INSETE’s new report on inbound tourism in Greece in 2025 paints a picture of a year marked by stark contrasts. On the one hand, arrivals and revenue are at record highs, confirming the international appeal of the Greek tourism product.
On the other hand, structural changes are emerging that affect the quality and sustainability of growth, the most significant of which are the steady decline in the length of stay of visitors and the uneven distribution of tourism activity.
According to the study’s data, international arrivals in 2025 reached 37.98 million, an increase of 5.6% compared to 2024 and 21.2% compared to 2019. At the same time, tourism receipts reached €22.6 billion, marking a 9.8% increase year-over-year and nearly 28% compared to the pre-pandemic period. Overnight stays totaled 233.1 million, showing a marginal increase of 0.9%, a figure that reveals that the increase in demand is not translating into a corresponding lengthening of stays.
This discrepancy is one of the most critical findings of the INSETE study, as it directly affects the profitability of the tourism product. The Average Length of Stay fell further in 2025 to 6.1 nights, from 6.4 in 2024 and 7.4 in 2019, marking an overall decline of over 17%. This is not a temporary trend, but one linked to deeper changes in international tourism behavior.
According to the study, the decrease in the length of stay is attributed to a combination of factors. Rising prices for accommodation and transportation limit the possibility of extended vacations, while at the same time reinforcing the trend toward more frequent but shorter trips. At the same time, the growth of city tourism and short getaways, particularly in Athens, is leading to a further decrease in the average length of stay.
When it comes to modes of transportation, air travel continues to play a dominant role in inbound tourism. They account for over 73% of arrivals and 90% of revenue, while travelers arriving by air spend significantly more than those arriving by road. This trend highlights the importance of air connectivity for the quality development of tourism.
Seasonality remains a key feature of Greek tourism, although it is showing signs of leveling off. The third quarter continues to account for the bulk of activity, though its share is gradually declining. In contrast, the second quarter is gaining strength, showing higher spending and longer stays, a fact that highlights the potential for extending the tourist season.
Geographically, the INSETE survey reveals a strong concentration of tourism activity. The five main regions account for the majority of visits and revenue, with the South Aegean and Attica maintaining their dominant position. In contrast, other regions show signs of lagging behind or facing pressure, a fact that exacerbates inequalities within the country.
The cruise sector is also showing strong momentum, having rebounded sharply following the pandemic. Revenues exceeded €1 billion, more than double the 2019 figure, confirming the sector’s importance to overall tourism activity.
The main drivers of Greek tourism
An analysis of countries of origin for 2025, as reflected in the INSETE study, shows that Greek tourism continues to rely heavily on traditional European markets, though with some significant shifts in both arrivals and spending. The ten most important markets account for a total of 60.1% of arrivals and 66.5% of tourism receipts, confirming their central role in shaping the overall picture of the sector.
Germany remains Greece’s largest market, with approximately 4.7 million visitors; however, its contribution to revenue appears modest compared to the past. Revenues from the German market amount to approximately 3.5 billion euros, with average spending showing signs of stagnation, a factor linked to the financial pressures faced by German households as well as the shift toward shorter vacations.
The United Kingdom follows as one of the most dynamic markets, with approximately 4.5 million arrivals and revenue exceeding €3.2 billion. British visitors maintain high per-capita spending and a significant length of stay, making them one of the main pillars of the tourism economy, particularly for island destinations.
The U.S. market is showing particularly strong growth, recording approximately 1.5 million visitors, with revenue approaching 1.6 billion euros. The high per-capita spending of Americans, which ranks among the highest among key markets, significantly enhances the value of the tourism product and confirms the strategic importance of this market.
France maintains a steady presence, with approximately 1.8 million visitors and revenue exceeding 1.4 billion euros, while Italy records approximately 1.9 million arrivals, with a slightly lower average expenditure. These markets are characterized by more flexible travel patterns and increased use of independent bookings, a factor that influences the duration and structure of spending.
Poland’s presence is also noteworthy, as it continues to grow, with approximately 1.2 million visitors, contributing significantly to the increase in arrivals, albeit with lower per capita spending compared to Western European markets. Similarly, the countries of Central and Eastern Europe are showing increasing momentum, mainly due to improved air connectivity and the competitiveness of Greek destinations.
Turkey is one of the fastest-growing markets, with more than 1 million visitors, mainly due to its geographical proximity and easy access. However, average spending remains lower, which limits the market’s overall contribution to revenue.
Romania and Bulgaria also play a significant role, primarily through road tourism, with high visitor numbers but lower spending per visitor. These markets boost the overall volume of tourism, but their contribution to the value of the product remains limited.
One of the key conclusions of the INSETE study is that the differentiation between markets concerns not only the number of visitors, but primarily their behavior. Markets such as the U.S. and the United Kingdom are associated with higher spending and greater consumption of services, while other markets contribute more to volume than to value.
This picture highlights the importance of a more targeted strategy for attracting visitors, with an emphasis not only on increasing arrivals but also on improving the quality of demand. Strengthening high-value markets, extending the length of stay, and diversifying the tourism product are critical factors for maintaining the competitiveness of Greek tourism in the coming years.
