According to INSETE study data for the period 2019–2024
The data from the INSETE study for the period 2019–2024 show a concentration of tourism expenditure in fewer destinations, with Attica, Crete and the South Aegean absorbing the largest share of revenue from inbound tourism.
Although the average visitor now travels to fewer Regions during the same trip, the average expenditure per visit at the Region level increased by 41 euros compared to 2019. This picture differs significantly by region, reflecting changes in traveler behavior and in the structure of the tourism product, according to an INSETE study.
The largest increase in average spending per visit is recorded in Attica, where it increased by 103 euros over the five-year period. During the same period, the Region’s share of total arrivals increased from 16% in 2019 to 22% in 2024, while the corresponding share in receipts increased from 15% to 23%.
The data show that Attica now absorbs a larger share of tourism consumption, a development linked to the strengthening of city breaks, the increase in air arrivals and the longer duration of stay compared to the past.
Crete and South Aegean remain at the top
In Crete, the average spending per visit increased by 86 euros between 2019 and 2024, keeping the Region in the top positions in terms of total tourism revenues. This increase is mainly attributed to stable demand and the operation of large organized tourist units.
In the South Aegean, the average expenditure appears almost unchanged compared to 2019. According to the study, this is mainly due to the reduction in the length of stay, despite the high prices per night, which holds back the total expenditure per trip.
On the contrary, in the Ionian Islands and Central Macedonia, a decrease in the average expenditure per visit is recorded. Particularly in Central Macedonia, where inbound tourism is largely road-based, the lower daily expenditure limits the overall economic footprint, despite the maintenance of tourist traffic.
In the other regions of the country, as we read on capital.gr, the average expenditure per visit increased by 75 euros, without, however, substantially changing the overall picture of the concentration of expenditure in the main destinations.
The role of the mode of arrival
Of particular importance is the mode of arrival of visitors. Tourists arriving by air represent 73% of arrivals in 2024 and 91% of total revenues, due to significantly higher average consumption compared to those arriving by road.
Despite the decrease in average consumption per trip for both air and road visitors, the overall average expenditure increased, as the share of travelers with higher daily expenditure increased.
The picture in 2025
The same direction is confirmed by the most recent data for 2025. According to data from the Bank of Greece for the eleven months of January–November, the average expenditure per trip amounted to 600 euros, an increase of 4.4% compared to 2024, when it was 574 euros.
This development is particularly important as it is recorded in a period where, in several destinations, the length of stay remains limited. The increase in average spending suggests that the boost in revenue comes not only from the volume of arrivals, but also from higher consumption per visitor.
Even more indicative is the picture of November, a month outside the traditional tourist peak. The average spending per trip reached 495 euros, recording a 17.2% increase compared to 422 euros in November 2024.
Source: cretalive.gr