Greek τourism: What foreigners prefer and where they spend their money

An original survey was carried out by GBR on behalf of the Athens Attica & Argosaronic Hotel Association, highlighting the profile of tourists visiting the Greek capital. Why they come, what they prefer to spend their money on, what they focus on the most. The research conducted on 2,000 tourists revealed that foreign visitors have some common interests but are also distinguished by different approaches to the destination of Athens. GBR therefore created ten plus one profiles of tourists visiting Athens.

These 10 groups of travelers have traveled to Athens with a specific interest and planned their trip to the city accordingly.

However, a large group, about 1/3 of leisure travelers have no specific interests. This group pursues a more “relaxed” approach without a fully packed schedule and the intention to visit as many attractions as possible. The downside is that ‘casual’ travelers feel they have had limited contact with the locals and their way of life. They also spent less than all other categories of tourists. The “relaxed” traveler is very satisfied with their overall experience in the city with a rating of 8.4 out of 10.

For “history buffs” who have a great love for archeology and history, Athens is a very interesting destination. Of the 10 travel profiles, they spend the least in the city.

“Art lovers” are inspired by the architectural wealth of Athens, galleries and museums. An architecture and/or street art tour is often part of their program.

“Αctive” tourists visit as many attractions as possible, go shopping and also visit the beaches of Athens. They often take part in bike tours and use the hop on hop off buses.

A large group of travelers are those who see Athens as a “stop over”. They stay an average of 1.6 nights but have a great time and are very satisfied with their short experience.

Another group of travelers are the “night owls” who enjoy the capital’s entertainment and nightlife in its restaurants, taverns, bars, theaters, festivals and events.

“Shoppers” who focus on shopping visiting Athens for the attractive shopping experience. The capital offers a variety of malls, shopping areas, stores and boutiques of all kinds and for all tastes.

Gastronomy reflects local culture, heritage and traditions, and “foodies” want to discover new flavors and culinary experiences.

For “sea and sun lovers” a visit to the Athenian Riviera, which stretches from Piraeus to Sounio, is a must. Going to the beach and swimming in the sea is the main activity.

The “anthropocentrics” are another group that visits friends and relatives, with the majority staying in the center of Athens.

Finally, after the Covid-19 pandemic, the “business traveler” is back. Often combining work and leisure, it is the highest spender of all traveler groups.

Despite different interests, all tourists in Athens, including business travelers, have the following in common: they usually visit the Acropolis with the Parthenon and the Acropolis museum, combined with walks in Plaka and Monastiraki. This also means that tourist flows are too much in these areas, which will affect these neighborhoods, putting pressure on residents who see the viability of their neighborhoods diminishing.