Greece retains its position among Europe’s most popular travel destinations for 2026, according to Visa’s new “Travel Trends 2026” survey, conducted in partnership with Ipsos and the Payment Innovation Hub.
The survey, which was based on responses from travelers in the United States, the United Kingdom, France and Germany, shows that the country continues to attract strong interest, with high rates of repeat visits and steady tourist spending.
According to the study’s data, more than half of the travelers planning to visit Greece in 2026 have already travelled to the country again, confirming the steady momentum of Greek tourism in key overseas markets.
Most visitors choose Greece mainly for holidays by the sea, while interest in culture, historical sites, gastronomy and nightlife remains particularly strong. Travellers from the US appear more oriented towards integrated experiences combining multiple activities, while Europeans continue to show a particular preference for the Greek islands.
Attica, Crete, South Aegean and the Ionian Islands remain the top destination choices. Americans show a particular preference for Attica, while the British and Germans choose mainly island destinations such as Crete and the Ionian Islands.
The majority of travel continues to take place from May to September, with September being a particularly popular month for German and British travelers.
Despite international economic pressures, travel spending remains high. Most visitors say they will maintain or even increase their holiday budgets in Greece, with Americans showing the highest average spending per person.
The survey also records a significant boost in the use of digital payments. Travellers are increasingly choosing cards and mobile wallets for their transactions, even in countries where cash remains traditionally strong, such as Germany.
At the same time, artificial intelligence is beginning to influence the way travel is organised, with tools such as ChatGPT now being used by many travellers for inspiration, planning and saving time when preparing their holidays.
The growing importance of sustainability in tourism is also significant, with many visitors – particularly from the US – saying they are willing to pay more for more environmentally friendly travel options.
Visa executives believe that Greece continues to strengthen its international image thanks to its combination of natural beauty, culture, quality services and modern digital infrastructure, elements that are shaping an increasingly integrated travel experience.
