Greece Reaches Remarkable Twenty Billion Euro Milestone In Tourism Revenue In 2025 But Experiences Unexpected Decline In September Receipts As Visitor Spending Dips Significantly

Published on December 2, 2025

Greece’s tourism industry achieved a remarkable €20 billion in revenue during the first nine months of 2025, reflecting strong demand from both European and international visitors. However, despite the increase in arrivals, September saw a decline in visitor spending, with receipts falling by 3.6%. This shift in consumer behavior highlights the growing challenge of balancing the influx of tourists with sustainable economic returns, prompting Greece to reassess its approach to attracting high-spending travelers.

Greece’s tourism sector generated over €20 billion from January to September 2025, marking a significant achievement for the country’s economy. However, September brought a 3.6% drop in tourism receipts, despite an increase in the number of visitors. This shift in spending behavior raises important questions about how Greece can maintain growth in the face of evolving market trends.

Greece’s tourism industry has shown remarkable resilience this year, with total receipts reaching €20.1 billion during the first nine months of 2025, a 9% increase compared to the same period in 2024. The country welcomed 31.6 million visitors in this timeframe, reflecting a 4% rise in tourist arrivals. This growth highlights strong demand, both from European and international travelers.

However, the numbers for September presented a more complicated picture. Despite a 3.6% increase in the number of visitors that month, tourism receipts fell by 3.6% to €3.4 billion. This decline was not due to fewer tourists, but rather a decrease in the amount spent per trip. According to data from the Bank of Greece, the average spending per visitor dropped by 7.8% in September compared to the previous year.

When looking at the year-to-date figures, the trend is more positive. Over the first nine months of 2025, average spending per trip rose by 4.3%, and inbound travel arrivals increased by 4%. This suggests that Greece’s tourism industry has been performing well overall, but September’s figures indicate that the increase in visitors is not necessarily translating into greater economic benefits.

The September downturn was particularly pronounced among visitors from the Eurozone. Receipts from EU-27 countries fell by 10.2% to €1.8 billion, driven largely by a 13% drop in spending from residents of the Eurozone. Germany, which is Greece’s largest tourism market, saw a particularly steep decline, with receipts from German visitors falling by 28.3% to €477.5 million.

On the other hand, some countries bucked the trend. French tourists increased their spending by 20%, contributing €168.7 million, while Italian visitors showed a remarkable 42.5% increase in spending, bringing in €212.5 million. These two markets provided a much-needed boost to Greece’s tourism revenue in September, even as other countries saw a decline.

In terms of non-EU visitors, receipts dropped by 1.4% to €484.5 million, but this is not entirely negative. Overall, receipts from outside the EU rose by 3.6% to €1.5 billion in September. The UK led this growth with a 27.4% increase, generating €612.7 million in receipts. Meanwhile, American tourists reduced their spending by 19.5%, contributing €224.9 million in September.

Looking at the full nine-month picture, Greece’s tourism sector remains robust. Visitors from the EU-27 spent €10.9 billion, a 5.6% increase compared to 2024, while non-EU visitors contributed €8.1 billion, marking a strong 12.7% year-over-year gain. Air and road arrivals both grew by 4.3%, with 18.8 million visitors coming from EU-27 countries and 12.7 million from non-EU countries, reflecting Greece’s growing popularity among international travelers.

Germany continues to lead the way in terms of the number of visitors, with 4.8 million Germans visiting Greece through September, an 8.2% increase. The UK followed closely behind with 4 million visitors, a 4.3% rise, while the US saw 1.2 million visitors, a 5.6% increase.

Some countries experienced declines in visitor numbers, however. French arrivals fell slightly by 0.6%, and non-eurozone EU countries saw an 8.1% decrease in visitors. These fluctuations suggest that while Greece remains a popular destination, there are subtle shifts in regional travel patterns that may require closer attention.

One major change for travelers to Greece—and the rest of Europe—has been the introduction of new border security measures. On October 12, 2025, the Entry/Exit System (EES) was implemented, replacing traditional passport stamps with a digital registration system for non-EU travelers entering Greece and other European nations. This system collects biometric data such as fingerprints and facial recognition, helping to track entries and exits and reduce overstays and identity fraud.

Looking ahead, a new system known as the European Travel Information and Authorization System (ETIAS) is set to launch in late 2026. This will require visa-exempt travelers from 59 countries, including the US, UK, and Australia, to obtain travel authorization before entering Greece and other European nations. The authorization, which will cost €20 and be valid for three years, will work similarly to the US ESTA system.

While these changes are necessary for security and border control, they could introduce additional complexity for travelers. Some may be put off by the added requirements, potentially leading to a slowdown in bookings until the systems are fully operational and travelers adjust. To maintain its position as a leading tourist destination, Greece will need to adapt its marketing efforts to address any concerns regarding these new border procedures.

Overall, Greece’s tourism sector remains a powerhouse, pulling in record revenues despite shifts in spending behavior. The €20 billion in tourism receipts through September 2025 demonstrates the country’s enduring appeal to global travelers. However, as spending patterns change, Greece faces the challenge of balancing volume with value—ensuring that its tourism industry continues to thrive not just in terms of visitor numbers, but also in the economic impact generated by those visitors. The industry must find ways to attract travelers who are willing to spend more, rather than simply increasing foot traffic. The path forward will require careful strategy and adaptation to evolving market conditions.