Greece is surging to the forefront of global tourism in 2025, powered by an influx of high-spending travelers from Germany, France, Italy, the United Kingdom, Russia, and the United States. These key source markets are not just contributing to higher visitor numbers—they’re fueling a seismic shift toward luxury travel, immersive experiences, and longer, value-driven stays. According to newly released tourism data, international travel receipts jumped 12.7% year-on-year, with spending per traveler climbing over 10%, propelling Greece to a €3 billion travel surplus in just five months. From boutique coastal resorts to cultural excursions and private wellness retreats, visitors are embracing Greece not as a quick getaway, but as a premium, deeply enriching destination, redefining how tourism success is measured in the post-pandemic world.

More than a beach destination, Greece is emerging as a cultural and experiential hotspot where visitors are spending more time—and more money—enjoying what the country has to offer beyond its iconic islands.

Early-Year Travel Boom Fueled by Quality Over Quantity
In the first five months of 2025, Greece hosted over 7 million international tourists—a modest 2.1% increase from the same period in 2024. While the number of arrivals climbed slightly, the real breakthrough came from visitor spending. The average spend per tourist jumped by 10.4%, reflecting a growing preference for longer stays, immersive cultural activities, and personalized luxury.

This shift toward premium tourism helped generate a travel services surplus of more than €3 billion for the January–May period. May alone added €1.8 billion to that figure, underscoring the strength of tourism as a driving force in the Greek economy.

May 2025: A Month of Fewer Tourists, But Bigger Profits
Interestingly, Greece experienced a 2.7% drop in visitor numbers in May 2025 compared to the same month the year before. Yet, the country saw a 17.7% spike in travel revenue during the same period—an encouraging sign that Greece is attracting travelers who prefer quality over quantity.

Luxury accommodations, guided historical tours, island-hopping cruises, and wellness getaways are increasingly popular among visitors. Meanwhile, outbound travel by Greek residents also rose, with spending abroad reaching €1.35 billion—a 22.4% year-on-year increase. Still, the country maintained a solid net positive in its travel account due to high inbound earnings.

EU Tourists Propel Greece’s Tourism Growth
Tourists from EU countries have played a central role in boosting Greece’s tourism revenue. In May alone, receipts from EU visitors surged by 25.8% compared to the previous year, totaling €1.33 billion.

Here’s how that breaks down:
Eurozone travelers brought in €1.04 billion, marking a 15.1% increase.

Non-euro EU countries posted an exceptional 88.6% rise, contributing €289.2 million.

Top-performing markets included:
Germany: €473.5 million (+16.1%)

France: €153.3 million (+9.9%)

Italy: €62.6 million (+14%)

These figures reflect Greece’s accessibility and growing appeal to European travelers in search of short-haul, culturally rich vacations with consistent value.

Non-EU Source Markets: Growth and Setbacks
Non-EU countries also contributed to Greece’s rising tourism revenue, though performance varied. Overall, receipts from non-EU visitors grew 6.7% in May 2025 compared to the year prior, totaling €800 million.

Breakdown by country:
United Kingdom: €314.1 million (+8.9%)

Russia: €5.2 million (modest gain)

United States: €112.5 million (−28%)

The decline in U.S. spending may be attributed to economic headwinds, exchange rate challenges, or a shift away from long-haul travel. Nonetheless, the strength of regional and European markets has helped Greece maintain positive overall momentum.

Tourism Strengthens Greece’s Economic Core
Tourism continues to be a bedrock of Greece’s economy. From January through May 2025, travel receipts helped offset 21.9% of the country’s goods trade deficit. Even more strikingly, tourism generated 72.9% of Greece’s total net service income—reinforcing its value not just as an industry, but as a strategic financial pillar.

The sector also drives employment, fuels small business growth, and revitalizes local communities—especially across the islands and inland areas that depend on seasonal tourism.

A New Era: From Mass Travel to Meaningful Journeys
Greece’s tourism strategy has evolved in line with global traveler expectations. Rather than aiming for volume, the country now focuses on delivering meaningful, low-impact experiences that are good for both visitors and locals.

Key priorities of the new tourism model include:
Diversifying destination offerings beyond famous islands like Mykonos and Santorini

Investing in eco-tourism and agritourism to promote sustainable travel

Upgrading boutique hotels and restoring heritage buildings

Extending the season by promoting off-peak travel and cultural events

This balanced approach is preserving natural resources while ensuring consistent economic benefit across regions.

Greece’s Summer Outlook: Bright and Buoyant
As the summer season heats up, Greece is on track to outperform its 2024 tourism results. More international routes, refined visitor services, and enhanced digital marketing in key global markets are setting the stage for another successful tourism high season.

Greece’s focus on slower, more mindful travel—where tourists immerse themselves in nature, heritage, and hospitality—is clearly resonating. The country is not only welcoming tourists, but creating ambassadors who are likely to return and spread the word.