Germany Overtakes Russia, Italy, United Kingdom, France, Spain, Netherlands And More In Aiming To Drive Greece’s Tourism Growth, Projecting Over One Trillion In Economic Impact And Record Visitor Numbers

Published on February 27, 2026

Image generated with Ai

Germany Overtakes Russia, Italy, United Kingdom, France, Spain, Netherlands and More in Projected Surge of Greece’s Tourism Growth by 2028, Aiming for Over One Trillion Euros in Economic Impact and Record-Breaking Arrivals. This surge in Greece’s tourism is largely driven by Germany’s increasing interest in wellness, cultural, and luxury experiences, surpassing other European and international markets. With Greece’s efforts to diversify its offerings and extend its tourism season, the country is set to experience unprecedented growth by 2028, attracting a diverse range of travelers from key markets around the world, all contributing to a projected economic boost of over one trillion euros.

Greece, a country rich in culture, history, and natural beauty, is quickly becoming one of the most sought-after destinations in the world. The nation’s tourism industry has long been a significant contributor to its economy, but recent trends and projections suggest that by 2028, Greece is set to experience a remarkable tourism growth. Among the most notable factors driving this change is Germany, which is projected to overtake other key markets, including Russia, Italy, the United Kingdom, France, Spain, and the Netherlands, contributing to Greece’s impressive economic boost.

As Greece looks to the future, the focus is shifting toward expanding its tourism sector by targeting new markets, enhancing its offerings, and positioning itself as a top destination for wellness tourism, cultural experiences, and luxurious getaways. In this article, we will explore the key factors contributing to Greece’s growth, the role of Germany in this expansion, and how Greece plans to meet its 2028 tourism targets.

Projected Tourism Surge: Greece’s Ambitious Growth Targets by 2028

Greece’s tourism sector is on the verge of a massive transformation. According to official projections, the country’s tourism revenue is set to exceed one trillion euros by 2028, with a dramatic increase in the number of international visitors. This growth is a result of multiple factors, including expanded marketing efforts, targeted investments, and global shifts in travel preferences, particularly towards wellness tourism.

The Greek government, along with the private sector, is ramping up efforts to capitalize on this growing trend by diversifying the tourism offerings beyond the traditional sun-and-sea holidays. This includes promoting luxury experiences, wellness tourism, cultural retreats, and health-focused holidays. Wellness tourism alone is projected to surpass $1.3 trillion globally by 2028, and Greece is positioning itself as a key player in this fast-growing sector.

By strategically targeting high-spending travelers, Greece is planning to increase its tourism revenue, extend its tourism season, and significantly boost international arrivals over the next decade. However, the role of key markets, especially Germany, in this growth cannot be underestimated.

Germany: The Leading Market for Greece’s Tourism Growth by 2028

Germany has long been a major contributor to Greece’s tourism, and its role in boosting Greece’s tourism growth by 2028 is expected to be unparalleled. In fact, Germany is projected to overtake other major markets, including Russia, Italy, the United Kingdom, France, Spain, and the Netherlands, in terms of visitor arrivals and economic impact.

Germany’s strategic geographic location and strong historical ties with Greece play a crucial role in its continued dominance as one of the largest source markets. Germans are not only frequent visitors to Greece’s stunning islands and beaches but are also increasingly drawn to the country’s wellness tourism, cultural heritage, and luxury offerings. The German market is also seeing an increased focus on year-round travel, with more visitors opting for off-season visits to Greece’s thermal spas, cultural retreats, and gastronomic experiences.

Germany’s economic influence is expected to be the driving force behind much of the projected one trillion euro tourism revenue. As Greek officials continue to implement marketing campaigns tailored to German tourists, along with enhancing infrastructure and wellness offerings, Germany is poised to become the largest single market for Greece by 2028.

Other Key Markets Contributing to Greece’s Tourism Growth by 2028

While Germany leads the charge, other countries are also playing a significant role in Greece’s tourism growth. Each of these countries is expected to contribute to the projected increase in tourist arrivals and economic impact that will propel Greece’s tourism industry to new heights. Let’s explore these countries in detail:

• Russia
  • Russia has always been an important market for Greece, and projections for 2028 suggest that it will continue to contribute significantly to the country’s tourism revenue. With increased flight connectivity and growing demand for luxury travel and beach holidays, Russian tourists are expected to make a substantial contribution to Greece’s tourism growth. The continued rise in interest in wellness tourism among Russian travelers is also expected to benefit Greece’s health-focused tourism offerings.
• Italy
  • Italy is another European market where Greece anticipates increased tourism activity by 2028. Italy’s proximity to Greece makes it an ideal source market for short-haul trips, with Italian travelers increasingly choosing Greece for its cultural offerings, beach resorts, and gastronomic tourism. The rising trend of wellness tourism is also evident in Italy, and many Italians are expected to seek out thermal springs and holistic experiences in Greece.
• United Kingdom
  • The United Kingdom is a long-standing top source market for Greece, and this is expected to remain the case through 2028. As UK travelers seek more affordable yet luxurious travel experiences, Greece’s Mediterranean charm, vibrant culture, and affordable luxury make it a go-to destination. The rise of year-round travel and wellness tourism are also playing a role in attracting British tourists, with an increasing number opting for off-season visits for relaxation and rejuvenation.
• France
  • France is another key contributor to Greece’s growing tourism sector. French tourists, who value both luxury and culture, are increasingly drawn to Greece’s historical sites, luxury resorts, and gastronomy. With a growing interest in wellness retreats and yoga retreats, France is expected to continue its role as one of the major tourism markets for Greece in the coming years.
• Spain
  • Spain shares similar tourist preferences with Greece, particularly in terms of beach holidays and cultural experiences. As Spain recovers from the pandemic and adjusts to new travel dynamics, its tourism growth is expected to contribute to Greece’s success. The rising interest in health and wellness tourism will only enhance this growth, as more Spanish travelers seek holistic experiences abroad.
• Netherlands
  • The Netherlands is another European market that is expected to increase its presence in Greece by 2028. Dutch tourists, known for their appreciation of nature-based activities, wellness, and luxury travel, will be key contributors to the growth of Greece’s year-round tourism season. The rise of remote work and extended stays is also likely to encourage Dutch travelers to opt for longer stays in Greece’s wellness destinations.

Greece’s Strategy for Tourism Growth by 2028

Greece’s success in attracting visitors from these countries by 2028 will depend on several key strategies and initiatives:

1. Promoting Wellness and Health Tourism
   • Greece’s wellness tourism is one of the country’s fastest-growing sectors. With its 85 certified thermal springs and health-focused resorts, Greece is positioning itself as a global hub for wellness travel. The rise of wellness retreats, yoga programs, nutrition-focused experiences, and preventive health screenings is attracting health-conscious travelers from around the world.
   • By 2028, Greece aims to become a leading destination for longevity-focused travel, attracting wealthy travelers seeking both luxury and health benefits.
2. Enhancing Infrastructure and Connectivity
   • To accommodate the projected growth in tourism, Greece is investing in upgrading its airports, improving transport networks, and enhancing accommodation infrastructure to ensure a seamless travel experience for tourists. Increased flight connectivity from key markets like Germany, the UK, and Russia will be crucial in bringing more visitors to Greece.
3. Cultural and Gastronomic Tourism
   • Greece’s cultural heritage and gastronomy will continue to be major draws for international travelers. The country plans to promote its UNESCO sites, historic landmarks, and the Mediterranean diet to appeal to tourists seeking authentic experiences. Greece’s wine tours and cooking classes are also set to become increasingly popular as part of the country’s culinary tourism offerings.
4. Targeting Long-Stay Travelers
   • As remote work becomes more common, Greece is expected to target the growing number of long-term travelers who seek to combine work and leisure. Offering luxury wellness stays and affordable living will attract digital nomads and those looking for extended stays in Greece’s picturesque locations.

Greece’s ambitious targets for 2028 are clear: the country is aiming for over one trillion euros in economic growth, driven by a diverse and thriving tourism sector. With countries like Germany, Russia, Italy, the United Kingdom, France, Spain, and the Netherlands at the forefront of this transformation, Greece is positioning itself as the go-to destination for wellness tourism, luxury escapes, and cultural experiences.

Germany Overtakes Russia, Italy, United Kingdom, France, Spain, Netherlands and More in Projected Surge of Greece’s Tourism Growth by 2028, Aiming for Over One Trillion Euros in Economic Impact and Record-Breaking Arrivals. Germany is leading this growth due to its increasing demand for wellness, cultural, and luxury tourism, as Greece focuses on diversifying its offerings and extending its tourism season.

By capitalizing on its natural resources, cultural heritage, and modern infrastructure, Greece is poised to see its tourism sector become a global leader by 2028, making significant strides in the global wellness tourism market and welcoming record numbers of visitors from all corners of the world.