“Magic Picture” shows the record of arrivals in Greek tourism according to a research. Despite the impressive increase in tourist arrivals in recent years, tourism revenue does not follow the same upward trend. Visitors stay less and spend less, raising questions about the viability of the Greek tourist model.

As evidenced by Eurobank’s study results with title “Tourism Pillar: Basic Characteristics, Effect on Economics, Challenges, Opportunities and Policy Proposals” Recently released, in recent years Greek tourism model has changed toward “More and more tourists who are getting less and less in the country and are leaving less and less money.” To a certain extent this is due to changes in external demand patterns. However, to the extent to which the enlargement of demand translates into degradation of the environment and the level of services provided, the sustainability of this demand in the long -term period is not a given.

According to the same study, the key to trying to turn to a more sustainable tourist model is the pursuit of increasing the economic contribution of the industry, not through increasing the number of arrivals, but by increasing the expenditure per visitor. This in turn requires the assumption that the viability of the tourist “product”, in each destination, is linked to the preservation of the cultural heritage and tradition of each place, the protection of the environment and the maintenance of the beauty of the natural landscapes. These factors guarantee the authenticity of experience. These are difficult to compare to a model of a mass tourism of low expenditure. Therefore, the criterion by which the strategic plan for the creation of – public and private – infrastructure for the development of the tourist “product” must be built must be aimed at sustainability, as well as to consolidate symbiotic and cooperative rather than competitive relations with other economic activities. In addition, tourism services must take into account and adapt to the international trends that are shaped to the social, economic, geopolitical and technological field, but also to the new data created by climate change, so as to continually improve the experience of each traveler.

The study shows that in the 5th year 2020-2024, that is, the period involving the pandemic disorder, postpandedemic recovery and energy crisis (accompanied by geopolitical tensions), travel receipts in Greece, after their sharp shrinkage at EUR 4.3 billion at € 2.3 billion (€ 20%) or € 20%. They rapidly recovered at € 21.6 billion or 9.1% of GDP in 2024. However, they did not exceed pre -pandemic levels as a percentage of GDP, while in real terms, that is, at constant prices, their absolute size was less than 1.6% compared to 2019 (+18.8%).

At the same time, the rise in travel receipts in Greece from 2011 to 2024 (5.8% on average per year) came mainly from the arrivals component. In detail, the average annual arrivals change rate was 7.1%, leading the inbound travel traffic to 40.7 million travelers in 2024 (including cruise arrivals), from 15 million in 2010. On the other hand, the average expenditure of travelers decreased to € 530.6 in 2010. Middle lasting travelers in Greece at 5.9 nights in 2024, from 9.3 in 2010. From 2011 to 2024, average annual inflation in restaurants and hotels was 1.9%. Consequently, the actual average annual rate of change in average expenditure per night was 0% in the period 2011-2024 (-3.2% for average expenditure) and the 3.9% travel receipts.

Greek tourism performance in the five months

In the first five months of the year, international air arrivals rose, according to the Statistical Bulletin of the Institute of the Hellenic Tourism Business Association. Specifically, in the period January-May 2025, 6.3 million international air arrivals were recorded, increasing by +351 mm/+ 5.9% compared to the corresponding period of 2024. In May, 3 million international arrivals were recorded, increasing by +153 mm. Trade in the individual geographical modules in January-May 2025. In particular, most international air arrivals were recorded in Crete, with 1.0 million passengers, increased by +54 mm/+ 5.6% compared to the corresponding period of 2024. Milli/+ 3.3%) and the Ionian Islands, with 547 thousand passengers, increasing +27 mm/+ 5.2%. In the Peloponnese, arrivals amounted to 38 thousand passengers (+5 mm/+ 16%). On the contrary, the Cyclades were the only geographical unit with a decrease, as 133 thousand arrivals were recorded by -24 mm/- 15.3% compared to 2024.

Correspondingly, travel receipts in January – April 2025 recorded a 10.6% rise compared to the corresponding period of 2024 and stood at EUR 2,157 million. This development is mainly due to the increase in receipts by residents of other countries by +26%, which stood at EUR 1,040 million, as revenue from EU -27 residents decreased by -1.8% and stood at EUR 1,026 million. More specifically, receipts from residents of the euro area countries stood at € 862 million, down -5.7%, while revenue from residents of EU -27 countries outside the euro zone increased by +25.4% to EUR 164 million. Proceeds from Germany increased by +0.8% and stood at € 297 million, while receipts from France decreased by -25.0% and stood at € 110 million. Italy was also reduced by -6.6%, which stood at € 110 million. The other countries rose +23.4% to the United Kingdom receipts, which stood at € 168 million and the US revenue increased by +36.8% and stood at EUR 325 million.

It is noteworthy that Greece is steadily high in Europeans’ preferences for travel, having increased its rates this year in two of its three main markets. In particular, our country is coming Tuesday, having climbed two seats in the preferences of the Germans and the French and fifth in the United Kingdom. These three countries complement the top 3 of the largest European inbound tourism markets for Greece, which is also in third place for the Italians and a little lower, in sixth place for the Spaniards. The data comes from the first part for European markets (Germany, France, the United Kingdom, Spain, Italy) of his study (INSE) for “the profile of important markets of Greek tourism”.

Greece’s rise by two places in the preferences of the Germans and the French, and in one place in the Spaniards, is also due to the decline in Germans’ preferences for travel to Austria and France, as well as the Spaniards for travel to Germany. In relation to preference rates, Greece increased them by 1.8 percentage points (AM) in France, almost stable in Germany, and had a decrease of 1.5am. in the UK and 0.5 am in Spain.

Changes in travel behavior

Regarding the intention of traveling over the next 12 months more than 7 in 10 Germans, Britons, Spaniards and Italians intend to vacation abroad. The French market has a lesser desire (about 6 out of 10) but, among those traveling, much higher (25.4%) will make 5 or more trips than other markets that ranges between 3.9%and 6.3%.

Based on IMSO’s study, it appears that in all five markets under study, about 1 in 2 intends to spend as long as last year, and secondly, travelers who intend to spend more than last year are more than those who intend to spend less. Regarding the amount they are willing to spend on a person per person (including taxes), the dominant answers are EUR 86-115 and EUR 116-145 for Germany (25% and 16.4% respectively). In France the dominant answers are 56-85 euros and EUR 86-115 (24.8% and 22.9% respectively). In the United Kingdom the dominant answers are £ 76-100 or 88-116 euros (17.1%) and 101-125 pounds or 117-145 euros (16.7%). In Spain, the dominant answers are 66-85 euros (21.5%) and 86-105 euros (18.4%), while in Italy 46-65 euros (20.5%) and 66-85 euros (20.3%). Compared to last year, the German market is decreasing the rate of less than 55 euros and 56-85 euros, or more than 280 euros. The French market has a slight increase in those who spend from 56 euros to 145 euros and from 226 euros and above and a decrease in other categories. The British market is a decrease in costs of less than £ 100 or 116 euros and a rise to the rest and, finally, the Spanish market has a reduction in categories is 46-65 euros and 216-260 euros and increased or stability in the rest.

Planning abroad seems to start early with the Germans and the British planning their travels more early on than the French and especially in relation to the Spaniards and the Italians. Compared to the previous year, there is a tendency for more early booking planning, both for accommodation and for transportation and activities.

Beach holidays are still the most preferred form, followed by a city break vacation, nature trips, sightseeing, relatives and friends and walking or hiking trips. The main motivation for vacation is enjoyment and relaxation, while the dominant form of accommodation is still the hotel/motel. Compared to last year, there is a decrease in the hotel/motel preference in the German and French markets, while an increase in the United Kingdom and Spain is recorded.

The plane remains the most popular medium, with most preferring flights up to 3 hours, while there is a strong preference for car travel and the train. Regarding the company with which one prefers to travel, it distinguishes by far the trip with the partner and traveling with the family. On the other hand, there is a remarkable increase in travelers from Germany traveling alone and, although the rates are still very low, a remarkable increase in all the markets of those traveling with their pet.