Greece Tourism Sector Poised for Growth with its New Focus on High-Spend Visitors, Off-Peak Travel and Sustainable Tourism

Published on December 13, 2025

The Governor of the Bank of Greece, Yannis Stournaras, has recently given a speech at an event that marked the 50th anniversary of Grecotel’s activity in the tourism sector. The speech included statements from Stournaras regarding the growth potential as well as the need for a qualitative upgrade within the Greek tourism sector, which can take advantage of the latest travel tendencies in the globe. Such tendencies include an increase in high-spending tourists, as well as a rise in interest for travelling during the off-season.

Stournaras added that tourism remains a pivot sector within the Greek economy, and with a proper national plan, it is possible that spending of tourists is going to rise by 15% by 2035. Here, the scope of growth is available in overall diversification in tourism, within which a more sustainable tourism structure has to emerge because that will prove a win-win situation for all concerned.

Shifting Travel Trends: Emphasizing Off-Peak Tourism and Premium Experiences

Stournaras pointed out that global tourism patterns are changing. Increasingly, travelers are opting for destinations with strong identities that offer premium experiences and lower congestion, paving the way for a broader tourism season beyond the traditional high summer months. With higher-spend tourists seeking luxury travel, personalized experiences, and authentic cultural immersion, Greece is well-positioned to capture this growing market segment.

The shift toward off-peak tourism is especially significant for Greece, where July and August have traditionally seen 42% of tourist arrivals. However, with a more targeted tourism strategy, this concentration could be reduced to 34%, easing pressure on popular destinations and spreading the economic benefits of tourism throughout the year.

High-Spend Tourism: A Key to Boosting Greece’s Economic Growth

High-spend tourism offers substantial opportunities for economic growth in Greece. Stournaras highlighted that by attracting more premium tourists—especially from markets like the United States and Asia—Greece can significantly boost tourism income. This would allow the country to cater to a more affluent demographic while continuing to preserve its cultural heritage and natural beauty.

The increase in luxury tourism would also help support the development of high-end accommodations, fine dining, and exclusive experiences that would cater to a growing demand for luxury travel. Such initiatives would not only increase revenue but also improve the overall tourism experience, aligning with Greece’s long-term goals of promoting sustainable growth in its tourism sector.

Sustainable Tourism: Ensuring Long-Term Benefits for Local Communities

Sustainable tourism practices are becoming increasingly important as Greece looks to manage its growing visitor numbers. Stournaras emphasized that a focus on quality-led tourism development could strengthen the country’s long-term competitiveness in the global tourism market. This includes adopting eco-friendly practices, supporting local communities, and ensuring that tourism development benefits both residents and visitors.

The rising demand for authentic experiences and off-peak travel opens the door for sustainable tourism that minimizes environmental impact while providing economic benefits to local communities. With eco-tourism and responsible tourism rising in popularity, Greece is positioned to take a leading role in promoting these values, benefiting from an increasingly eco-conscious travel market.

Tourism Growth’s Economic Impact on Greece

As tourism numbers continue to rise, the economic impact on Greece will be significant. Tourism is already a key contributor to GDP, but with the expected rise in high-spend visitors and the extension of the tourist season, the sector is set to become an even more vital engine of economic growth. The increase in spending from premium tourists will stimulate local economies, particularly in hospitality, transportation, retail, and cultural services.

Moreover, the spreading of tourism throughout the year, supported by off-peak travel, will help prevent the seasonal congestion that has historically affected popular destinations. As a result, the benefits of tourism can be spread more equally across the country, supporting regional economies and offering opportunities for sustainable development in less-visited areas.

Future Impact: Building a Sustainable and Resilient Tourism Sector in Greece

Looking ahead, Greece’s tourism sector is positioned for continued growth, especially with a focus on high-value and sustainable tourism. The growing interest in year-round experiences and premium travel options presents a unique opportunity to shift the tourism sector towards more diverse, sustainable models that will not only help reduce environmental pressure on key sites but also ensure the economic benefits of tourism are maximized across the country.

By focusing on sustainable tourism practices, supporting local businesses, and promoting authentic experiences, Greece can position itself as a global leader in eco-tourism and luxury travel. In doing so, the country will ensure that its tourism industry remains resilient in the face of future challenges and continues to thrive for decades to come.

The Future of Greece’s Tourism Growth and Sustainability

The observation made by Yannis Stournaras highlights the increasing potential of tourism development in Greece, especially when it comes to high-spending tourism, off-season tourism, and eco-tourism. Having a strategic plan to entice high-spending tourists, apart from developing the potential for tourism during the low season, can ensure that Greece attains success in the tourism sector in a sustainable manner. Additionally, with the adoption of quality tourism as well as eco-tourism, Greece has the potential to become the leader in the international tourism industry.