Greek tourism market trends

Greece is experiencing significant shifts in its tourism sector, characterized by both changes in inbound visitor demographics and a surge in outbound travel spending.

Inbound tourism is increasingly driven by high-spending long-haul travelers from markets such as the United States, Canada, Australia, China, and India. While traditional European markets like the United Kingdom and Germany remain dominant, these long-haul travelers now account for more than 11% of Greece’s tourism revenue. This strategic shift toward quality over volume is supported by expanded direct flight connections at Athens International Airport.

Simultaneously, Greek and Cypriot residents are setting records for outbound travel. In Greece, spending on foreign travel reached a record 3.3 billion euros in 2025, a 19% increase from the previous year. This trend is attributed to an improved economic climate and high domestic holiday costs, which drive citizens toward international destinations offering better value. While spending has risen, inflationary pressures on travel packages have kept overnight stays below 2018 and 2019 levels.