Published on
January 10, 2026
Greece is not only a major player but also a strong contender in the European tourism market for 2025, especially with its notable contribution to the sports tourism sector. An analysis done by Mabrian together with Data Appeal, has revealed that sports events are the primary reason for the large increase in the amount of money tourists are spending, thus turning Greece into one of the leaders of Europe’s event-based tourism growth.
Greece: A Powerhouse in Sports Tourism for Europe
According to the data, sports events in Greece are contributing around 57 percent of all event-related tourism spending, a figure that aligns the country with nations like Ireland and Sweden, known for their strong sports tourism sectors. This marks Greece as a key player in the rising prominence of sports as a driver of tourism.
As the global demand for live experiences grows, it’s clear that sporting events, particularly in the realm of MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, are boosting Greece’s tourism figures for 2025. In addition to being a hotbed for ancient history and culture, Greece’s investment in sports events is quickly establishing it as a go-to destination for sports tourism in Europe.
Mirko Lalli, CEO and founder of Data Appeal, noted that Greece is seeing consistent growth in its sports tourism sector. This reflects a wider European trend where sports events, alongside expositions such as fairs and trade shows, are driving a growing share of event-related tourism spending.
The Sports Events That Are Taking Centre Stage
In Greece, a variety of sports events are set to take the spotlight throughout 2025. From international athletic championships to local football matches, the country is preparing to host a range of events that are expected to attract both amateur and professional sports enthusiasts from around the globe.
One of the key events driving this tourism surge is the Athens Marathon, a prestigious event that draws thousands of participants and spectators each year. Other major sporting events, such as basketball tournaments, tennis championships, and football competitions are also gaining traction as top tourist attractions in Greece.
Additionally, Greece is positioning itself as a key player in water sports, thanks to its long coastline and world-class facilities for activities such as sailing, windsurfing, and scuba diving. The country’s coastal areas are becoming increasingly popular for water sports events, which are expected to boost Greece’s sports tourism sector further.
Sports Tourism as a Catalyst for Economic Growth
The economic impact of sports tourism on local communities in Greece is substantial. According to Carlos Cendra, Chief Marketing and Communications Officer at Mabrian, the true value of these events lies in the wealth they create for local economies. Sports tourism is helping to redistribute visitor spending across the country, revitalising regions that may not traditionally attract high volumes of tourists.
This surge in event-driven tourism spending, which saw a 7 percent increase across Europe in 2025, is driven in large part by a greater interest in attending live sports events. Local communities benefit from this boost as they see increased demand for accommodation, dining, and transport services. Additionally, Greece’s tourism strategy for 2025 is focused on diversifying its offerings by promoting both sports events and cultural tourism, creating a robust package for visitors year-round.
Greek Sports Events Reflect European Trends
Across Europe, sports events are becoming a dominant force in the tourism sector, with countries like Belgium, Spain, and Sweden also seeing strong performances in this area. However, Greece stands out due to its continued growth and investments in sports tourism infrastructure, particularly in comparison to countries that have traditionally relied on cultural festivals and concerts.
The MICE tourism market is benefiting greatly from this shift. In fact, sports events are now considered integral to MICE tourism, with countries like the Netherlands, Austria, and Switzerland combining sports with concerts and exhibitions to create an attractive tourism offering. In this context, Greece’s ability to integrate sports into its tourism portfolio puts it on a fast track to becoming a sports tourism leader in Europe.
The Role of Greece’s Tourism Strategy
Greece’s National Tourism Organisation (GNTO) is actively promoting sports tourism by investing in the infrastructure required to host world-class events. This includes improving sports venues, expanding transportation options, and offering tailored travel packages that cater specifically to sports enthusiasts. By targeting athletes, coaches, and sports fans, Greece is not only attracting international competitors but also encouraging spectators and their families to explore the country’s other tourism offerings.
In 2025, Greece will continue to implement its strategy to capture a larger share of the sports tourism market. The country’s ability to offer an unforgettable combination of spectator sports, stunning landscapes, and rich culture makes it an appealing destination for sports-related tourism.
Future Prospects for Greece’s Sports Tourism Sector
Looking forward, Greece’s sports tourism sector is expected to continue growing. By hosting more international sports events, expanding into new sports markets, and improving the overall tourist experience, Greece is well on track to solidify its position as a top destination for sports tourists.
In particular, sports events related to football, basketball, athletics, and swimming will continue to be a focal point for the country’s tourism efforts. Greece is also likely to explore new sports events that align with global trends, such as esports, rugby, and cycling, further enhancing its appeal to international tourists.
A New Era for Greek Tourism
As sports events take on a greater role in Greece’s tourism offerings, the nation is set to see a significant increase in international arrivals in 2025. With key events already lined up and strategic investments in sports tourism infrastructure, Greece’s tourism sector is poised for a successful year. The country’s ability to blend sports, culture, and natural beauty into a cohesive tourism experience will continue to drive its growth on the European stage.
Greece through the advancement of its sports tourism market is not only diversifying its tourism products but also participating in the overall increase of Europe’s event-driven tourism industry. With sports tourism considered the primary part of its tourist strategy, Greece is getting ready to be one of the major global sports tourism market players.
