Inbound tourism in Greece (excluding cruises) recorded a remarkable overall performance in 2025. Specifically, it recorded 38.0 million arrivals and revenue of 22.6 billion euros, representing increases of +5.6% and +9.8% respectively compared with 2024, and +21.2% and +27.9% compared with 2019.
However, an analysis of the data presented in the new INSETE study — “Inbound Tourism in Greece 2025 | Developments and Trends compared to 2024 and 2019” — reveals a more complex picture.
Alongside positive trends, such as the increase in daily spending, the reduction in seasonality, the consolidation of Athens as a city break destination, the diversification of markets, the growth of the US market, and the strengthening of MICE and cruise products, challenges have also been noted: the decline in the average length of stay — now at 6.1 nights compared to 7.4 in 2019 — which is holding back the growth in revenue at a rate comparable to that of arrivals; the widening of inequalities between regions with well-developed tourism sectors and other regions; as well as signs of fatigue in certain markets.
Average Length of Stay: 3 factors that are reducing it
The sector has achieved significant growth in the period 2019–2025, reaching 38.0 million visitors in 2025 in terms of arrivals excluding cruise passengers (+5.6% from 2024, +21.2% from 2019) and revenue of 22.6 billion euros (+9.8%/+27.9%) when including cruise passengers, 23.6 billion euros (+9.4%/30.0%) in total. However, overnight stays have remained at the level of 230 million since 2019, with the exception of the pandemic years 2020–2022. The main reason is the continuous decline in the Average Length of Stay (ALS), which now stands at 6.1 nights, compared with 7.4 nights before the Covid pandemic (-17.2%). In fact, the ALS fell by a double-digit percentage compared to 2019 in the country’s ten largest markets. Consequently, it fell in all regions with the exception of the North Aegean Region and the Eastern Macedonia and Thrace Region.
The decline in the ALS acts as a brake on the increase in revenue to an extent proportional to visitor numbers and is an issue that must be addressed as a top priority by improving the product in both tourist-developed and other regions, as well as by attracting long-haul markets whose visitors stay longer at their destination.
On the other hand, the Average Spending per Night (ASN), an indicator of the “value” of the tourism product on a daily basis, rose again to €97 and is now 27.5% higher than in 2019 – against an inflation rate of 20%. As a result of the decrease in the ALS and the increase in the ASN, the Average Per Capita Expenditure (APCE) shows a small increase compared to both 2024 (+3.9%) and 2019 (+5.5%) and now stands at 595 euros, compared to 573 euros in 2024 and 564 euros in 2019. However, there are also significant markets where the APCE fell compared to 2019 despite inflation of 20%: Germany -13.5%, Austria: -13.2%, Italy: -10.0%, France: -5.1% and the Netherlands: -0.9%.
The decline in the ALS can be attributed to three complementary trends, such as:
- International trend towards shorter trips,
- Limits on the duration of trips, as the daily cost rises, particularly at a time when citizens in our main (European) markets are facing financial difficulties.
- Increase in the proportion of day-trippers – 90% of whom come from the four neighbouring countries (Albania, North Macedonia, Bulgaria, Turkey) – from 7.5% to 9.3%. It is worth noting, however, that the average daily expenditure (APCE) of day-trippers (94 euros), i.e. daily expenditure equivalent to the average daily expenditure (ASN), is at the same level as the total ASN (97 euros), an indication of the strong spending power of these visitors, which could be further harnessed by encouraging them to stay in Greece. In this context, the tourism product needs to be enhanced, particularly in the border regions.
A fourth factor falls into a different category, which also reduces the ALS for statistical reasons, although in itself it is a particularly positive development for Greek tourism: the dynamic growth of city break tourism has led to an increase in Attica’s share of total visits from 16.2% in 2019 to 22.3% in 2024 and 23.2% in 2025. As city breaks are, by their very nature, characterised by a shorter length of stay compared to “sun and sea” tourism, the growing share of this specific type of trip inevitably contributes to a further reduction in the average length of stay at national level.
The South Aegean and Attica are emerging as high-value destinations
At regional level, the gap between regions with a developed tourism sector and the rest is widening. The five regions with a developed tourism sector (Attica, South Aegean, Crete, Central Macedonia and the Ionian Islands) account for 90% of revenue.
Attica emerges as the main driver of growth — accounting for 54% of the total increase in receipts in 2025 — whilst the South Aegean region records the highest average spend per visit nationwide (869 euros). Conversely, Crete shows a decrease in revenue of -5% despite the increase in visits, continuing a trend that began in 2024 (-12% compared with 2023). A similar picture is seen in the Ionian Islands (-4.1% in revenue versus +10% in visits). Central Macedonia shows a significant decrease in overnight stays (-8.6% compared with 2024, -30.5% compared with 2019). These figures make it imperative for all three regions to strategically reposition themselves towards high-spending markets, through targeted investments to upgrade their tourism offering. The Other Regions recorded a significant deterioration in most of their figures during the period 2024–2025.
The UK, Turkey and the US are leading the rise in revenue in 2025
The largest market, Germany, is showing signs of fatigue, with the APCE indicating a continuous decline (-7.2% compared to 2024 and -13.5% compared to 2019), due to stagnation in the ASN and a decrease in the ALS. Consequently, despite the increase in arrivals of +10.2% compared to 2024, the rise in receipts was limited to just +2.2%; compared to 2019, the figures were +47.8% and +27.9% respectively.
The largest contribution to the increase in receipts of 2.0 billion in 2025 compared with 2024 came from the UK, with an increase of 582 million, or 28.9% of the total increase, Turkey, with an increase of 169 million (8.4%), and the US, with an increase of 153 million (7.6%). These three markets accounted for 44.8% of the total increase in revenue.
The geographical spread of demand is noteworthy — a feature that acts as an “insurance policy” against dependence on a single market — providing Greek tourism with flexibility and resilience.
Broader trends and challenges
The INSETE study also highlights other trends and challenges that are observed more broadly.
Initially, there was an increase in the proportion of business trips from 5% to 7% of the total, resulting from a rise of +76% between 2019 and 2025. This trend reflects Greece’s gradual establishment as a MICE destination, highlighting the potential for further development through the creation of a national MICE tourism development plan – as well as live tourism – which will also include the development of an International Convention Centre in Athens.
Another trend relates to the growth of cruise tourism, with revenue rising from half a billion euros in 2019 to one billion euros in 2024 and 2025, likely due to an increase in AIA’s direct flights to the USA. Improving the commercial infrastructure of ports, combined with the development of tourist experiences and services within the framework of integrated destination management, is essential for increasing spending per disembarkation and stimulating local economies.
In addition, a further increase in the proportion of tourists arriving by air has been recorded: 73.2% in 2025, compared with 66.1% in the pre-Covid era in 2019. Conversely, those arriving by road show a marginal increase (+0.8%) compared to 2019, with the result that their share of arrivals has fallen from 30.6% in 2019 to 25.4% in 2025. Due to the significantly higher average spending per night (ASP) of those arriving by air (733 euros) compared to those arriving by road (190 euros), their respective shares of revenue are 90.2% and 8.1%. Of particular note is the increase in the Average Spending per Night (ASP) for road arrivals between 2019 and 2025 by +55.3%, likely reflecting positive economic developments in neighbouring countries. Furthermore, as tourists arriving by sea have high ALS and APCE, the increase in demand for sea travel will have a positive impact in general and, in particular, in the regions of Epirus, Western Greece and the Peloponnese, which have a direct connection with Italy.
Another trend noted is the reduction in seasonality, although it remains very pronounced: the third quarter now accounts for 52.4% of arrivals, 52.9% of overnight stays and 52.5% of revenue, compared with 56%, 58.5% and 59.3% respectively in 2019. An interesting development is the superiority – indeed, by a significant margin – of the second quarter over the third in all three indicators (ASN, ALS and APCE), which reflect the value of the tourism product and the importance of tourism development during this quarter. The study highlights the long-term resilience of Greek tourism and the strength of its brand, even amidst successive crises and reclassifications. At the same time, it is clear that the future is shaped by a combination of factors that require close monitoring and a coordinated response: geopolitical instability; enhancing competitiveness – where issues such as taxation, operating costs, infrastructure, destination management, quality of services and the price-value ratio will determine our position in the coming years; investment in human resources; and ensuring a balance with local communities, in order to maintain and further strengthen Greece’s position on the international tourism map.
Source: tourismtoday.gr