≡-UK, US, France, Italy, and Spain Tourists Travel to Greece in Record Numbers as High-Spending American Visitors Dominate the Luxury Tourism Segment in 2024, Spending Over Three Thousand Dollars Each and Booking Trips Worth More Than Eighteen Thousand Euros – Viral of Today

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Home » Greece » Greece Travel News » UK, US, France, Italy, and Spain Tourists Travel to Greece in Record Numbers as High-Spending American Visitors Dominate the Luxury Tourism Segment in 2024, Spending Over Three Thousand Dollars Each and Booking Trips Worth More Than Eighteen Thousand Euros Monday, June 23, 2025Tourists from the United Kingdom, United States, France, Italy, and Spain are driving a new wave of travel to Greece in 2024, lured by its sun-soaked beaches, ancient cultural treasures, and Mediterranean charm. However, it is affluent American travelers who are making the biggest impact financially, spending significantly more than their European counterparts. With many opting for luxurious stays in five-star resorts and high-end experiences, U.S. visitors have emerged as the leading contributors to Greece’s premium tourism sector. As demand rises across these key source markets, American spending patterns are reshaping Greece’s strategy toward high-value, sustainable tourism.Luxury Travel Trends in 2024: High-Spending Americans Lead the Global Upscale Tourism WaveAffluent travelers from the United States are making a strong mark on the luxury tourism landscape this year. On average, American tourists are expected to spend around \$3,040 per person during their travels—a figure that represents nearly thirteen percent of their annual income. This notable spending signals a growing trend toward high-end travel experiences, particularly stays in exclusive five-star resorts and hotels. Even more striking, around twenty-one percent of these travelers are planning trips that cost upwards of €18,000, reflecting a clear surge in demand for premium accommodations and curated experiences.Nikos Petrakis, Visa’s General Manager in Greece, emphasized this trend as a signal of the U.S. market’s growing strength in the luxury travel segment. France follows behind with average traveler spending reaching €2,550, which accounts for approximately eleven percent of their income. British tourists, while slightly more conservative, plan to spend about €1,900 on average—also about eleven percent of annual earnings. Interestingly, nearly one in four British travelers are expected to increase their travel budgets in 2024, a sign that demand for upscale tourism is not limited to the United States.Flexibility Takes Priority: The Shift Toward Last-Minute BookingsIn a notable behavioral shift, modern travelers are increasingly making travel decisions at the eleventh hour. Recent patterns reveal that up to ninety percent of tourists finalize their bookings within thirty days of departure. This trend is largely driven by travelers’ desire for greater flexibility, more control over fluctuating prices, and the ability to consider changing weather conditions before committing to a trip.While digital booking platforms remain a cornerstone of travel planning, a growing number of tourists are now also exploring hotel, restaurant, and local activity websites directly. Furthermore, artificial intelligence tools are playing a more prominent role in shaping travel decisions, helping users compare options, build itineraries, and optimize travel schedules.Seasonal trends vary across nationalities. British visitors often favor travel in the shoulder months of May and June. In contrast, Americans prefer vacationing in July, while French travelers are more likely to plan trips in September. As for the length of stay, tourists are almost evenly split: many opt for trips of four to seven days, while others enjoy extended breaks of eight days or more, depending on destination and itinerary.Broader Appeal: From Beach Escapes to Cultural ExplorationGreece continues to be a favored destination for its quintessential “sea, sun, and sand” experience, which still attracts sixty-nine percent of all visitors. British travelers top this category, with seventy-two percent prioritizing coastal holidays, followed closely by seventy-one percent of French tourists. However, cultural tourism is gaining significant momentum, with about sixty-five percent of tourists showing a strong interest in heritage and historic landmarks. The French, in particular, have a keen interest in archaeological attractions, with seventy-two percent seeking out ancient ruins and museums.In contrast, American travelers showcase a much more diversified set of preferences. Many from the U.S. are drawn not only to beaches and culture but also to music festivals, theme parks, nightlife scenes, and exploration of hidden villages and lesser-known islands. This broader interest profile makes the American traveler a key demographic for destinations that offer a mix of experiences.Popular regional destinations reflect this diversity. Attica, home to Athens, sees strong demand from both Americans (forty-one percent) and French tourists (thirty-nine percent). The South Aegean, which includes famous islands such as Santorini and Mykonos, attracts thirty-one percent of Americans and thirty percent of French travelers. Crete also ranks high, drawing twenty-seven percent of Americans and thirty-five percent of the French. For British tourists, the Ionian Islands remain a popular choice, with thirty-two percent favoring the region’s scenic coastlines.Additionally, multi-country Mediterranean trips are on the rise. More than forty percent of international travelers are now combining Greece with neighboring destinations like Italy and Spain, opting for enriched itineraries that span multiple cultures and coastal charms.Growing Emphasis on Sustainable Travel ChoicesSustainability is no longer just a buzzword—it’s becoming a priority for a significant share of global travelers. Among Americans, nearly one-third express a willingness to pay between five and ten percent more for environmentally friendly travel options. These include everything from low-emission transportation and farm-to-table dining to eco-conscious lodging and carbon offset programs.A growing number of travelers now view sustainability as a “very important” factor in their decision-making. This applies especially to how they move between destinations, the food they consume, and the activities they choose to support. For tourism-dependent economies like Greece, these preferences are helping shape long-term planning.Visa, in partnership with the Greek Ministry of Tourism since 2022, has played a crucial role in modernizing the infrastructure to support sustainable tourism. Through this collaboration, contactless payment systems have been installed in thirty cities and major archaeological sites across the country. These systems not only improve convenience for travelers but also provide valuable data to help stakeholders better manage tourism flows, improve visitor experience, and implement smarter tourism policies that prioritize environmental stewardship.Conclusion: A New Chapter in Global TravelTourists from the UK, US, France, Italy, and Spain are visiting Greece in large numbers, but American travelers are spending the most—driving demand for luxury stays and premium experiences. Their high-end spending is reshaping the country’s tourism economy in 2024.As 2024 unfolds, the global travel landscape continues to evolve in remarkable ways. Affluent Americans are redefining what luxury tourism looks like, while travelers from Europe embrace flexible booking and seek meaningful cultural engagements. Whether it’s last-minute spontaneity, interest in local heritage, or commitment to sustainability, today’s tourists are reshaping how, when, and why we travel. For destinations like Greece, which cater to a diverse mix of travelers, the challenge—and opportunity—lies in adapting to these dynamic preferences while safeguarding the essence of what makes travel so enriching.

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