According to a study by INSETE Intelligence titled “The Reputation of Greece and Each Region on Social Media and Travel Websites – Q2 2024”, Greece, both overall and by region, maintained its competitive edge in visitor experiences, with ratings surpassing the European average.
In particular, Thessaly and Western Macedonia had the highest scores during the second quarter (April-June), highlighting the potential for extending tourism beyond traditional peak seasons and expanding to lesser-known areas.
Visitor Preferences
- Tourists increasingly prefer traveling to areas outside major cities.
- High ratings were given for the workforce, cultural experiences, gastronomy, and seaside enjoyment.
- Discussions around rising temperatures and wildfires (especially in June) have influenced the country’s reputation and tourist experience.
Key Findings:
INSETE, in collaboration with TCI Research (now part of MMGY), gathers big data on Greece and its competitive destinations (Italy, Spain, Portugal, Croatia), allowing for comparisons between Greece and its competitors.
The report also includes insights from all 13 regions of Greece, focusing on dining and attractions. Over 109,000 reviews on attractions and 69,000 on restaurants and bars in Greece were analyzed, alongside millions of reviews from competitive destinations.
For Q2 2024, based on internet and social media data, the main points are:
NSI Index Trends:
In the second quarter, Greece (30) and Spain (30) ranked third, after Portugal (66) and Italy and Croatia (both 55). April was particularly strong for Greece’s and Athens’ online reputation.
Online Discussions:
Greece’s reputation continues to generate the most positive discussions on topics like culture and gastronomy. Positive comments also focused on the weather (especially during the spring months), the quality of seaside experiences, alternative destinations like Meteora, and activities such as climbing and hiking. Culinary experiences included cooking classes and dining in unique settings.
Other positive references highlighted new long-haul direct flight routes and Greece’s appeal as a top destination for solo female travelers. However, rising temperatures in June, a common issue for Mediterranean destinations, were linked to wildfires and the temporary closure of significant archaeological sites.
Hospitality generated relatively fewer discussions but ranked third among factors contributing to positive reputation.
Experience Ratings:
Tourist satisfaction remained very high (Greece: 9.2 & Athens: 9.1), significantly exceeding the European average (8.9).
Since February 2024, the number of reviews for Greece has steadily increased, with Athens following this trend until May, before seeing a slight dip in June. This suggests that while overall tourism is rising due to the peak season, visitors are increasingly venturing beyond major cities, as evidenced by the faster growth in reviews for Greece overall.
All regions received scores over 9, with Thessaly and Western Macedonia reaching 9.5 and 9.4, respectively, underscoring the potential for extending tourism activities across both time and space.
Key Experience Components:
- Cultural experiences: 9.3
- Gastronomy: 9.1 (surpassing seaside experiences)
- Seaside experiences: 9.0
- Human resources: Travelers highly value Greece’s workforce, with a nationwide score of 9.5.
- Value for money: 9.1, a remarkable achievement, particularly during peak season.
- Sustainable travel: 8.4, and hygiene: 8.3, both received solid ratings.
Tourism Experience by Region:
- Thessaly topped the rankings for cultural experiences, followed by Central Macedonia, Peloponnese, and Western Greece.
- Crete led in gastronomy, followed closely by the Ionian Islands and Western Macedonia.
- Epirus earned the highest ratings for seaside experiences.
- Central Greece, Epirus, and the Ionian Islands received the highest scores for workforce quality.
- Central Greece ranked first in value for money, closely followed by Western Greece.
- Central Macedonia received the highest praise for sustainable practices and hygiene.
Ratings by Market:
The five international markets with the most reviews for Greece were the UK, US, France, Germany, and Italy. Visitors from the US and UK gave the highest overall ratings, followed by those from Germany, France, and Italy.
Source: imerisia.gr