In spite of the significant increase in tourist visiting Greece in recent years, revenue from tourism have not increased accordingly. Visitors stay less and spend less, which raises questions about the viability of Greek tourism.
A recent Eurobank study highlights that Greek tourism is changing: More tourists, but with a shorter stay of stay and therefore less and less money. This is due to changes in travelers’ preferences, but also to environmental pressures and quality of service, which can threaten long -term growth.
According to the same study, the solution to this problem is the pursuit of increasing the economic contribution of the industry, not through increasing tourists, but by increasing revenue per visitor.
This in turn requires the assumption that the viability of the tourist “product”, in each destination, is linked to the preservation of the cultural heritage and tradition of each place, the protection of the environment and the maintenance of the beauty of the natural landscapes. These factors guarantee the authenticity of experience. These are difficult to compare to a model of a mass tourism of low expenditure.
Therefore, the criterion by which the strategic plan for the creation of – public and private – infrastructure for the development of the tourist “product” must be built must be aimed at sustainability, as well as to consolidate symbiotic and cooperative rather than competitive relations with other economic activities.
In addition, tourism services must take into account and adapt to the international trends that are shaped to the social, economic, geopolitical and technological field, but also to the new data created by climate change, so as to continually improve the experience of each traveler.
From the studies of the study shows that in the 5 years 2020 – 2024, that is, the period including pandemic, postpandedemic recovery and energy crisis (accompanied by geopolitical tensions), Travel receipts in Greece, after their sharp shrinkage to € 4.3 billion or 2.6% of GDP in the first year of the pandemic (2020), rapidly recovered to € 21.6 billion or 9.1% of GDP in 2024. Nevertheless, they did not exceed pre -pandemic levels as a percentage of GDP, while in real terms, that is, at constant prices, their absolute size was less than 1.6% compared to 2019 (+18.8% in nominal terms, ie at current prices).
At the same time, the rise in travel receipts in Greece from 2011 to 2024 (5.8% on average per year) came mainly from the arrivals component. In detail, the average annual arrivals change rate was 7.1%, leading the inbound travel traffic to 40.7 million travelers in 2024 (including cruise arrivals), from 15 million in 2010.
On the other hand, travelers’ average expenditure decreased to EUR 530.6 in 2024, from EUR 640.4 in 2010. This reflects the reduction in the average duration of travelers in Greece at 5.9 nights in 2024, from 9.3 in 2010. From 2011 to 2024 the average annual widening in the category of hotels was 1.9%. Consequently, the actual average annual rate of change in average expenditure per night was 0% in the period 2011-2024 (-3.2% for average expenditure) and the 3.9% travel receipts.
Greek tourism performance in the five months
In the first five months of the year, international air arrivals rose, according to the Statistical Bulletin of the Institute of the Hellenic Tourism Business Association.
Specifically, during the period January – May 2025, they were recorded 6.3 million international air arrivalswith an increase of +351,000/ +5.9% compared to the corresponding period of 2024. In May, 3 million international arrivals were recorded, increasing +153,000/ +5.3% compared to the corresponding month of 2024. The march remains in the individual geographical units in January – May 2025.
In particular, Most international air arrivals were recorded in Cretewith 1 million passengers, increased by +54,000/ +5.6% compared to the corresponding period of 2024. Followed the Dodecanesewith 786,000 arrivals (+26,000/+3.3%) and the Ionian Islandswith 547,000 passengers, increasing +27,000/ +5.2%. In the Peloponnese, arrivals amounted to 38,000 passengers (+5,000/+16%). On the contrary, the Cyclades were the only geographical unit with a decrease, as 133,000 arrivals were recorded by -24,000/-15.3% compared to 2024.
Respectively, Travel receipts in January – April 2025 recorded 10.6% rise compared to the corresponding period of 2024 and stood at € 2,157 million. This development is mainly due to the increase in receipts by residents of other countries by +26%, which stood at EUR 1,040 million, as revenue from EU -27 residents decreased by -1.8% and stood at EUR 1,026 million.
More specifically, receipts from residents of the euro area countries stood at € 862 million, down -5.7%, while revenue from residents of EU -27 countries outside the euro zone increased by +25.4% to EUR 164 million. The receipts by Germany increased by +0.8% and stood at € 297 million while receipts from France declined by -25.0% and stood at € 110 million. Reduced by -6.6% were the receipts by Italywhich was stood at € 110 million. From the other countries, the UK revenue rose to +23.4%, which stood at € 168 million and also US receipts increased by +36.8% and stood at EUR 325 million.
It is noteworthy is the fact that Greece is firmly high in Europe’s preferences for travelhaving even increased its rates this year to two of its three basic markets. In particular, our country is coming Tuesday, having climbed two seats in the preferences of the Germans and the French and fifth in the United Kingdom.
These three countries complement the top 3 of the largest European inbound tourism markets for Greece, which is also in third place for the Italians and a little lower, in sixth place for the Spaniards. The data comes from the first part for European markets (Germany, France, the United Kingdom, Spain, Italy) of his study (INSE) for “the profile of important markets of Greek tourism”.
Greece’s rise by two places in the preferences of the Germans and the French, and in one place in the Spaniards, is also due to the decline in Germans’ preferences for travel to Austria and France, as well as the Spaniards for travel to Germany. In relation to preference rates, Greece increased them by 1.8 percentage points (AM) in France, almost stable in Germany, and had a decrease of 1.5am. in the UK and 0.5 am in Spain.
Changes in travel behavior
Regarding the intention of traveling over the next 12 months more than 7 in 10 Germans, Britons, Spaniards and Italians intend to vacation abroad. The French market has a lesser desire (about 6 out of 10) but, among those traveling, much higher (25.4%) will make 5 or more trips than other markets that ranges between 3.9%and 6.3%.
Based on the study of INSOE it shows that in all five markets under study first, approximately, approximately 1 in 2 intends to spend as long as last year And secondly, travelers who intend to spend more than last year are more than those who intend to spend less.
Citing the amount that is willing to spend on staying per night per person (including taxes), the dominant answers are 86 – 115 euros and 116 – 145 euro for Germany (25% and 16.4% respectively). The dominant answers For France is 56-85 euros and 86-115 euros (24.8% and 22.9% respectively). In the UK the dominant answers are 76-100 pounds or 88-116 euros (17.1%) and 101 -125 pounds or 117-145 euros (16.7%). In Spain the dominant answers are 66 – 85 euros (21.5%) and 86-105 euros (18.4%) while In Italy 46 – 65 euros (20.5%) and 66-85 euros (20.3%).
Compared to last year, the German market is decreasing the rate of less than 55 euros and 56 – 85 euros, or more than 280 euros. The French market has a slight increase in those who spend from 56 euros to 145 euros and from 226 euros and above and a decrease in other categories. The British market is a decrease in costs of less than £ 100 or 116 euros and a rise to the rest and, finally, the Spanish market has a reduction in categories is 46-65 euros and 216-260 euros and increased or stability in the rest.
Planning abroad seems to start early with the Germans and the British planning their travels more early on than the French and especially in relation to the Spaniards and the Italians. Compared to the previous year, there is a tendency for more early booking planning, both for accommodation and for transportation and activities.
Beach holidays are still the most preferred form, followed by a city break vacation, nature trips, sightseeing, relatives and friends and walking or hiking trips. The main motivation for vacation is enjoyment and relaxation, while the dominant form of accommodation is still the hotel/motel. Compared to last year, there is a decrease in the hotel/motel preference in the German and French markets, while an increase in the United Kingdom and Spain is recorded.
The plane remains the most popular medium, with most preferring flights up to 3 hours, while there is a strong preference for car travel and the train. Regarding the company with which one prefers to travel, it distinguishes by far the trip with the partner and traveling with the family. On the other hand, there is a remarkable increase in travelers from Germany traveling alone and, although the rates are still very low, a remarkable increase in all the markets of those traveling with their pet.