Greece sees historic tourism growth and rise in luxury travel

Greek tourism has experienced significant growth following the pandemic, reaching historic highs in both arrivals and revenues between 2023 and 2025. According to an Alpha Bank report, tourist arrivals increased by 21% and travel receipts rose by 28% compared to 2019 levels. Greece's share of global tourist arrivals grew from 2.1% in 2019 to 2.5% in 2025.

Growth has been supported by emerging markets alongside traditional source countries. The cruise sector has also seen substantial expansion, with arrivals and revenues doubling compared to 2019. In the first half of 2026, travel receipts increased by nearly 15% year-on-year, while arrivals rose by 15.4%. Despite slight fluctuations, average spending per trip remains 12% higher than 2019 levels.

Additionally, Greece is emerging as a major destination for ultra-luxury tourism. This segment attracts high-net-worth individuals seeking privacy, personalized services, and high-end experiences, such as renting luxury villas for significant daily rates.