Greek tourism shifts toward high‑spending long‑haul travelers from the US, Canada, Australia, China and India

Long‑haul markets now account for more than 11% of Greece’s tourism revenue, bringing visitors who stay longer and spend significantly more. The shift from volume to quality is driven by travellers from the United States, Canada, Australia, China and, from 2026, India, aided by expanding direct flight connections at Athens International Airport.

Traditional European markets remain dominant; the United Kingdom and Germany are the two largest sources, followed by the United States as the main non‑European market. In 2025 these five countries supplied about 49% of foreign arrivals to hotels, campgrounds and short‑stay accommodations. Overall foreign arrivals rose from 26.28 million in 2023 to 28.18 million in 2025, and overnight stays increased from 123.11 million to 131.05 million, although growth rates slowed to 2.9% and 2.2% respectively.

European destinations still account for roughly 80% of total foreign visitor nights in 2025, but the growing share of high‑spending long‑haul tourists is seen as a strategic lever for Greece’s future competitiveness in the global tourism market.