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Greece among top destinations for ‘Generation T’ Travelers in 2024


Greece is among the Top 10 countries that younger travelers are eager to visit in the next year or have already visited, according to the findings of a study released by ABTA (Association of British Travel Agents), the trade association for UK travel agents and tour operators.

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Indicatively, Greece ranks 6th on a list of countries where 18-24-year-olds – also known as Generation T – want to go. Their number one pick is Italy, followed by France, the US, Spain and Germany. 

Chart: Where Generation T aspires to go next year. Source: ABTA

According to ABTA’s “Four Trends for ’24” study conducted last August on a sample of 2,000 people, 72 percent of Generation T youths are planning to travel overseas in the next 12 months – more than any other age group. At the same time, Generation T takes longer holidays than any other age group. 

Chart: Overall, 64% say they will take an overseas holiday next year, that increases to 72% of Generation T. Source: ABTA

Additionally, the 18-24-year-olds are almost three times as likely than the average traveler to go on an adventure holiday in the next 12 months and twice as likely to go camping, to a major sports event, take a train holiday, and go on a food and drink-based break. 

According to ABTA, the four travel trends for 2024 are:

  • Generation T are set to be the ones traveling the most in 2024 and seeking a wide range of travel experiences
  • ‘Shoulder Shoppers’ – mostly aged 55+ and families planning to travel during half-terms and Easter as well as the summer break
  • ‘Holiday Neophiles’ – those seeking to visit destinations that are new and not as popular
  • ‘Sustainability Selectors’ – holidaymakers who choose destinations based on sustainability. 
    Source: ABTA

Other key takeaways of ABTA’s “Four Trends for ’24” study:

  • 93 percent of 18-24-year-olds say the cost of living will have an impact on their travel plans in the next 12 months with only 4 percent saying they won’t go on holiday at all
  • 32 percent said they plan to book cheaper accommodation to keep costs down, 27 percent will take fewer holidays, 25 percent said eating out less on holiday was an option, and 24 percent said choosing cheaper transport was a thought.

“The 18-24-year-olds have been increasingly keen to get out and see the world over the last few years. They went on an average of 2.7 holidays abroad each in the last 12 months, up from 2.2 holidays abroad each in the 12 months before that,” said Graeme Buck, director of ABTA Communications, adding that while this group has an eye on cost, “they continue to be a highly attractive market for many in the travel industry”.