According to data from the INSETE study for the period 2019–2024
The data from the INSETE A study covering the period 2019–2024 shows that tourism expenditure is concentrated in fewer destinations, with Attica, Crete and the South Aegean region accounting for the largest share of revenue from inbound tourism tourism.
Although the average visitor now travels to fewer regions during the same trip, average expenditure per visit at regional level increased by 41 euros compared with 2019. This picture varies significantly from region to region, reflecting changes in traveller behaviour and in the structure of the tourism product, according to an INSETE study.
The largest increase in average spending per visit was recorded in Attica, where it rose by 103 euros over the five-year period. During the same period, the region’s share of total arrivals rose from 16% in 2019 to 22% in 2024, whilst its corresponding share of revenue rose from 15% to 23%.
The data show that Attica now accounts for a larger share of tourism expenditure, a trend linked to the growing popularity of city breaks, the rise in air arrivals and the longer length of stay compared with the past.
Crete and the South Aegean remain at the top
In Crete, average spending per visit rose by 86 euros between 2019 and 2024, keeping the region among the top performers in terms of total tourism revenue. This increase is mainly attributed to stable demand and the operation of large, organised tourist facilities.
In the South Aegean, average expenditure appears to have remained virtually unchanged compared with 2019. According to the study, this is mainly due to the reduction in the length of stay, despite the high prices per night, which is holding back total expenditure per trip.
On the contrary, in the Ionian Islands and Central Macedonia, a decrease in average expenditure per visit has been recorded. This is particularly the case in Central Macedonia, where inbound tourism is largely road-based; the lower daily expenditure limits the overall economic impact, despite the fact that tourist numbers remain stable.
In the other regions of the country, as reported on capital.gr, average expenditure per visit rose by 75 euros, without, however, significantly altering 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 accounted for 73% of arrivals in 2024 and 91% of total revenue, due to their significantly higher average spending compared with those arriving by road.
Despite the fall in average expenditure per trip for both air and road travellers, overall average expenditure rose, as the proportion of travellers with higher daily expenditure increased.
The picture in 2025
This trend is confirmed by the most recent data for 2025. According to data from the Bank of Greece for the eleven months from January to November, the average expenditure per trip amounted to 600 euros, an increase of 4.4% compared with 2024, when it stood at 574 euros.
This development is particularly significant as it has been observed at a time when, in several destinations, the length of stay remains limited. The increase in average spending suggests that the rise in revenue stems not only from the volume of arrivals, but also from higher spending per visitor.
Even more telling is the picture for November, a month outside the traditional peak tourist season. Average spending per trip reached 495 euros, representing a 17.2% increase compared with 422 euros in November 2024.
Source: cretalive.gr