Despite severe challenges from extreme weather events, Greece managed to maintain its leading position in terms of satisfaction with the travel experiences it offers, according to the quarterly report of INSETE (July–September 2025), based on big data analysis and online reviews through its collaboration with TCI Research (MMGY).
According to TCI Research’s rolling surveys, climate and environmental challenges are among the main factors negatively affecting the country’s overall reputation, highlighting the need for investments—mainly public but also private—in more resilient infrastructure and insulation, as well as to meet rising energy demands.
The country overall, as well as Athens, maintained an experience score of 9.1, higher than the European average (8.7) and its main competitors — Croatia (9.0), Portugal (8.8), Italy (8.8), and Spain (8.7). This performance confirms the consistent competitiveness and high quality of experiences offered by Greek tourism.
Decline in online reputation due to natural events
The third quarter of 2025 was marked by a drop in the Net Sentiment Index (NSI), as wildfires, earthquakes, disruptions in ferry services due to bad weather, and floods in Kefalonia and Zakynthos significantly affected the country’s online reputation.
Greece recorded an NSI of 15 and Athens 16, compared to Croatia’s 59 and Portugal’s 37. However, in September—coinciding with the end of the severe weather events—there was a remarkable recovery: Greece rose to 34 and Athens to 37, slightly below Italy (40), slightly above Spain (31), and well above Portugal (18). Croatia achieved the highest September score (62).
Culture and hospitality: The strongest pillars of positive image
Online discussions about culture (33,089 mentions) enhanced the country’s reputation, with an impressive NSI of 86. Hospitality followed (85), then gastronomy (77)—areas where Greece has long excelled.
Visitor narratives focused on experiences linking culture with landscape and daily life:
the Acropolis and the vibrancy of Athens, Meteora, Astypalaia, and Kefalonia, as well as experiential activities such as olive harvesting, wine tasting in Santorini, hiking in Crete, and observing sea turtles in Zakynthos.
These experiences reinforced the image of a country that is authentic, hospitable, and humane—able to offer meaningful connection with its land and people.
Environment and natural events: The main source of negative mentions
In contrast, negative online mentions focused on environmental issues, totaling 10,633 comments with an NSI of 55. Wildfires, heatwaves that led to the temporary closure of the Acropolis, and floods in the Ionian Islands contributed to a negative climate.
Additionally, tensions between Israeli tourists and locals further affected sentiment, keeping attention on safety and environmental concerns.
Experience by Region: Western Macedonia and Western Greece lead
Western Macedonia (9.6), Western Greece (9.4), and Thessaly (9.4) achieved the highest satisfaction scores, demonstrating the potential of less tourist-developed regions.
Among mature destinations, Attica (9.2), the Cyclades (9.1), and the Ionian Islands (9.1) maintained excellent experience levels. This shows the country’s consistent ability to meet the expectations of international demand during the peak tourist season.
Tourism experience by Region
- Culture: Thessaly and Western Greece (both 9.5) recorded the highest satisfaction, followed by the Cyclades (9.4) and the Peloponnese (9.2), showcasing Greece’s ability to keep heritage and tradition alive.
- Sea Experience: The Peloponnese and Epirus (9.4) offered the best experiences, while the North Aegean (8.2) lagged behind in this aspect of tourism.
- Gastronomy: Western Greece (9.3), the Ionian Islands, and Crete (9.2) topped culinary satisfaction. Western Macedonia stood out with 9.6, though with limited review volume.
- Hospitality: Western Greece, Thessaly, and Attica (all 9.5) confirmed Greece’s strength in service, while the Ionian Islands (9.6) achieved the highest score. The North Aegean (8.5) improved slightly but remained below average.
- Value for Money: Western Macedonia (10.0), Western Greece (9.3), and Central Greece (9.3) led, while Eastern Macedonia and Thrace (8.2) showed room for improvement.
- Sustainability: Western Macedonia (10.0) and Western Greece (9.3) stood out for positive attitudes toward sustainable travel, followed by Epirus (9.1). In contrast, Thessaly (7.3), Crete (7.7), and Central Greece (7.9) showed limited progress.
- Hygiene: Western Greece (9.3), the North Aegean (8.7), and Central Macedonia (8.7) recorded the highest performance. The Ionian Islands (7.1) and Central Greece (7.3) underperformed, likely due to seasonal pressure.
It is noteworthy that sustainability and hygiene show the greatest variation among regions. Particular attention is drawn to the low rate of environmental certification among hotels compared with competing countries, an issue that, according to INSETE, must be addressed immediately to shape a more responsible and sustainable tourism model.
Greece in the hearts of foreign travelers
The five markets contributing over 50% of tourism revenue continue to rate the country highly:
United States 9.4, United Kingdom 9.0, Germany 8.7, France 8.5, Italy 8.4.
The data confirm that Greece remains a top choice for discerning travelers seeking experience, authenticity, and human connection.
