Record-Breaking Tourism in Greece for 2025: Athens, Crete, and Santorini Draw Millions as the Country Faces Challenges in Sustainable Development, Here’s What You Need to Know

Published on November 10, 2025

Greece has emerged as the Mediterranean’s undisputed tourism leader, with a remarkable 23.8 million international visitors arriving between January and September 2025. This represents an impressive 5.5% increase from the previous year, adding around 1.2 million new tourists to the country’s ever-expanding travel market. The surge has positioned Greece as a major contender in the race for the most visited European destination, surpassing even Spain and Italy in some key metrics. Yet, beneath this success, a pressing question remains: can Greece sustain its rapid growth while preserving the authenticity that makes it so attractive?

Athens and Crete Lead the Charge

Among the country’s most popular destinations, Athens and Crete continue to be crowd magnets. Athens, in particular, has experienced a substantial increase, with its airport seeing 7 million arrivals, marking a 9.6% rise from last year. The Greek capital, rich in history and culture, has captivated international visitors eager to explore the Acropolis and vibrant local life. Meanwhile, Crete, the largest of the Greek islands, attracted 5 million visitors in 2025, thanks to its mix of beautiful beaches, archaeological sites, and charming towns. Together, these destinations represent the heart of Greece’s tourism industry, accounting for a significant portion of the influx.

The Rising Tide of Visitors: A Double-Edged Sword?

Despite the impressive growth in tourist numbers, there are growing concerns about the sustainability of Greece’s tourism model. Greece’s reliance on island tourism, which makes up nearly half of the country’s total international arrivals, has reached a tipping point. On the one hand, the demand is undoubtedly a boon to the national economy, generating over €20 billion annually. However, the infrastructure on many of these islands is struggling to keep pace with the increasing volume of tourists.

In peak season, some islands see an astonishing 33 tourists per square kilometre, compared to just a handful on the mainland. The impact on local resources – particularly water, energy, and waste management systems – is becoming more evident. Crete, despite its popularity, is not immune to these challenges, with its infrastructure in need of significant upgrades to maintain its status as a world-class destination. The National Bank of Greece has outlined that at least €35 billion in investments are required over the next decade to keep the islands competitive and sustainable.

Cracks in the Island Tourism Model

The issue of inadequate infrastructure investment is especially pressing. For the past 20 years, spending on island infrastructure has remained stagnant, leaving critical systems underdeveloped. Public services, such as transport and waste management, are feeling the strain. Without proper investment, the appeal of these picturesque islands could diminish, leading to long-term damage to both the environment and the tourism economy.

While the Greek government has begun to address this issue, progress has been slow due to fragmented governance and bureaucratic inefficiencies. Local authorities are often understaffed and lack the capacity to manage the surge in tourism, delaying vital projects and infrastructure upgrades. This raises the question: is Greece prepared to invest in a more sustainable future, or will it continue to prioritize immediate gains over long-term solutions?

A Call for Sustainable Tourism

As Greece’s tourism sector continues to thrive, the need for a sustainable tourism strategy has never been more urgent. Experts agree that Greece must shift its focus towards creating a more balanced and inclusive tourism model, one that benefits both visitors and locals. The National Bank of Greece has proposed solutions, such as using hotel taxes and cruise fees to reinvest in island infrastructure. Additionally, partnerships with the European Union and private investors could help secure the necessary funding for long-term development.

It is clear that sustainability is not just a buzzword – it’s a necessity for preserving Greece’s natural beauty and cultural heritage. By investing in eco-friendly infrastructure, promoting responsible travel, and ensuring that the local communities benefit from tourism, Greece can protect the very assets that make it so attractive to visitors.

Tips for Travelers: How to Visit Greece Responsibly

While Greece remains a must-visit destination, travelers should be mindful of the environmental challenges the country faces. Here are some tips for enjoying a sustainable visit:

1. Choose less-visited islands: While places like Santorini and Mykonos are famous, consider visiting quieter islands like Naxos, Folegandros, or Sifnos to ease the pressure on overburdened destinations.
2. Support eco-friendly accommodations: Look for hotels and resorts that are committed to sustainability, including those that use renewable energy, minimize waste, and support local businesses.
3. Respect local culture and resources: Be mindful of your water usage, especially on the islands, where resources can be scarce during peak season. Support local artisans and buy handmade products rather than mass-produced souvenirs.
4. Use public transport: Instead of renting a car, opt for public buses, boats, or even bicycles to explore the islands and cities. This will help reduce carbon emissions and traffic congestion.
5. Visit off-peak: Consider travelling outside of the high season (June to August) to avoid overcrowding and experience a more authentic side of Greece.

Facing the Future: A Crossroads for Greece’s Tourism

As the Greek tourism industry surges to new heights in 2025, it stands at a crossroads. The country must balance its newfound popularity with the need for long-term sustainability. Can Greece continue to attract millions of tourists every year without compromising its resources and cultural identity? The future of Greece’s tourism will depend on its ability to implement sustainable practices, invest in infrastructure, and ensure that tourism benefits all Greeks, not just the few. By addressing these challenges head-on, Greece can secure its place as one of the world’s top tourist destinations for years to come.