Santorini, Mykonos, and Athens See Fewer Tourists Spending Big: How This Impacts Your Greek Vacation

Published on December 3, 2025

Greece’s tourism industry has hit a historic milestone in 2025, surpassing €20 billion in revenue during the first nine months of the year. This impressive performance highlights the country’s status as one of the world’s most popular destinations, with over 31 million visitors flocking to its sun-drenched islands, ancient ruins, and vibrant cities. However, new data from the Greek Ministry of Tourism reveals a more complex story. While visitor numbers continue to rise, spending per visitor has dropped sharply, particularly in September, sparking concerns about the future sustainability of Greece’s tourism model.

As the country celebrates its record revenue, tourism experts and government officials are now focusing on how to maintain this success while addressing the emerging challenges of declining visitor spending.

Tourism Revenue Soars Despite Declining Spending

The latest figures show that Greece’s tourism receipts reached an impressive €20.1 billion between January and September 2025, marking a 9% increase from the same period in 2024. The number of visitors also rose by 4%, reaching 31.6 million, driven by strong demand from both European and international markets. However, September witnessed a slowdown, with monthly receipts falling by 3.6%, amounting to €3.4 billion. More concerning was the 7.8% drop in spending per trip, signaling a shift in traveler behavior and a possible adjustment in how much visitors are willing to spend on their holidays.

Despite these setbacks, Greece continues to be a major global tourist destination, with millions visiting iconic sites such as the Acropolis in Athens, the beaches of Mykonos, and the beautiful landscapes of Santorini. But experts warn that the country’s reliance on increasing visitor numbers to drive revenue may need rethinking.

Diverse Results Across European Markets

Greece’s major European markets showed mixed results in September, with some countries experiencing a sharp decline in spending. Germany, Greece’s largest source market, saw a 28.3% drop in receipts, amounting to €477.5 million. Overall, revenue from EU-27 countries declined by 10.2% in the month, reaching €1.8 billion. This decline signals a slowdown in the spending habits of some European travelers.

In contrast, other markets bucked the trend. France saw a 20% increase in spending (€168.7 million), while Italy posted an even larger rise of 42.5%, reaching €212.5 million. The UK performed particularly well, with a 27.4% increase in spending, totaling €612.7 million. However, the United States recorded a notable downturn, with spending down by 19.5% to €224.9 million. This divergence in spending trends highlights the importance of diversifying Greece’s tourism markets and ensuring that both traditional and emerging source countries contribute to the country’s tourism growth.

Visitor Numbers Continue to Climb, but Spending Lags Behind

While Greece continues to attract record numbers of visitors, the increase in volume has not been matched by a proportional rise in spending. From January to September 2025, 18.8 million EU visitors generated €10.9 billion in revenue, a 5.6% increase. Meanwhile, non-EU visitors spent €8.1 billion, marking a 12.7% growth. Despite these gains, the overall decline in per-trip spending suggests that more needs to be done to encourage higher spending among visitors.

Germany and the UK remain Greece’s largest markets, with 4.8 million and 4 million visitors respectively, but both countries showed signs of reduced spending, further emphasizing the need for targeted strategies to increase value from these key source markets.

The Impact of New EU Border Security Measures

As Greece continues to see strong visitor numbers, new border security measures could play a role in shaping the future of tourism. The introduction of the EU Entry/Exit System (EES) in October 2025, requiring non-EU travelers to submit biometric data, is expected to lead to longer wait times at borders, especially during peak tourist seasons. Travelers from outside the EU, including the US and the UK, may face delays when entering Greece, which could affect perceptions of the country as a destination.

In late 2026, the European Travel Information and Authorization System (ETIAS) will also be introduced, requiring travelers from 59 visa-exempt countries to apply for a €20 travel authorization. These measures, aimed at enhancing security, could have an impact on the visitor experience and could potentially affect Greece’s tourism numbers if travelers find the process cumbersome.

What This Means for Business and Leisure Travelers

For both business and leisure travelers, the decline in per-trip spending presents an opportunity for Greece to rethink its tourism strategy. Business travelers attending conferences, meetings, and corporate events may see increased demand for hotels, event venues, and services. However, if Greece fails to improve the visitor experience and increase the value of each trip, it may struggle to maintain long-term growth in the tourism sector.

Leisure travelers, particularly those visiting Greece for the first time, may find that their spending habits are changing. With travel costs rising across Europe, including transportation, accommodation, and dining, travelers are now more focused on value for money. Greece must ensure that it offers not only iconic destinations but also an enhanced and diversified tourism offering, including premium, sustainable, and year-round experiences.

Preparing for the Future: Greece’s Strategy for Sustained Growth

Tourism experts suggest that Greece must focus on increasing the value per visitor rather than simply attracting larger crowds. The country can achieve this by developing premium and experiential offerings, diversifying target markets, and promoting sustainable, year-round tourism. By focusing on these key areas, Greece can ensure that the long-term growth of its tourism industry remains stable, even in the face of shifting global travel patterns.

In the face of new border procedures and ongoing economic shifts in Europe, Greece’s tourism authorities will need to focus on balancing both volume and value. Sustainable growth will depend on how well the country adapts to these new challenges and innovates to meet the evolving needs of travelers.

Key Points for Tourists:

• Spending Decline: Despite record arrivals, spending per visitor has fallen in recent months.
• Key Markets: While Germany and the US showed declines in spending, the UK, France, and Italy saw increases.
• New Border Procedures: Non-EU visitors should prepare for new entry procedures, including biometric data submission and the ETIAS application.
• Alternative Destinations: To avoid overcrowding in popular spots like Athens and Santorini, travelers are encouraged to explore lesser-known Greek destinations.
• Sustainable Tourism: Greece is focusing on sustainable, year-round tourism to diversify its offerings and reduce dependence on peak-season tourism.

Disclaimer: The Attached Image in This Article is AI Generated