How Greece’s Tourism Industry Surpassed Twenty Billion Euros in 2025, Even as September Numbers from Germany, the UK, and France Faced a Dip – Everything You Need to Know

Published on December 2, 2025

Greece’s tourism sector has proven resilient in 2025, surpassing the €20 billion mark in revenue, bolstered by an increase in visitors. With over 31 million tourists arriving between January and September, the country’s popularity as a travel destination remains undiminished. However, the story is more nuanced than just an influx of visitors. September’s figures show a significant drop in per-trip spending, even though the number of arrivals continued to rise. This signals shifting patterns in the tourism market, highlighting that growth in visitor numbers does not necessarily equate to higher spending. This trend has triggered a reassessment of Greece’s tourism strategy moving forward, as the country faces the challenge of maintaining volume while boosting value.

A Look at Greece’s Tourism Growth

Greece’s tourism industry has enjoyed remarkable success in 2025. With a total of €20.1 billion generated from tourism during the first three quarters of the year, the country saw a 9% year-on-year increase in revenue. The number of visitors also grew by 4%, reaching a total of 31.6 million travelers, driven by a robust demand from both European and international tourists.

However, the overall picture starts to change when focusing on September’s performance, which marked a downturn in spending despite higher visitor arrivals. In that month, tourism receipts fell by 3.6% to €3.4 billion. This drop in receipts was primarily attributed to a 7.8% reduction in spending per trip compared to September 2024. Visitors from within the EU were particularly affected, with the overall spending from the Eurozone countries seeing a significant dip.

European Markets: Shifting Trends

The most noticeable decline in tourism revenue came from Germany, Greece’s largest tourism market, where receipts plummeted by 28.3% to €477.5 million in September. This drop reflected a wider trend of reduced spending from Eurozone visitors, where receipts from EU-27 countries fell by 10.2% to €1.8 billion in that month.

Interestingly, France and Italy bucked this downward trend. French visitors contributed €168.7 million, a 20% increase from the previous year, while Italian tourist spending surged by 42.5%, reaching €212.5 million in September.

Non-EU visitors also experienced mixed outcomes. While the overall spending from non-EU travelers decreased by 1.4%, there was a 3.6% rise in receipts from visitors outside the European Union. Notably, the UK led the charge, with a 27.4% increase to €612.7 million. On the other hand, American tourists spent less, with a 19.5% drop to €224.9 million.

Increased Visitor Numbers Don’t Always Mean Increased Spending

Looking at the full picture for January to September, the data paints a brighter picture. Greece welcomed 18.8 million travelers from the EU, contributing €10.9 billion in tourism revenue, marking a 5.6% increase from 2024. Meanwhile, non-EU visitors accounted for €8.1 billion in receipts, reflecting a 12.7% rise. The United Kingdom and Germany remained the top contributors, sending 4 million and 4.8 million visitors, respectively.

Despite this overall success, the figures also point to the changing dynamics within the tourism market. Air and road arrivals both showed a 4.3% increase, but the patterns reflect an evolving industry that needs to account for both the quantity and the quality of tourism. Greece’s tourism strategy will need to balance attracting more visitors with improving the spending habits of those who arrive.

The Impact of New Border Procedures

Greece, along with other European nations, is introducing new travel security measures that could affect the tourism landscape in the coming years. As of October 2025, the Entry/Exit System (EES) came into effect, requiring non-EU travelers to register digitally upon entry. This new procedure tracks fingerprints and facial recognition data at borders, potentially adding a layer of complexity for travelers.

In late 2026, the European Travel Information and Authorization System (ETIAS) will require travelers from 59 visa-exempt countries, including the US, UK, and Australia, to apply for pre-travel authorization. This will cost €20 and last for three years. Although these changes aim to streamline travel, they could also pose challenges, especially if the systems face teething issues or travelers find the additional requirements inconvenient.

What Travelers Should Know

For those planning a trip to Greece, it’s important to be mindful of these new border protocols. Travelers from non-EU countries will need to factor in the time it takes to obtain travel authorization before visiting, especially as the ETIAS system begins rolling out. Although this may cause initial delays, it’s crucial to stay informed and prepare accordingly.

Additionally, tourists should expect the usual high demand for popular spots such as Athens, Mykonos, and Santorini, but they should also explore emerging destinations to avoid overcrowding. Despite a slight dip in average spending, Greece remains one of the top travel destinations in the world, with diverse offerings that cater to every type of traveler.

Looking Forward: Adapting to New Realities

The €20 billion revenue Greece achieved in 2025 is undoubtedly a testament to the country’s enduring popularity. However, as the September figures suggest, attracting more visitors is only part of the equation. To truly capitalize on its tourism potential, Greece must focus on enhancing the spending habits of those who visit. Whether through offering premium experiences or targeting higher-spending markets, Greece’s tourism industry faces the challenge of adapting to an evolving landscape.