According to the Economic Research Bulletin of Alpha Bank titled “Greek Tourism in 2025: Performance, Prospects, and Challenges”, Europe continues to be the main global tourism hub, attracting over half of international arrivals.
Within this context, Greek tourism maintained its upward trajectory in 2025, achieving historically high results for the third consecutive year in terms of both arrivals and revenues.
Specifically, from January to November, international arrivals and tourism receipts reached 36.7 million travelers and €23 billion, surpassing the total figures for 2024 by 2% and 6.5%, respectively. Arrivals and receipts increased across the five main source markets: Germany, the United Kingdom, Italy, France, and the United States. Additionally, the average expenditure per trip approached €600, reflecting a 4.4% increase compared to the first eleven months of 2024.
The 2025 performance confirms the strengthened competitiveness of Greek tourism on an international scale post-pandemic. Notably, Greece’s share of global tourist arrivals rose from 2.1% in 2019 to 2.5% in 2024 and is estimated to have increased further in 2025. In contrast, comparable European countries with significant inbound tourism flows, such as Italy and Germany, recorded declines relative to 2019. Prospects for further growth of Greek tourism in 2026 and the medium term remain positive.
This outlook is based on favorable international trends, domestic initiatives to develop infrastructure and enhance the tourism product, and Greece’s strong and recognizable tourism “brand name.” Globally, international tourist flows are on an upward trajectory, creating new opportunities for the country. According to United Nations projections, worldwide arrivals are expected to grow by 3–4% in 2026, supported by favorable conditions in the global economy and the absence of escalating geopolitical tensions.
A key factor contributing to the rise in tourist flows is the increased ease of researching and organizing trips online. In this context, the digital transformation project of the Hellenic Tourism Organization, funded under the Recovery and Resilience Facility and expected to be completed soon, will provide rapid and user-friendly access to tourism information and a range of useful services.
Greece Among Top Travel Destinations
Greece remains among the top travel destinations for the next twelve months in five major Western European markets, according to a recent study by INSETE. It ranks third in Germany and Italy, fourth in France and the United Kingdom, and sixth in Spain. Compared to 2024, Greece improved its ranking by one position in the UK and Spanish markets. Furthermore, recent bilateral tourism agreements with Algeria, Turkey, Serbia, and Canada are expected to have a positive impact, while a potential tourism agreement with India in 2026 could enhance access to a rapidly growing and outward-looking economy with a large market.
The strong momentum of Greek tourism underscores the need for a transition to a more balanced and sustainable growth model. This involves maintaining the upward trajectory of the sector, ensuring high-quality services, protecting the country’s natural and cultural capital, and enhancing the quality of life of local communities. Notably, in 2024, Greece recorded approximately 3.5 international arrivals per capita, higher than both 2019 (2.9 arrivals per capita) and other popular tourist destinations, with this ratio estimated to have increased further in 2025.
The Green Transition
Key challenges for sustainable tourism development include the green transition, digital transformation, enhancement of public and private infrastructure, and ongoing labor shortages in hotels. Additionally, due to the seasonal concentration of tourism flows in specific months and regions, expanding the temporal and geographic scope of tourism activity remains a critical challenge. For example, in May–September 2024, inbound tourism accounted for 74% of annual arrivals, although this represented a slight decline compared to the previous two years.
Regional Distribution
In 2024, four regions—Attica, South Aegean, Crete, and the Ionian Islands—accounted for 65% of arrivals and 83% of tourism revenues, with similar shares maintained in the first nine months of 2025. In the South Aegean and Ionian Islands, overnight stays per resident reached 127 and 102, respectively, compared to 117 and 98 in 2023. Conversely, less-touristed regions, such as Western Macedonia and Western Greece, recorded only 1 and 4 overnight stays per resident. While all regions achieved high scores in evaluating the quality of the tourism experience in Q3 2025, based on INSETE surveys, Western Macedonia and Western Greece ranked among the top, highlighting the potential for developing new destinations. This potential can be further enhanced through alternative forms of tourism, such as the growing global trend of live events tourism, which is popular among younger generations, an area where Greece currently has limited participation.