A wedding in Greece is not just a ceremony, but a high-value experience that can exceed 157,000 euros: around 130 guests travel, stay an average of four nights and feed an entire chain of tourist services. Wedding tourism thus emerges as one of the most dynamic and profitable sectors of the Greek economy, with a strong international character and significant growth prospects.

These data emerge from the Focus Bari survey “Saying Yes to Greece – Destination Weddings in Greece: The market picture”, which was presented within the framework of the Destination Weddings Tourism Forum – Greece 2026. According to the findings, the average budget per wedding reaches 160,000 euros (before VAT), while the total annual economic contribution of the sector can reach up to 2.5 billion euros.

The international nature of the market is particularly strong, as 77% of weddings managed by wedding planners involve couples from abroad. The dominant markets are the USA, the UK, Australia, Canada and Israel, while new markets are developing dynamically, such as India and the United Arab Emirates. Indicatively, 95% of professionals report demand from the USA, 58% from the UK, 27% from Australia, 24% from Canada, 18% from Israel and 16% from the UAE.

The survey also records the main preferences of couples: 95% seek authentic local experiences and personalized design, 92% emphasize privacy, while 84% choose high-end gastronomy. At the same time, 34% turn to eco-friendly practices, reflecting the shift towards more sustainable organization models.

At the same time, trends such as multi-day weddings, pre- and post-wedding activities and the overall destination experience are gaining momentum. The dynamics of the Indian market are indicative, where a three-day wedding of 300 guests can reach a budget of up to 1 million euros.

The Destination Weddings Tourism Forum – Greece 2026 was held with the participation of institutional representatives, professionals and international opinion leaders, highlighting wedding tourism as a strategic pillar of development with high added value for the Greek economy.

Tourism Minister Olga Kefalogianni stressed that wedding tourism is a deeply personal experience that creates significant value for local communities, as it is associated with longer stays and increased spending. For his part, Deputy Minister of Culture Iasonas Fotilas focused on Greece’s comparative advantages, such as its history and cultural identity.

Particular emphasis was also placed on the role of the digital environment, with the co-founder of the international wedding media WedVibes, Alina Kupernina, pointing out that investment in promotion campaigns is imperative, as the choice of destination is decisively influenced by the digital environment and the content posted on social media by couples and guests.

At the same time, it was revealed that destination weddings now function as complete travel products, contributing to the extension of the tourist season and the strengthening of activity in more areas of the country.

The conference was opened by GDPA President Thomas Politis, who highlighted the importance of wedding tourism for the Greek economy and the need to formulate a coordinated national strategy in order for Greece to establish itself as a strong player on the global map of wedding tourism. As he stated, “wedding tourism is not just an emerging form of tourism, but a strategic pillar of development with high added value for the Greek economy”, highlighting the need for targeted international promotion, infrastructure upgrades and closer cooperation between the public and private sectors.

The conference was under the auspices of the Greek National Tourism Organization and SETE.