Enhancing long-haul connectivity and deepening motivational diversification are two key opportunities Greece can leverage to gain competitive advantage with respect to other Mediterranean destinations, says  Barcelona-based travel intelligence analytics Mabrian’s latest insights.

In a press statement, Mabrian says that Catalina Taltavull, Sales Director at Mabrian, shared findings from the Greece Outlook report, which analysed Greece’s position compared to Mediterranean competitors like Spain, Italy, Croatia and Türkiye throughout 2024 and how Greek destinations can harness travellers’ trends currently reflecting in choices to Mediterranean destinations.

The insights presented at the ‘Reimagine Tourism in Greece’ conference, organised by Kathimerini and the Greek Tourism Confederation (SETE), highlighted these critical opportunities namely improving long-haul connectivity and diversifying traveller motivations to address seasonality challenges.

The report emphasised the need for Greece to refine its tourism offerings while maintaining authenticity, saying it was essential for competing in a market where high-quality, unique experiences increasingly drive traveller decisions.

A significant focus of the report was the management of seasonality. Mabrian’s data revealed similarities between the air connectivity of Greece and its competitors, all of whom rely heavily on European markets during the summer. 

The statement adds that opportunities lie in tapping into long-haul markets such as the United States, which has seen a 23 pc increase in direct air connectivity to Greece compared to 2023 as well as in Asia and the Middle East.

Mabrian says that the conference in Athens featured remarks from key figures, including Greek Prime Minister Kyriakos Mitsotakis and Bhutan’s Prime Minister Tshering Tobgay. 

Taltavull explained that diversifying traveller motivations and targeting non-seasonal markets could help Greece combat the seasonal pressures it faces. 

By increasing the number of long-haul visitors and promoting extended stays, the country can alleviate the effects of high tourist concentrations during peak seasons, better distribute economic benefits and improve overall traveller satisfaction.

The event underscored that Greece’s success in extending overnight stays and managing visitor perceptions can play a crucial role in enhancing economic outcomes and local well-being.

With a robust strategy focusing on long-term connectivity improvements and motivational diversification, Greece aims to sustain its strong performance and boost its position as a year-round Mediterranean destination.