Inbound tourism in Greece (excluding cruises) recorded remarkable overall performance in 2025. Specifically, it recorded 38.0 million arrivals and receipts of 22.6 billion euros, with an increase of +5.6% and +9.8% respectively compared to 2024, and +21.2% and +27.9% compared to 2019.
However, the analysis of the data presented in the new INSETE study —“Inbound Tourism in Greece 2025 | Developments and Trends compared to 2024 and 2019”— highlights a more complex picture.
Alongside positive trends, such as the improvement in daily spending, the reduction of seasonality, the consolidation of Athens as a city break destination, the diversification of markets, the growth of the US market, the strengthening of MICE and cruise products, challenges are also recorded: the contraction of the Average Length of Stay —now at 6.1 nights compared to 7.4 in 2019— which is holding back the growth of receipts at a rate comparable to that of arrivals, the widening of inequalities between touristically developed and other Regions, as well as signs of fatigue in certain markets.
Average Length of Stay: 3 factors that are shrinking it
The sector has achieved significant performance in the period 2019-2025, reaching 38.0 million visitors in 2025 in arrivals excluding cruises (+5.6% from 2024, + 21.2% from 2019) and receipts of 22.6 billion euros (+9.8%/+27.9%) while including cruises, 23.6 billion euros (+9.4%/30.0%) in total. However, overnight stays remain at the level of 230 million, since 2019, with the exception of the pandemic years 2020-2022. The main reason is the continuous decrease in the Average Length of Stay (ALS), which is now 6.1 nights, compared to 7.4 nights before the Covid pandemic (-17.2%). In fact, the ALS decreased by a double-digit percentage compared to 2019 in the ten largest markets of the country. As a result, it decreased in all Regions with the exception of the North Aegean Region and the Eastern Macedonia and Thrace Region.
The decrease in the ALS is a brake on the increase in receipts to a degree proportional to arrivals and is an issue to be addressed as a top priority through the improvement of the product in both the touristically developed and other Regions, as well as the attraction of long-haul markets that 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, showed a new increase 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 amounts to 595 euros, compared to 573 euros in 2024 and 564 euros in 2019. However, there are also significant markets for which the APCE showed a decrease 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 decrease in the ALS can be attributed to 3 complementary trends, such as:
- International trend for shorter trips,
- Limitation of the duration of trips, as the daily cost increases, especially at a time when citizens of our main (European) markets are facing financial difficulties.
- Increase in the share of day-trippers – who by +90% come from the four neighboring countries (Albania, North Macedonia, Bulgaria, Turkey) – from 7.5% to 9.3%. It is noteworthy, however, that the APCE of day-trippers (94 euros), i.e. daily expenditure equivalent to ASN, is at the same levels as the ASN in total (97 euros), an indication of the strong consumer power of these visitors that could be further exploited by their stay in Greece. In this context, enrichment of the tourism product is required, especially for the border regions.
A fourth factor falls into a different category, which also compresses the ALS for statistical reasons, although in itself it is a particularly positive development for Greek tourism: the dynamic development of city break tourism has led to an increase in the share of Attica in total visits from 16.2% in 2019 to 22.3% in 2024 and 23.2% in 2025. As city breaks are characterized by their nature by a shorter duration of stay compared to “sun and sea” tourism, the strengthening of the share of this specific type of trip inevitably contributes to the further reduction of the average duration of stay at the national level.
South Aegean and Attica emerge as high-value destinations
At the level of Regions, the gap between tourism-developed and the rest is widening. The five developed Regions (Attica, South Aegean, Crete, Central Macedonia, Ionian Islands) account for 90% of receipts.
Attica emerges as the main driver of growth — with 54% of the total increase in receipts in 2025 attributable to it — while South Aegean records the highest Average Spend per Visit nationwide (869 euros). On the contrary, Crete shows a decrease in receipts of -5% despite the increase in visits, continuing a trend that began in 2024 (-12% vs 2023). A similar picture is presented by the Ionian Islands (-4.1% receipts versus +10% in visits). Central Macedonia presents a significant decrease in overnight stays (-8.6% versus 2024, -30.5% versus 2019). These data make it imperative for all three Regions to strategically reposition themselves towards high-spending markets, through targeted investments to upgrade their product. The Other Regions presented a significant deterioration in most of their figures in the period 2024-2025.
UK, Turkey and US lead the increase in receipts in 2025
The largest market, Germany, shows signs of fatigue with the APCE showing a continuous decrease (-7.2% compared to 2024 and -13.5% compared to 2019), due to stagnation in the ASN and a decrease in the ALS. Thus, despite the increase in arrivals by +10.2% compared to 2024, the increase in receipts was limited to just +2.2% and, compared to 2019, by +47.8% and +27.9% respectively.
The largest contribution to the increase in receipts by 2.0 billion in 2025 compared to 2024 was made by the UK with an increase of 582 million or 28.9% of the total increase, Turkey with +169 million/8.4% and the US with +153 million/7.6%. These three markets contributed 44.8% of the total increase in receipts.
The geographical dispersion 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, an increase in the share of business trips from 5% to 7% of the total is recorded, which resulted from an increase of +76% between 2019 and 2025. This trend reflects the gradual consolidation of Greece as a MICE destination, highlighting the potential for further development with the creation of a national MICE tourism development plan – but also live tourism – which will also include the development of an International Convention Center in Athens.
Another trend is related to the strengthening of cruise tourism, from half a billion euros in revenue in 2019 to one billion euros in 2024 and 2025, likely due to an increase in AIA’s direct air connections with 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 a requirement for increasing spending per disembarkation and stimulating local economies.
In addition, a further increase in the share of tourists arriving by air is recorded, 73.2% in 2025 compared to 66.1% in the pre-Covid era in 2019. On the contrary, those arriving by road show a marginal increase (+0.8%) compared to 2019, with the result that their share in arrivals has decreased from 30.6% in 2019 to 25.4% in 2025. Due to the significantly higher APCE of those arriving by air (733 euros) compared to those arriving by road (190 euros), the respective shares in receipts are 90.2% and 8.1%. Notable is the increase in the Average Spending per Night (ASP) of road arrivals between 2019 and 2025 by +55.3%, likely reflecting the positive developments in the economies of neighboring countries. Furthermore, as tourists arriving by sea have high ALS and APCE, the increase in seafaring demand will have a positive impact in general and in particular in the Regions of Epirus, Western Greece and Peloponnese which have a direct connection with Italy.
Another development that is recorded is the reduction in seasonality, even if it remains very pronounced: The third quarter now represents 52.4% of arrivals, 52.9% of overnight stays and 52.5% of receipts compared to 56%, 58.5% and 59.3% respectively in 2019. An interesting development is the superiority, and indeed by a significant difference, of the second quarter over the third in all three indicators (ASN, ALS and APCE) that indicate the value of the tourism product and the importance of tourism development in this quarter. The study highlights the long-term resilience of Greek tourism and the strength of its brand, even in an environment of successive crises and reclassifications. At the same time, it is clear that the next day is shaped by a combination of factors that require serious monitoring and a coordinated response: geopolitical instability, strengthening 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 balance with local communities, in order to maintain and further strengthen Greece’s position on the international tourism map.
Source: tourismtoday.gr