Greece tourism heads toward new historic record in 2026

Greek tourism is on track to reach new historic records in 2026, according to Vice President Kostis Hardjidakis. Speaking at the Rethymno Tourism Summit 2026, Hardjidakis reported that from January to August, visitor arrivals increased by 10% compared to the previous year, reaching 28.5 million. Tourism revenues during this period rose by 9.4%, totaling 18.2 billion euros.

These figures follow a strong performance in 2025, which saw nearly 38 million visitors and revenues of 23.6 billion euros. Hardjidakis noted that these results are particularly significant given the current environment of international uncertainty and conflict.

The government is shifting its focus from mere volume to quality and sustainability. Hardjidakis identified four key priorities for the sector: developing modern infrastructure, establishing clear rules for tourism development, extending the tourist season, and strengthening human resources through education.

Additionally, research from INSETE highlights several challenges for the industry's next phase, including the need for digital transformation, addressing climate change, managing demographic shifts, and improving the distribution of benefits to local communities.