Greece has posted a new all-time record in tourism revenue, confirming its status as one of the world’s most resilient and attractive travel destinations in the
post-pandemic era.
Fresh figures released by the Bank of Greece show that travel receipts climbed to €23.63 billion ($27.9 billion) in 2025, a 9.4 percent increase compared with 2024, which had already been a record year. In absolute terms, tourism income grew by more than €2 billion year on year.
The results underline not just strong international demand, but also the growing effectiveness of Greece’s long-term strategy to move beyond a short, summer-only tourism season.
Visitor numbers rise — but spending tells the bigger story
International arrivals increased by 5.6 percent, reaching almost 38 million visitors, up from 35.95 million in 2024. Yet the most telling trend was not volume alone.
Average spending per trip rose 3.8 percent, signaling a gradual shift toward higher-value tourism. Travelers are staying engaged for longer periods and spending more across accommodation, dining, and experiences — evidence that Greek destinations are climbing the quality ladder rather than relying solely on mass arrivals.
Core European markets drive growth
Europe’s largest source markets delivered particularly strong results. Germany led the way, with arrivals jumping 10.2 percent to more than 5.95 million visitors. The United Kingdom followed with a 7.6 percent increase, while Italy recorded an 8.6 percent rise.
Long-haul demand also held firm. Visitor numbers from the United States edged up 0.2 percent, a notable outcome given the gradual weakening of the US dollar against the euro — a factor that often weighs on American outbound travel.
Combined, Germany, the United Kingdom, and the United States generated nearly €9.25 billion ($10.9 billion) in tourism revenue, reinforcing their strategic importance to the Greek tourism economy.
Winter tourism gains momentum
Perhaps the clearest sign of structural change came from the winter months. December emerged as a standout, with arrivals soaring 49 percent compared with December 2024, while travel receipts rose 33 percent.
More than 1.31 million visitors traveled to Greece in December 2025 alone, compared with 765,500 in December 2023. Monthly tourism revenue reached €623 million ($735 million) — almost double the level recorded just two years earlier, when December receipts stood at €326 million.
A stronger, more balanced tourism model
Taken together, the data point to a tourism sector that is not only larger, but fundamentally stronger. Growth is increasingly spread across seasons and regions, demand from core markets remains resilient, and spending patterns suggest a shift toward more sustainable, higher-value travel.
For Greece, the message is clear: tourism is no longer just about packed beaches in August, but about a diversified, year-round model that continues to deliver record-breaking returns. Photo by Athina Seitani, Wikimedia commons.