Despite increasing uncertainty about the upcoming summer tourism season amid the war in the Middle East, Greece's tourism sector remains cautiously optimistic, driven by high visitor satisfaction levels, according to a new study by INSETE, the research arm of the Greek tourism industry.
Industry representatives warn that geopolitical tensions have already "hit the brakes" on bookings, stressing that "it is still too early for conclusions", with a clearer picture expected after Catholic Easter and largely depending on the "duration" of the crisis. However, the latest data suggest that Greece remains a highly competitive and resilient destination.
In 2025, Greece recorded an overall customer satisfaction score of 87%, placing it joint first with Cyprus among Mediterranean competitors. Spain and Italy followed closely with 86%, Turkey at 84%, and France trailing at 80%. The findings reinforce Greece's image as a safe and popular destination, factors that tourism stakeholders say have repeatedly helped the country weather external shocks, often benefiting from last-minute bookings.
Northern Greece's Halkidiki peninsula stands out as a key example of this resilience. Known for its "sun and sea" offering and its accessibility by road from Balkan markets, Halkidiki is well positioned to capitalise on late booking trends. During the April-October 2025 season, it achieved an overall satisfaction score of 88%, outperforming several well-established international destinations, including Marbella, Spain, and Istria, Croatia, both at 86%, as well as Mallorca at 85%.
Within Greece, only Naxos ranked higher, with a 90% satisfaction score, while Zakynthos (85%), Corfu, Kos and Rhodes (83%) followed behind Halkidiki. Across specific categories, Halkidiki performed particularly strongly in cleanliness (92%) and food and drink (86%), the latter being the highest score among Greek destinations.
While Italy's Rimini dominated several individual categories, including service (93%), cleanliness (93%), location (94%), and food and drink (95%), Halkidiki remained competitive across all areas, particularly in value for money (85%), where it ranked alongside Antalya. Among Greek destinations, Halkidiki topped the food and drink category.
By Lina Tsireka - adapted from Greek by Vassia Barba
