Greece sees fourth consecutive record tourism season as bookings surge for 2026

Greek tourism is on track for a fourth straight record season. Official estimates project 43 million foreign visitors in 2025, generating about €24 billion in direct revenue – a 9.4 % year‑on‑year increase. The sector’s direct contribution to Greece’s GDP is around €32.4 billion (13 %), with total economic impact estimated between €71 billion and €86 billion (up to 35 % of GDP). Early‑year data for 2026 show arrivals up 38 % to 3.4 million and revenue up 64 % to €1.7 billion, driven by strong demand from the UK, Germany and France, while US arrivals fell about 10 %.

TUI reported a clear rebound in summer‑2026 booking demand, highlighting Greece as its top‑performing destination alongside Turkey and Cyprus. After a period of early‑year planning, travellers are returning to short‑notice bookings, attracted by remaining inventory at 2025 price levels. The operator warns that prices are expected to rise sharply once the remaining low‑price slots are filled.