Published on
September 5, 2025
U.S., Canadian, and Australian tourists have always been the most philanthropic visitors to Greece. These tourists also posted spending rates well above the national average of €573 per individual. Interestingly, Canadians spent the most at €1,260 per visit, an increase of 120% above the national average. Australians spent €1,068 per individual, a rise of 87% above average, while Americans spent €1,024 on average, above the national average.
Along with increased overall expenditure, U.S. tourists spent most per night at €107 per night, followed by €96 per night for Canadians and €92 per night for Australians. It reflects the substantial economic contribution these nations make to Greek tourism through spending, which fuels revenue growth, although other markets have experienced a mixed trend in visitor arrivals and length of stay.
Decline in Australian Tourism: A Sharp Drop in Arrivals and Spending
Despite being among the highest spenders, Australian tourism to Greece saw a sharp downturn in 2024. Arrivals from Australia decreased by 37.8% (from 289,000 to 180,000), while overnight stays dropped by 40.5% (from 3.5 million to 2.1 million). The reduction in Australian tourism receipts was even more pronounced, plummeting by 58.3% (from €460 million to €192 million).
This decline in Australian arrivals and spending represents a significant challenge for Greece’s tourism sector, particularly given the country’s position as a key source market for high-spending tourists. The downturn in Australian tourism raises questions about the long-term trends in travel preferences and the need for tourism operators to adapt to the evolving needs of the Australian market.
Canadian and U.S. Tourism: A Growth Story for Greece’s Visitor Economy
In contrast to the decline in Australian tourism, both Canadian and U.S. tourism showed strong growth in 2024. While Canadian arrivals fell by 3.6%, overnight stays increased by 9.2%, and tourism revenue grew by 18.1% (from €322 million to €381 million). This suggests that while Canada saw a slight drop in arrivals, Canadians are spending more and staying longer, contributing significantly to the growth of Greece’s tourism economy.
Similarly, U.S. tourism to Greece grew in both arrivals and revenue. U.S. arrivals increased by 10% (from 1.4 million to 1.5 million), and tourism receipts climbed by 15.3% (from €1.4 billion to €1.6 billion). Although overnight stays dipped slightly by 1.4%, the overall growth in visitor numbers and spending underscores the continued appeal of Greece for American travelers. The growth in U.S. tourism provides a positive outlook for the future of the country’s tourism market, especially considering the ongoing economic recovery in the U.S..
Emerging Trends: Growing Tourism from Eastern Europe
The year 2024 also saw notable shifts in tourist spending from Eastern Europe, with some countries showing impressive increases. Bulgarians saw the largest rise in per capita spending, up by 24%, though their overall expenditure remained low at €107. Similarly, Israelis showed a 20% increase in spending, reaching €676, and Romanians saw an 18% increase to €396. These increases reflect a growing interest in Greece among Eastern European tourists, who are spending more on local experiences and cultural tourism.
On the other hand, some Western European markets experienced declines in spending. Swiss tourists recorded a 25% drop, spending €730, while Serbs and French tourists saw reductions in spending by 23% and 19%, respectively. This suggests that while Eastern European markets are increasing their tourism spending, certain Western European markets may be facing economic constraints or changing travel preferences that impact their tourism behavior in Greece.
Tourism Strategy: The Need for Diversified Offerings and Targeted Campaigns
The mixed results in tourism spending across various markets highlight the need for Greece’s tourism industry to continue diversifying its offerings to meet the needs of a broad range of tourist segments. High-spending tourists from markets like the U.S. and Canada will continue to be a key pillar of tourism revenue, but Greece must also adapt to changing travel habits from other regions, particularly in Eastern Europe.
Greece’s tourism authorities are likely to focus on targeted marketing campaigns aimed at attracting tourists from high-growth markets while ensuring that luxury and sustainable tourism remain at the forefront of their offerings. By continuing to develop new tourism products and emphasizing local experiences, Greece can ensure that its tourism sector remains competitive and adaptable in the face of changing global travel dynamics.
Challenges and Opportunities for Greece’s Tourism Market
Greece’s tourism industry has experienced a strong expansion, especially from big-spending tourism sources such as the U.S. and Canada, but it is threatened by falling visitor numbers from Australia and a few European nations. The expansion of tourism earnings despite the dip in Australian arrivals is evidence that the country is capable of drawing visitors from an assortment of markets. Greece will need to evolve its tourism product in the future, concentrating on sustainability, local experiences, and diversified market segments in order to remain a leading European destination.
