Published on
September 5, 2025
Australia, the US, and Canada stand out as Greece’s highest-spending tourist markets, setting new spending records thanks to a combination of factors such as their wealthier tourist base, high demand for luxury experiences, and Greece’s growing appeal as a top travel destination. These countries consistently outpace others in per capita spending, with tourists from the US, Canada, and Australia investing heavily in accommodations, dining, and experiences, driving substantial revenue growth for Greece. In contrast, countries like Bulgaria and Romania have shown growth in their tourism spending, though at a more modest pace. Bulgarians saw the largest increase in spending, while Romanians also demonstrated significant growth. This shift highlights the broader trend of varying spending behaviors across different nationalities, with Greece continuing to attract high-spending tourists from major markets while experiencing growing contributions from emerging sources.
Travelers from the U.S., Canada, and Australia continue to be the most generous visitors to Greece, spending well above the national average in 2024. According to a recent report by euro2day, the average spending per visitor in Greece stood at €573, but visitors from these countries surpassed this figure by a large margin.
Canadians were the highest spenders in Greece, with an average expenditure of €1,260 per trip, 120% above the national average. Australians ranked second, spending €1,068, which is 87% higher than the country’s average, while Americans spent €1,024 per person. U.S. visitors stood out with the highest daily spending, averaging €107 per night, surpassing Canadians at €96 and Australians at €92. This suggests that while all three countries significantly exceed the average spending, American tourists typically stay longer or allocate a greater share of their budget to daily expenses during their stay in Greece.
Although Australians have been major spenders in Greece, tourism from Australia saw a significant decline between 2023 and 2024. The number of Australian visitors dropped by 37.8%, falling from 289,000 to 180,000. Additionally, the average duration of their stays decreased by 40.5%, with overnight visits plummeting from 3.5 million to 2.1 million. As a result, tourism revenue from Australia took a steep dive of 58.3%, from €460 million to €192 million. This dramatic decline marks a substantial shift in a previously strong tourism market for Greece.
In contrast, Canadian tourism showed positive growth. While the number of Canadian arrivals fell slightly by 3.6%, the number of overnight stays rose by 9.2%. This increase in stays resulted in a 18.1% rise in revenue, from €322 million to €381 million. This indicates that although fewer Canadians may have traveled to Greece, those who did stayed longer and spent more, contributing to a healthy increase in tourism receipts.
Tourism from the United States to Greece experienced growth in 2024. The number of American travelers increased by 10%, rising from 1.4 million to 1.5 million. This boost in arrivals led to a 15.3% increase in tourism revenue, which grew from €1.4 billion to €1.6 billion. Despite this positive trend, the average stay for U.S. tourists decreased by 1.4%, suggesting that although more Americans visited Greece, their trips were slightly shorter than in previous years.
In addition to the major markets, travelers from other countries also displayed notable changes in their tourism spending habits. Tourists from Bulgaria recorded the largest increase in per capita spending, rising by 24%, though their overall spending remained modest at €107. Israelis also showed a 20% growth in their expenditures, reaching an average of €676. Romanians saw an 18% boost in their spending, bringing their average to €396, while Spanish visitors raised their per capita spend by 16%, totaling €637.
On the other hand, there were notable declines in spending from certain nationalities. Travelers from North Macedonia drastically reduced their average spend by 52%, dropping to just €35 per person. This decline in spending was part of a broader trend in reduced tourism revenue from several countries. Swiss visitors cut their average spend by 25%, down to €730, while Serbs decreased their spending by 23%, bringing their average down to €289. French tourists saw a 19% decline, with their average spend falling to €632, while Danes reduced their spending by 18%, totaling €597. Austrian visitors also cut back, with a decrease of 11%, bringing their average expenditure to €682.
The significant declines in tourism spending from these countries suggest that there may be broader economic or political factors at play that are influencing the spending behavior of travelers. While some countries are seeing a surge in tourism spending, others are grappling with a sharp reduction in their contributions to Greece’s tourism revenue.
Looking beyond these numbers, it is evident that Greece remains a top destination for tourists from around the world, particularly those from North America and Australia. The high spending levels from U.S., Canadian, and Australian visitors contribute significantly to the country’s tourism revenue, and these markets are likely to remain a key focus for Greek tourism authorities in the years to come. However, the varying trends in tourism from different countries highlight the complexities of the global tourism industry and the need for Greece to adapt its marketing and strategies to attract tourists from a wide range of nationalities.
Australia, the US, and Canada stand out as Greece’s highest-spending tourist markets, driven by affluent travelers and strong demand for premium experiences, while Bulgaria and Romania show growth in spending, reflecting a broader shift in the tourism expenditure landscape.
In summary, while the U.S., Canada, and Australia remain dominant as high-spending markets for Greek tourism, the overall performance of these markets shows varied outcomes. Australian tourism saw a noticeable downturn, whereas both Canada and the U.S. experienced revenue growth, despite changes in the number of arrivals and overnight stays. Furthermore, tourists from other nations have adjusted their spending habits, with some increasing their expenditures, while others have sharply decreased their spending. As Greece plans for the future, recognizing these shifts in visitor behavior will be key to maintaining its status as a top global destination.
