Published on
October 22, 2025
According to the Bank of Greece, the first 8 months of 2025 indicate a strong growth in Greece’s tourism sector, with a rise in the number of tourist arrivals and tourist spending. Even though there was a decline in the total number of EU visitors, the rise in non-EU visitors seems to have provided a significant lift to the country’s tourism industry and non-EU visitors have proven to be an important growth source.
Between the months of January and August in 2025, the total increase in travel expenditures was significant, with 10.5 per cent of the spending in August 2025 being a part of the total, and the year-to-date in spending constituting 12 per cent. Greece’s travel sector’s improvement illustrates an 8.1 per cent year-on-year growth in outbound travel for August 2025, with a total of 4.1 per cent growth for the January to August 2025 span.
Non-EU Tourist Arrivals Drive Greece’s Growth
The rise in travellers from trips from Asia, America, and the Middle East has compensated for the decline of EU tourists, especially the USA, which has become one of Greece’s biggest source markets for travellers.
The historic sites, the coastline, and famous landmarks like the Acropolis in Athens, the Santorini volcanic islands, and the islands of Crete colonised by Venetians all attract tourists. They want a relaxed time in the Mediterranean and rich historical experiences. Therefore, Greece is becoming an increasingly preferred destination for tourists.
Increased Spending and Economic Impact of Tourism
The tourism sector has arguably grown due to growing spending per visitor. While arrivals from EU countries has stagnated, visitors from non-EU countries have helped boost tourism earnings. This implies that tourists from non-EU countries are spending more and are more numerous than previously thought.
Spending on high-end accommodation, exquisite meals, and expensive guided tours, and non-stop air flights from non-EU countries to Greece has also surged for Athens and the Greek islands are among the most sought-after destinations. The corresponding growth in tourism earnings has allowed the Greek economy to flourish by boosting the earnings of the hospitality, retail, and transportation industries.
Foreign-targeted promotional efforts by the Greek government along with the Greek Ministry of Tourism have sought to accelerate the growth of Greek tourism by focusing on emerging and rapidly growing countries. Apart from North America, there has been a sharp increase in visitors from the Middle East and Asia such as China and India. Greece trying to exploit this free space by marketing its history and breathtaking nature.
In response, the Greece government has organized and executed several marketing initiatives and obtained agreements with several airlines and travel operators to increase scheduled flights to Greece from several non-EU countries. Improving new airports and public transportation has been integrated Greece to enhance accessibility and foster tourism growth.
Strategic foresight for tourism growth.
Sustained growth for the tourism sector and the overall image of Greece is of utmost importance and a guarantee for the government. Greece, overtourism, and the ecology will dominate the policies of the Ministry of Tourism with a pledge to sustain tourism.
More non-EU tourists and the majority of non-EU tourists will continue to sustain Greece’s standing as a prime Mediterranean destination in the next few years. The focus on varied sustainable tourism markets and premium service will be important to Greece tourism strategy in the next few years.
Conclusion: Upcoming Developments of the Greek Tourism Sector
Regardless of changes circulating around visitor numbers from the European Union, Greece’s tourism sector has grown impressively because of the majority non-EU visitors. They forecast the sector’s prosperity to continue due to the 8.1% inbound travel increase and 10.5% rise in tourism expenditures during August 2025. Greece will continue to be one of the top tourist attractions around the world for a long time to come due to the steady growth in source markets, promotion of sustainable tourism, and planned diversification for the future.
