Greek Tourism on the Rise: Santorini, Thessaloniki, and New Destinations Like Epirus Lead Record-Breaking Growth in 2025 – Everything You Need to Know

Published on December 26, 2025

As one of Europe’s most sought-after destinations, Greece has experienced remarkable growth in tourism over the past decade. Drawing millions of international visitors year after year, the country has set its sights on yet another historic milestone. In 2025, Greece is expected to surpass 37 million visitors, marking a new high for the nation. The rise in global travel demand and Greece’s growing competitiveness have fueled this success. However, challenges loom on the horizon as new destinations in the region emerge, pushing Greece to adapt to ever-evolving market conditions.

New Challenges for Greece’s Tourism Industry

Greek tourism is undergoing a transformation. After years of impressive performance, the country’s traditional tourism strategies are starting to reach their limits. The Greek islands, which attract nearly 50% of all arrivals, represent a limited portion of the nation’s overall landscape, covering just 15% of the landmass. To maintain its competitive edge, Greece must look beyond these popular destinations and promote its hidden gems scattered across the mainland and lesser-known islands.

The tourism sector is at a crossroads. To continue thriving, Greece must prioritize two key strategies to solidify its position in an increasingly competitive market.

Promoting Alternative Destinations Across Greece

For many years, the Greek islands have been the go-to choice for travelers, often overshadowing the country’s mainland and other regions. While Santorini, Mykonos, and Crete remain popular hotspots, they are starting to face capacity limitations. The time has come for Greece to shift its focus towards alternative destinations that offer unique experiences and rich cultural heritage. Areas such as Peloponnese, Epirus, and Thessaloniki hold untapped potential and should be spotlighted in marketing campaigns targeting both international and domestic travelers.

Fostering sustainable tourism that celebrates local traditions and natural landscapes is key. By creating attractive packages for less-explored regions, Greece can alleviate the pressure on its busiest destinations and boost tourism across the entire nation.

Strengthening Infrastructure for Future Growth

Despite Greece’s tourism success, investment in infrastructure has been lacking in recent years. Although the country has experienced a 14% increase in tourism-related investments, spending on basic infrastructure remains 8% below pre-crisis levels. This shortfall must be addressed if Greece is to maintain its momentum and cater to the growing influx of visitors.

Investment in transportation, accommodation, and public services will help ensure that the country’s tourism ecosystem remains robust and resilient. The need for modernized airports, improved roads, and better connectivity across regions is critical to sustaining long-term growth. Local governments, in partnership with the private sector, must accelerate efforts to refurbish outdated infrastructure and ensure the overall visitor experience is seamless.

Greece’s Recovery and Future Outlook

In 2025, Greece showed resilience despite some initial setbacks. The earthquake in Santorini had a minor impact on visitor numbers in the first half of the year, with a modest 0.6% contraction. However, the country rebounded strongly in the second half, with a 7% increase in tourism activity. This bounce-back highlights the country’s strong structural foundations, which have been bolstered by improvements in hotel quality and strengthened airline connections.

Looking ahead, Greece is on track for even greater growth. Bookings for the first quarter of 2026 are already showing a 10% increase compared to the same period in 2025. The future of Greece’s tourism looks bright, with continued upgrades in accommodation standards, air connectivity, and tourist services.

What Can Travelers Expect in Greece in 2026?

For those planning their trips to Greece in 2026, the country offers a mix of traditional appeal and modern innovations. Whether you’re visiting the iconic Acropolis in Athens, exploring the scenic landscapes of Corfu, or discovering the ancient ruins of Delphi, there’s something for everyone. Expect an increased focus on eco-tourism, luxury stays, and cultural exchanges.

Travel Tips for Greece:

1. Explore Beyond the Islands: While the islands remain stunning, be sure to discover lesser-known mainland destinations such as Meteora, Nafplio, and Zagori for a more authentic experience.
2. Book Early for High-Demand Periods: With increased demand, securing accommodations in advance will ensure you have access to the best options, especially during peak seasons.
3. Consider Sustainable Travel Options: Opt for eco-friendly accommodations, transportation, and activities to contribute positively to the environment while enjoying Greece’s natural beauty.
4. Learn Basic Greek Phrases: While most Greeks speak English, learning a few basic phrases in Greek will enhance your cultural experience and interactions.

Greece’s Tourism Industry: A Model for Resilience

Greece’s tourism success is no accident. The country’s consistent ability to attract millions of visitors is built on strong fundamentals. By continuing to diversify its offerings, invest in infrastructure, and embrace sustainability, Greece is poised to lead in the competitive European tourism market. As neighboring countries ramp up their tourism efforts, Greece must stay ahead of the curve, ready to adapt to the shifting demands of global travelers.

Takeaway

Greece remains a top global destination, but to sustain its remarkable growth, it must focus on promoting new regions, upgrading infrastructure, and adapting to changing travel preferences. The future is bright for Greek tourism, and with the right strategies in place, the country can continue to thrive in the competitive tourism landscape.