Greece Sees New Record Tourism Revenue with Rise in Visitor Numbers, Get the Details Here

Published on December 16, 2025

The tourism industry in Greece continues to perform well in 2025, breaking the €20 billion barrier in the first nine months of the year, based on information sourced from the Bank of Greece and Greek publications. Although there has been a marked change in spending patterns among tourists who have become more frugal in their outlays, the fact that many tourists are visiting the country and the rise in long-haul travelers have helped the country’s tourism earnings to keep increasing steadily.

Strong Year-on-Year Growth in Tourism Revenue

Between January and September 2025, Greece‘s tourism revenue saw a 9% year-on-year increase, reaching €20.1 billion. This growth was driven by 31.6 million international arrivals—a 4% increase over 2024—demonstrating the country’s enduring appeal across a diverse range of international markets.

While visitor numbers have continued to grow across both European and long-haul markets, the rise in tourism revenue is a testament to Greece’s well-established tourism infrastructure, rich cultural heritage, and world-renowned destinations such as Santorini, Athens, and Mykonos. European, UK, and long-haul markets all contributed to the uptick, signaling a broad-based recovery in global travel.

September’s Slowdown: Spending Lags Behind Visitor Numbers

However, as the summer season drew to a close, Greece’s tourism sector faced some challenges. In September, although visitor arrivals remained strong, spending did not keep pace with the rise in numbers. Monthly tourism revenue declined by 3.6% to €3.4 billion despite a similar uptick in arrivals.

The primary factor behind this slowdown was the 7.8% decrease in average spending per trip compared to September 2024. This decline reflects a shift toward more cost-conscious travel behavior, particularly among European tourists. Despite strong visitor numbers, the trend of reduced spending has become increasingly noticeable, especially in the wake of inflation and rising costs in many travel-related sectors.

Impact of Cost-Conscious Travel Behavior

The September slowdown highlighted the growing trend of cautious spending among travelers, particularly from the Eurozone. Revenue from EU markets fell by 10.2% to €1.8 billion, with some countries experiencing particularly sharp declines. Germany, traditionally one of Greece’s largest source markets, recorded a significant 28.3% drop in tourism receipts, bringing in €477.5 million.

However, not all European markets saw such downturns. France and Italy helped offset some of the losses, with revenues from these countries increasing by 20% (€168.7 million) and 42.5% (€212.5 million), respectively. The UK also showed strong results in September, with receipts rising 27.4% to €612.7 million.

Meanwhile, the United States saw a decline in spending, with US visitors’ total receipts falling by 19.5% to €224.9 million. This was likely influenced by the stronger dollar, increased inflation in travel sectors, and changing travel priorities among US tourists.

Growth in Non-EU Markets Fuels Strong Overall Performance

Despite the challenges in September, Greece’s tourism sector has performed well overall in 2025, thanks in large part to growth in non-EU markets. Non-EU arrivals rose by 9.3% to 12.7 million, contributing €8.1 billion to the economy—a 12.7% increase compared to the same period in 2024.

The largest source of non-EU arrivals came from the United States, which sent 1.2 million visitors to Greece, followed by robust contributions from countries like China and the Middle East. These markets continue to show strong growth potential for Greece as a destination, particularly for luxury and cultural tourism.

The steady influx of tourists from non-EU countries is a positive indicator of Greece’s global tourism appeal, and many destinations are increasingly catering to international visitors with specialized services and experiences tailored to their interests.

Greece’s Top Source Markets: A Look at the Leading Countries

Germany remains Greece’s largest source of international visitors, with 4.8 million German tourists arriving in the country in 2025. The UK follows closely behind with 4 million visitors, while the US accounted for 1.2 million. These markets, along with other European and long-haul countries, have been instrumental in sustaining Greece’s tourism growth, even as other destinations worldwide face challenges in recovering from the pandemic.

The rise in visitor numbers from the UK and the US suggests that Greece’s marketing efforts and diverse attractions continue to resonate with tourists from these key regions. In particular, travelers are drawn to Greece’s combination of rich cultural heritage, stunning coastlines, and vibrant city life, making it a versatile destination for a wide range of travelers.

The Economic Impact of Tourism in Greece

Tourism has long been a cornerstone of the Greek economy, and its continued growth has wide-reaching effects on the country’s overall economic performance. The tourism sector generates significant revenue for local businesses, creates jobs, and stimulates other industries such as hospitality, transport, and retail. The increase in tourism revenue in 2025 will likely continue to support Greece’s economic recovery and contribute to job creation and business development in both urban and rural areas.

As Greece’s tourism sector grows, so too does its global standing as a leading destination for leisure, culture, and adventure. The country’s commitment to providing high-quality services, maintaining its cultural heritage, and expanding sustainable tourism practices ensures that it will continue to attract international visitors for years to come.

Looking Forward: Optimism for 2026 and Beyond

Looking ahead, Greece’s tourism sector remains optimistic for the future. Preliminary forecasts for 2026 show that the country will continue to attract a high volume of international visitors, particularly from long-haul markets and key European countries.

With ongoing investments in infrastructure, sustainable tourism initiatives, and digital innovations, Greece is well-positioned to maintain its place as a top global destination. The country’s diverse offerings, including its beaches, cultural events, archaeological sites, and natural landscapes, ensure that it will remain a favorite choice for travelers seeking authentic and enriching experiences.

Greece’s Tourism Resilience in 2025

All in all, Greece’s tourism sector appears to have been quite resilient in the past year, 2025, despite the fact that visitors’ spending habits do not foster great optimism. High growth in international arrivals-accruing mainly from third-country markets-along with the country’s continuous appeal linked to rich cultural and natural experiences, positions Greece among the top global destinations. Continuing enhancement of tourism offerings in Greece and increasing infrastructure will continue to showcase progressive growth for years to come.