evolving to accommodate the interests of global jetsetters. From chic hotels in Athens to quiet olive groves in the countryside, Greece remains a world-class destination worth the splurge. — Source: Visa press release
