Greece Tourism Sees More than Four Percent Growth in Arrivals, Strong Performance in South Aegean and Crete with Focus on the Luxury and Sustainable Tourism

Published on November 3, 2025

Greece tourism is continuing to show robust growth in 2025, with international arrivals increasing by 4.1% compared to the same period in 2024, according to data from the Bank of Greece. This rise underlines the continued allure of Greece as one of the world’s leading tourist destinations, combining natural beauty, rich cultural heritage, and luxury travel. The latest tourism data underscores several trends and developments that are most likely to make an impact in the future as the country goes about implementing its long-term tourism strategy.

Sustained Growth in International Visitor Numbers

According to the Bank of Greece, international arrivals saw steady growth throughout the year, with the first four months of 2025 recording an increase of +5.8%. However, the months of May and June witnessed temporary declines of –2.7% and –1.7%, respectively, as the tourism sector faced challenges, including weather events and fluctuations in travel demand. Despite these dips, tourism performance strengthened significantly during the peak summer months, with +6.4% growth in July and +8.1% growth in August.

This resurgence reflects the growing demand for Greece as a holiday destination and its increasing position as a year-round tourism hub. The tourism industry has shown resilience in bouncing back from temporary setbacks, particularly as global travel trends continue to favor destinations that offer a mix of history, culture, and nature—all of which are abundant in Greece.

International Airports and Connectivity: Key Drivers of Tourism Growth

The top 10 international airports in Greece accounted for 93% of the total international traffic up to September 2025. Athens International Airport, the busiest airport in the country, continues to see a significant increase in international arrivals, with +8.7% growth reported in the year-to-date figures. Other airports, such as Thessaloniki, have also shown impressive growth, with a +10.0% increase in arrivals, making it one of the top performers.

The increase in international connectivity through direct flights to major tourist hubs in Europe, Asia, and North America has had a major impact on Greece’s growing tourism numbers. The government and the Tourism Authority of Greece are working to further improve airport infrastructure, create more direct routes, and offer innovative travel experiences that appeal to both leisure and business travelers. This strategic approach is in line with Greece’s broader goal to become a global travel hub by 2030.

Challenges and Opportunities: The Impact of Seismic Activity on Santorini’s Tourism

While the overall tourism performance for 2025 has been positive, Santorini, one of Greece’s most iconic destinations, experienced a 12.8% decline in arrivals. This decline is attributed to elevated seismic activity in the region, particularly from late January to February, when tremors of 5.0–5.3 magnitude were recorded near the island. A state of emergency was declared in early February, and precautionary measures such as school closures, evacuations, and the temporary closure of cliffside areas affected the visitor experience.

Despite these setbacks, Santorini remains one of Greece’s most popular destinations, and the decline is expected to be short-lived. The tourism industry in Santorini has historically shown resilience, and with continued investment in safety measures and tourist facilities, the island will likely see a return to growth in the coming years. Local tourism authorities are working to rebuild confidence among travelers, reassuring them that Santorini remains a safe and attractive destination.

Emerging Markets and Increasing Spending: Tourism’s Economic Impact

In terms of spending, tourism receipts in Greece have shown strong growth, with a +11.6% increase in international travel receipts by August 2025 (excluding the cruise sector). This growth in spending per visitor is particularly notable, with Americans and Italians spending more per arrival, while British and German visitors showed slight declines in their expenditures.

The growth in spending per visitor underscores the shift toward luxury and high-end tourism in Greece, with more affluent travelers seeking exclusive experiences such as private tours, luxury accommodations, and gourmet dining. The increasing interest in experiential tourism—including eco-tourism, adventure tourism, and cultural tourism—is expected to continue driving higher spending and economic growth for the country.

Regional Performance: South Aegean and Crete Lead the Way

Regional performance varies across Greece, with the South Aegean and Crete recording strong tourism growth. These regions, which include popular destinations such as Rhodes, Mykonos, Santorini, and Crete, continue to attract large numbers of international travelers, particularly from Europe and North America.

Attica, home to Athens, has experienced moderate growth, while smaller regions like the Peloponnese and Central Greece have seen notable increases in tourism spending. Epirus and Western Greece, on the other hand, recorded declines in arrivals. These mixed results highlight the importance of targeted marketing to attract diverse tourism segments and promote lesser-known destinations in Greece.

Hotel Sector: Performance and Future Prospects

The hotel sector in Greece remains a central pillar of the tourism industry, with hotel revenues increasing by 3.2% in the first half of 2025. The strong performance in Q1 (+7.5%) and the more modest growth in Q2 (+2.6%) reflect an ongoing recovery and growth in hotel stays.

Athens experienced a slight decline in occupancy during Q2 and Q3, but average daily rates (ADR) continued to rise, showing that luxury travel is a key component of Greece’s tourism growth. The overall increase in RevPAR (Revenue per Available Room) for Athens (+2.3%) and Thessaloniki (+6.5%) highlights the demand for premium accommodations across Greece. The resort segment also showed a steady increase in Revenue per Occupied Room (POR), with Q3 recording an 8.9% increase.

Hotel Chain Growth: International Brands Expanding in Greece

As Greece’s tourism continues to flourish, international hotel chains are expanding their footprint in the country. As of October 2025, 8% of all hotels in Greece are affiliated with international hotel chains, representing 22% of hotel rooms. The 5-star segment continues to dominate in terms of brand affiliation, with 45% of hotels and 53% of rooms in the luxury segment being part of branded chains. This expansion aligns with the growing demand for luxury and branded hotel experiences in Greece, especially among high-end tourists seeking consistency, quality service, and premium amenities.

Notable developments include the acquisition of Gaia Palace and Gaia Royal in Kos by Premia, which plans to invest €73 million in renovations. These additions reflect the rising demand for luxury tourism and the continued growth of Greece’s hotel sector, attracting both international investors and tourists.

A Bright Future for Greece’s Tourism Sector

The growth of Greek tourism is fueled by increased international arrivals, higher visitor spending, and regional tourism development. With a strong performance in key markets—South Aegean and Crete—and increasing efforts to attract luxury and sustainable tourism, Greece will continue to be at the top of the global rankings. In addition, the growth of eco-, adventure, and cultural tourism makes it even more attractive for tourists seeking all kinds of travel experiences. As Greece continues to develop its tourism infrastructure, enhances air connectivity, and offers world-class services, more and more international tourists will be attracted to this country, with long-term growth in tourism guaranteed alongside its national economy.