Greece on Track for Record-Breaking Tourist Arrivals in 2025, But Faces Challenges in Sustaining Growth

Published on December 25, 2025

Over the last decade, Greek tourism has consistently outperformed expectations and set new records. Fuelled by a global surge in travel demand, the country’s tourism industry is set to reach a new high in 2025, with more than 37 million visitors expected. This impressive figure reflects not only Greece’s inherent appeal but also its increasing competitiveness on the global tourism stage.

As tourism grows, Greece reaches a critical juncture. The country’s traditional tourism strategies, which have primarily focused on its iconic islands and renowned cultural heritage, are showing signs of strain. This is especially true as new challenges emerge, such as increased competition from other Mediterranean destinations and changing tourist preferences. To maintain its strong growth trajectory, Greece must rethink its approach in order to remain a top destination for international travellers.

Sustaining Growth: The Need for Alternative Destinations

One of the central aspects of Greece’s future success lies in diversifying its tourism offerings. Currently, Greek islands, while a popular destination, account for nearly half of all tourist arrivals but represent only 15% of the country’s total land area. As more travelers flock to well-known islands like Mykonos and Santorini, other equally captivating destinations within Greece remain underexplored.

To manage this imbalance, efforts must be made to promote lesser-known regions and “hidden treasures” across the mainland and other islands. Greece has an abundance of charming rural villages, mountain landscapes, and coastal towns that are ripe for tourism development. Highlighting these alternative destinations will not only reduce pressure on the heavily visited areas but also encourage longer stays and more sustainable tourism practices.

Promoting new destinations will require targeted marketing campaigns and infrastructure development that can attract and accommodate tourists in previously under-visited areas. Greece must work to balance its well-established destinations with the appeal of the lesser-known, ensuring that the benefits of tourism are distributed more evenly across the country.

Investment in Infrastructure: A Key Factor for Success

Another critical area for Greece to focus on is its infrastructure. Despite recent efforts to enhance tourism-related facilities, investments in basic infrastructure remain 8% lower than pre-crisis levels over the past five years. This gap poses a risk to Greece’s long-term tourism sustainability, as the industry’s growth is reliant on modern, accessible facilities that can accommodate an increasing number of tourists.

At the same time, tourism investments have seen a 14% increase over pre-crisis levels, indicating that there is a clear demand for better infrastructure. However, without proper reinvestment in core areas such as transportation, accommodation, and public amenities, Greece may struggle to maintain its competitiveness.

Greece must prioritize bringing its infrastructure up to par with rising tourism demand. This includes modernizing airports, improving road networks, and expanding hotel capacities to meet international standards. By doing so, Greece will be better equipped to handle the increasing number of arrivals and ensure that tourists have a comfortable, seamless experience from the moment they arrive.

Resilience and Performance Despite Challenges

The National Bank of Greece’s latest study indicates that the country’s tourism sector has proven its resilience, even in the face of challenges. For instance, a brief period of uncertainty in Santorini caused by seismic activity in the first half of 2025 resulted in a slight contraction in tourism figures, growing only by 0.6%. However, this was followed by a sharp rebound in the second half of the year, with a notable 7% increase in tourist arrivals.

This bounce-back highlights the sector’s underlying strength and its ability to recover from setbacks. Even more promising is the fact that airline bookings for the first quarter of 2026 are already showing a 10% increase over the same period in 2025, indicating that the demand for Greek tourism is not only intact but actually growing.

Such resilience demonstrates that Greece’s over-performance in the tourism sector has not been a fluke. It is a direct result of strategic investments in upgrading hotel quality, strengthening air connections, and leveraging the country’s cultural appeal. However, as new demand trends continue to evolve, Greece’s ability to respond quickly and effectively will be the key to maintaining its position as a leading tourism destination.

The Competitive Landscape: Adapting to New Challenges

The competitive landscape for tourism is rapidly shifting. As other Mediterranean countries work to improve their tourism infrastructure and offerings, Greece finds itself in a position where it must continuously innovate to stay ahead. Countries like Spain, Turkey, and Italy are intensifying their efforts to capture a larger share of the global tourism market, and Greece must ensure that it maintains its competitive edge.

Adapting to changing tourist preferences, including a shift towards more sustainable and experiential travel, will be crucial in staying relevant. Today’s travelers are increasingly seeking authentic, off-the-beaten-path experiences, a trend that plays into Greece’s hands if it can capitalize on its vast array of alternative destinations and unique cultural experiences.

To achieve long-term success, Greece must foster a tourism model that balances economic growth with environmental and cultural sustainability. By doing so, it will not only preserve its cultural heritage but also ensure that future generations of tourists can continue to enjoy the country’s remarkable offerings.

A Path Toward a Sustainable and Competitive Future

As Greece approaches a new record in tourist arrivals, the country must deal with the challenges posed by a maturing tourism strategy and increased global competition. Focusing on alternative destinations, making strategic infrastructure investments, and adapting to changing consumer demands will be critical to sustaining growth in the years ahead.

Greece continues to be a popular tourist destination due to its stunning landscapes, rich history, and vibrant culture. By modernising its tourism strategy, diversifying its offerings, and investing in the future, Greece can ensure that its tourism industry remains strong, sustainable, and competitive in the global market.