The Australian tourism market is of particular interest to Greece due to its large Greek diaspora. Findings from primary research conducted by the Greek Ministry of Tourism regarding the travel preferences of Greek-Australians are therefore valuable.
According to the Office of Economic and Commercial Affairs in Sydney, due to the long distance and cost, Greek-Australian visitors typically stay in Greece for extended periods, such as a month or between six and eight weeks. The report also highlights the significant number of Greek-Australians working in the tourism sector who demonstrate a particular interest in Greece’s tourism development.
Australian Travelers
The Greek community in Australia is diverse. There are different categories of travelers within it, primarily based on age and the period during which they migrated to Australia. The main categories are as follows:
- First-generation immigrants: These individuals are now older, and if they have the financial means and health permits, they visit their place of origin as often as possible. They often own holiday homes or other properties there. In many cases, they spend extended periods in Greece (e.g., six weeks), and sometimes even close to half the year, primarily during spring and summer. However, it should be noted that if a retiree stays outside Australia for more than six months, their pension payments may be suspended.
- Second-generation immigrants: This group maintains less close ties with Greece, given their lack of firsthand experience with the country. Their primary motivation for visiting is vacationing, and they choose popular tourist destinations like Athens, Mykonos, Santorini, as well as the Cyclades, Ionian Islands, and Crete. They are less inclined to explore less popular destinations. These visitors travel to Greece less frequently, perhaps every five years. However, even among third and fourth-generation immigrants, the desire to visit Greece remains strong, despite their limited connection to the Greek language and culture.
- Recent immigrants: These individuals migrated due to the economic crisis of recent years. Their connection to Greece remains strong, and they return as often as they can (usually every two years, primarily for financial reasons) to see their families. Their primary destination is the place in Greece with family connections, where they stay in their own homes or holiday houses. Consequently, they behave more like local residents than tourists while in Greece.
In many cases, the tourist behavior of Greek-Australians and other Australian tourists doesn’t differ significantly, except that Greek-Australians are likely to visit their ancestral region at the beginning of their trip.