Published on
August 24, 2025
In 2025, Greece’s tourism revenue soared to a record €7.659 billion, driven by high-spending visitors from key markets like the United States, the United Kingdom, Germany, France, and Italy. While the number of visitors increased modestly, a significant rise in per-visitor spending played a pivotal role in the growth. The average spend per visitor surged to €622.70, up from €565.40 in 2024, reflecting a shift towards more lucrative, high-value tourism. American tourists, in particular, made a notable impact with spending far exceeding the average, alongside strong contributions from the UK and other European countries. Greece’s world-class attractions, luxury experiences, and accessibility have solidified its position as a top destination, propelling the country’s tourism revenue to new heights.
Greece’s tourism industry has reached an extraordinary milestone in the first half of 2025, achieving a record revenue of €7.659 billion. This marks an impressive 11% increase compared to the same period in 2024, according to the latest data from the Bank of Greece. Although the number of visitors grew only slightly—from 11.625 million in the first half of 2024 to 11.692 million this year—the real story lies in the significant rise in spending per visitor. In 2025, the average spend per visitor surged to €622.70, up from €565.40 in the previous year, signaling a strong recovery and a trend towards higher-value tourism.
US and UK Tourists Drive Revenue Growth
The substantial growth in tourism revenue is largely attributed to visitors from high-spending markets, particularly the United States and the United Kingdom. These nations played a pivotal role in boosting Greece’s tourism earnings. In particular, the number of American tourists increased significantly, with arrivals rising by 20% compared to the first half of 2024. This surge in visitors led to a 29.4% increase in revenue from the US, which reached €704.3 million. With an average spend of €1,014.69 per tourist, US visitors spent more than 60% above the overall average for international visitors, demonstrating their substantial contribution to Greece’s tourism revenue.
At the same time, UK visitors also continued to be an essential source of income. Revenue from British tourists rose by 7.3%, amounting to €1.082 billion in the first half of 2025. This growth, while not as dramatic as the rise in American tourism, still reflects a strong and steady flow of visitors from one of Greece’s most consistent and valuable markets.
Decrease in Low-Spending Balkan Visitors
While the overall number of visitors from abroad saw a modest increase, there was a noticeable shift in the types of tourists arriving. Specifically, there was a decline in visitors from low-spending Balkan countries, such as Bulgaria and North Macedonia. The rising costs of accommodation and dining in Greece have deterred many of these travelers, who traditionally spent less per visit compared to other European nationals. As a result, Greece saw fewer arrivals from these regions, a trend that contributed to a higher average spend across the board.
June Sees Revenue Growth Despite Fewer Arrivals
In June, Greece experienced a slight 1.7% decline in visitor arrivals, with a total of 4.602 million tourists. However, despite this drop in numbers, revenue for the month saw a robust 8.8% increase, further indicating that the increase in per-visitor spending is a key driver of Greece’s tourism success. Countries like Germany, France, and Italy also showed strong revenue growth. German tourists spent 13.5% more compared to last year, totaling €1.366 billion, while French visitors contributed €455.9 million (up 2.1%) and Italians spent €344.7 million (up 9%).
Direct Flights From US Boost Tourism Potential
Experts believe that Greece’s tourism potential could be further enhanced by improving access for American tourists, particularly by facilitating more direct flights between the United States and Greece. Low-cost carriers, such as Norse Atlantic Airways, have begun to make a significant impact in this regard. The airline introduced a direct flight between New York and Athens and further expanded its operations with a new route from Los Angeles to Athens in June 2025. These flights, along with similar routes from other low-cost carriers, make Greece more accessible to travelers from the US, helping to sustain the growth of high-spending American tourism.
Positive Outlook for the Rest of 2025
Looking ahead, Greece’s tourism sector is optimistic about the future. Sector professionals are confident that the momentum seen in the first half of 2025 will continue throughout the year. With the tourism industry becoming increasingly reliant on high-spending visitors from markets like the US and UK, further efforts to attract these tourists will be critical. There is also a growing recognition of the need to adapt to the changing landscape of global travel, where convenience and affordability in transport play a key role in boosting international arrivals.
With continued investment in improving the visitor experience and making travel more accessible, Greece is set to maintain its position as one of Europe’s most sought-after destinations. The record revenue of €7.659 billion in the first half of 2025 sets the stage for even greater success in the latter half of the year, positioning the country for a banner year in tourism.
