Greece: tourism beats records in 2025, a record year for holidaymakers

Visit Greece consolidates its position as a major tourist destination, attracting a record number of holidaymakers by 2025. With almost 38 million visitors, the country recorded its third consecutive year of strong growth. This performance is accompanied by an increase in tourist stays and spending, while at the same time prompting reflection on how to manage these flows to preserve the country's heritage.

Official figures from the Bank of Greece confirm that there will be 37.98 million international visitors in 2025, an increase of 5.6 % on the previous year. Tourism revenues have also risen significantly, reaching 23.6 billion euros (+9.4 %). The Minister of Tourism, Olga Kefalogianni, described 2025 as «the best year ever for Greek tourism», pointing out that the country has become the most popular destination for Europeans and is now among the world's top ten destinations. These figures, which exclude cruise passengers, confirm the essential role of tourism in the Greek economy, contributing directly to around 13 % of GDP and indirectly to over 30 %.

Longer stays and higher expenses

Part of Greece's appeal lies in its ability to offer extended stays. According to Eurostat, the average length of a tourist stay in Greece is nine nights, exceeding the average of seven nights for intra-EU travel. This trend, combined with an upmarket tourism offering, is driving up spending per visitor. The main outbound markets, such as Germany, the UK, Italy, France and the USA, have particularly contributed to this positive dynamic.

For those wishing to explore mainland Greece or combine islands and ancient sites, organized tours offer many advantages. Specialized agencies offer tailor-made tours, transfers, accommodation and guided visits, making it easier to discover the country, especially for travelers less familiar with inter-island travel or the local language. Operators such as Greece Made to Measure byNativ, Orea Voyages and Océane Voyages offer personalized experiences, from self-tours to themed tours, with an emphasis on adapting to individual desires and a responsible commitment.

The rise of all-inclusive packages and air connectivity

All-inclusive packages continue to appeal to a wide range of customers, particularly in regions such as Crete, Rhodes, Kos and Corfu. Hotels offer all-inclusive packages at competitive rates, making Greece accessible to a wide range of budgets. French tour operators are reinforcing this offer with attractive packages. Major players such as Club Med, TUI and Fram offer a variety of organized tours, from seaside breaks to cultural discoveries.

France, a major outbound market, benefits from a dense air network. Air France and Aegean operate regular flights to Athens, while numerous low-cost airlines (Transavia, easyJet, Ryanair, Volotea, Vueling) serve the Greek islands and other mainland cities directly. Flying times of around 2h45 to 3h30 depending on the destination make it easy to get away from it all, and support the growth of French tourism.

Flow management and outlook for 2026

Faced with the influx of visitors, Greece is implementing measures to manage the overtourism. The Ministry of Tourism and tourism professionals encourage the discovery of alternative destinations, such as the Peloponnese, Epirus and Chalkidiki, offering more authentic and less crowded experiences. Entry quotas are applied to emblematic sites such as the Acropolis in Athens, and taxes aim to regulate cruise tourism to Santorini and Mykonos.

Environmental assessments of hotels and the development of new accessible areas complete these efforts. Minister Olga Kefalogianni emphasized the shift from a marketing strategy to genuine destination management.

The outlook for 2026 remains optimistic. Initial indicators point to another year of growth, driven by traditional markets and the diversification of tourism offerings. Greece, with its rich heritage and hospitality, confirms its ability to reconcile tourism success with sustainable development.