Visitors to Greece are increasingly exploring beyond its beaches, with a 4% increase in average spend per trip this year despite a drop in average duration of stay.
Greek National Tourism Organisation secretary general Andreas Fiorentinos said consumers had “become more reserved” in their behaviour in the face of current geopolitical issues.
But he said they were willing to pay more for services and experiences in return for slightly shorter holidays.
“Visitors are increasingly doing other things other than lying down on beaches,” he said.
“They are being extra-enriched with other activities, whether that be cultural, culinary or adventure. This is what we have been shooting for.”
He added: “We know 48% of people who come to Greece come for sun and sea, but we have amazing activities as well, and they encourage guests to spend more money.”
Speaking at World Travel Market in London, Fiorentinos noted: “Up to the end of August this year, we welcomed 25 million visitors to Greece, and, based on last year, we should be expecting another 10 million between September and December.
“Total revenue will be about the same for the year at €22 billion – and bookings are looking promising for 2026 and the year after already.”
Fiorentinos said Greece’s performance had been helped by airlines expanding their flying programmes to the country.
“They are flying to more destinations and for longer. Jet2 is flying from two destinations to Samos for example, and to Thassos from 2027 (via Cavala),” he said.
But he noted the UK market was still largely concentrated in six areas – Crete, the Dodecanese, Athens, the northern Aegean, Central Greece and the Ionian Islands.
Fiorentinos said the Hays Travel Conference, which took place last week in the Peloponnese, was a great opportunity to showcase a new region, and said Brits were also largely absent from Thessaloniki, which presented another opportunity for the city break market.
“It’s great for Mount Olympus, the Royal Tombs of the Macedonians, it has 15 Unesco monuments, a new metro system and an incredible food and wine scene – in fact next year, it will be on the gastronomy map of Greece – it’s great for a long weekend,” he insisted.
Fiorentinos added that the GNTO was pulling together an event map of Greece so tour operators and agents know to sell certain weekends and weeks of the year, and which specialist groups to potentially target.
“We have events around movies, marathons, music and wine-tasting – it’s a great opportunity to get people to come.” he said.
