Despite record arrivals in Greek tourism, this increase is not accompanied by a corresponding rise in tourism revenues. Tourists are staying fewer days and spending less money, raising concerns about the sustainability of the low-spending mass tourism model. The Eurobank study emphasizes the need to shift towards a higher-quality and more sustainable tourism product, one that enhances spending per visitor while preserving cultural heritage and the natural environment.
From 2010 to 2024, arrivals increased significantly; however, the average length of stay and spending per visitor declined. Revenues recovered substantially after the pandemic but did not surpass 2019 levels in real terms. Recent increases in arrivals in Crete, the Dodecanese, and the Ionian Islands contrast with a decrease in the Cyclades.
In the first four months of 2025, travel revenues rose by 10.6%, mainly from non-EU countries. Although revenues from major European markets such as France and Italy declined, increases were recorded from the United Kingdom and the United States. Greece remains highly ranked among European travelers’ preferences, with upward trends in the German and French markets.
Travel behavior is changing: there is a stronger intention to travel, though with more controlled budgets. There is a trend toward earlier planning, with beach holidays still the top choice and hotels remaining the primary accommodation type, albeit with some variations by country. Air travel remains the preferred mode of transport, while trips with partners, families, and even pets are becoming increasingly common.
