European travelers are increasingly exploring winter tourism, not only in greater numbers but also with a preference for premium experiences. Greece is seizing this opportunity to establish itself as a prime choice for winter getaways, appealing to those seeking unique offerings at lower costs compared to summer vacations.
Greece’s Growing Appeal for Winter Travel
Greece is becoming a top choice for Europeans seeking winter escapes. The country offers a combination of mild weather, vibrant city-break options, breathtaking landscapes, and rich cultural experiences. This rising popularity is evident in the 16.4% rise in airline seats scheduled for Greece during the 2024-2025 winter season, reaching 5.6 million seats, as per Airdata Tracker by INSETE.
Demand has spiked particularly in March (+21.9%), February (+17.4%), and January (+16.7%). Travelers from France (+28%), the Netherlands (+20%), the USA (+10.5%), the UK (+7.7%), Germany (+6%), and Italy (+4%) are leading this trend.
Athens and Thessaloniki, the country’s top city-break destinations, have seen notable growth in popularity. Scheduled airline seats for Athens have risen by over 17%, while Thessaloniki has experienced a 14.6% increase. Athens, in particular, is witnessing exceptional growth in international passenger traffic, with year-over-year gains of +11.3% in October, +15.7% in November, and +18.1% in December 2024.
Santorini, renowned for its romantic charm, is also becoming a preferred winter spot, especially among couples, as highlighted by AI-powered travel planning platform Speakspots.com. Greece is now the third most sought-after winter destination for travelers seeking nature-centric vacations, cementing its position as an emerging favorite for off-season tourism.
Cost Benefits of Winter Travel
The financial appeal of winter vacations is another significant draw. Research indicates that winter travelers spend approximately €320 daily, with a typical weekend getaway (lasting 2.8 days) costing around €775 per person—€121 less than a similar summer trip. On average, accommodation costs €150 per night, with expenses on food and activities estimated at €97 and €72 per day, respectively.
Winter Travel Trends Across Europe
Germany:
German travelers, especially the younger demographic, are increasing their expenditure on winter travel. A Simon-Kucher & Partners study found that 31% of Germans plan to allocate more funds to winter vacations, with Generation Z leading this trend (+4.6%). Their preferences lean towards extended trips and far-off destinations, with 22% favoring distant locales and 20% opting for luxury experiences. Interestingly, many Germans prefer high-end short-term rentals over hotels, sharing accommodation expenses with companions.
United Kingdom:
Winter holidays are popular among British travelers, who view them as a way to escape the cold (18%) and unwind after the Christmas season (18%), according to a YouGov survey. Key factors influencing their choice of destination include affordability (64%), favorable weather (45%), direct flights (45%), and distinctive activities or experiences (24%). Popular preferences among Brits include sunny beaches (25%), cultural explorations (16%), and urban adventures (15%).
Greece’s Commitment to Sustainable Mountain Tourism
To broaden its winter offerings, Greece is focusing on sustainable mountain tourism through substantial investments. The Greek Ministry of Tourism has launched a €50 million project to modernize ski resorts like 3-5 Pigadia, Anilio-Metsovo, Parnassos, Seli, and Karpenisi using funds from the Recovery Fund. Additionally, €5.5 million is being allocated to promote mountain tourism via a dedicated digital platform and to upgrade mountain refuge infrastructure.
New legislation aims to transform ski resorts into year-round tourist destinations by facilitating activities beyond skiing. This includes creating mountain lodges and other accommodations while maintaining environmental protection standards.
Significant Investments in Winter Tourism
A standout development in Greece’s winter tourism sector is the planned Elatos Resort on Mount Parnassos. This ultra-luxury project, supported by a €30 million investment from the Lampsa group, is expected to be a key addition to Greece’s winter tourism landscape. Managed by Accor for 25 years, the resort is scheduled to open in late 2026. It will function as a wellness mountain retreat, aiming to compete with Europe’s premier alpine resorts.
Conclusion
Through strategic investments and leveraging its natural and cultural assets, Greece is rapidly emerging as a strong contender in Europe’s winter tourism market. By offering affordable travel options, enriching experiences, and improved infrastructure, the country is set to attract a diverse array of travelers eager to explore its off-season charm.