Greece Achieves Record Over Twenty-three Billion Euros in Tourism Revenue in 2025, Despite Santorini’s Struggles, with Growth in Regional Destinations and Accommodation

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Greece has set a new benchmark in the tourism sector with an impressive €23.6 billion in revenue in 2025, marking a significant 9.4% increase from the previous year. This surge in tourism revenue highlights Greece’s ongoing success as a leading European destination, drawing more than 42.97 million visitors—a 5.6% increase compared to 2024, according to the Bank of Greece. These numbers underscore the resilience of Greece’s tourism industry, despite facing challenges in certain regions, such as Santorini, which suffered a setback due to the 2025 earthquakes.

Tourism continues to be a major pillar of Greece’s economy, and these positive figures are a testament to the country’s global appeal. The increase in visitors and revenue illustrates not only the attractiveness of Greece’s iconic islands but also its ability to recover and thrive in the face of unexpected challenges.

The Rise of Regional Destinations and Accommodation Growth

While Greece’s most famous destinations like Athens, Santorini, and Mykonos remain at the forefront of the tourism industry, regions beyond the typical hotspots are gaining traction. Key areas such as Thessaloniki, Corfu, and Heraklion saw notable increases in tourism revenue, with Thessaloniki leading the charge with a 6.8% increase in accommodation turnover. These regions have capitalized on their unique offerings, including rich cultural experiences, local attractions, and a more relaxed atmosphere compared to the crowded central tourist areas.

Accommodation revenues across the country also saw steady growth. The accommodation sector alone generated €11.77 billion in 2025, a 3.3% increase from the previous year. This growth reflects the steady demand for Greece’s wide range of lodging options, from luxury resorts to more affordable, family-friendly accommodations. The rise in visitors seeking varied and personalized experiences further boosts the appeal of Greece’s diverse accommodation sector.

Challenges Faced by Santorini in 2025

While Greece as a whole enjoyed a remarkable growth trajectory, certain regions faced setbacks. Santorini, one of the country’s most iconic and heavily visited islands, was hit hard by the 2025 earthquakes. The island experienced a significant downturn, with accommodation and food service revenues dropping by over 15%. The earthquakes caused some uncertainty among tourists, resulting in fewer arrivals and a decline in spending, particularly in the food and beverage sector.

Despite these challenges, Santorini’s charm remains intact, and the island is on the road to recovery. The tourism sector expects gradual improvements, with recovery efforts underway for the coming year. However, the events of 2025 served as a reminder of how vulnerable even the most popular tourist destinations can be to natural disasters and unforeseen circumstances.

The Role of Dining and Food Services in Greek Tourism

While the accommodation sector flourished, Greece’s food service industry faced some difficulties in 2025. Food service turnover, including restaurants and catering, saw a 3.4% decrease, dropping to €10.73 billion from €11.12 billion in 2024. This decline was especially evident in high-tourist areas like Santorini, where the impacts of the earthquakes were felt most.

Nevertheless, food remains a vital part of the Greek tourism experience. The country is renowned for its Mediterranean cuisine, including fresh seafood, olives, and locally sourced ingredients. Destinations such as Mykonos, Crete, and Rhodes continue to attract visitors eager to enjoy Greece’s culinary delights, ensuring that the food service industry remains an integral part of the overall tourism economy. As Greece’s tourism industry recovers, food services are expected to bounce back, particularly in areas where the demand for authentic dining experiences remains high.

Changing Dynamics of Greek Tourism

The growth in international visitors to Greece in 2025 reflects a shift in global travel trends. Americans continue to be the largest group of international tourists, making up a substantial portion of Greece’s arrivals. The United Kingdom, Germany, and Italy also remain key source markets, while emerging markets like Poland and China are beginning to show promising growth.

A notable trend in recent years is the increasing interest in longer stays and more meaningful travel experiences. Visitors are seeking to immerse themselves in local culture and authentic Greek experiences rather than simply ticking off the typical tourist attractions. This trend is helping to expand the appeal of destinations outside Greece’s major islands, allowing lesser-known regions to capitalize on their unique offerings.

Looking to the Future: Sustainable Growth and Management

As Greece’s tourism sector continues to grow, the challenge now is to manage this expansion sustainably. Preserving the country’s natural beauty and cultural heritage while accommodating the increasing number of visitors will be crucial. The Greek government has already begun taking steps to support sustainable tourism practices, focusing on infrastructure development, eco-friendly initiatives, and promoting less-visited destinations.

In particular, the country is focusing on attracting high-value tourists—those who seek longer stays and are willing to spend more on accommodations, experiences, and dining. This shift toward quality tourism ensures that Greece can continue to meet the demands of travelers while safeguarding its resources and local communities.

Conclusion: A Bright Future for Greek Tourism

Greece’s tourism industry in 2025 reached new heights, setting records for revenue and arrivals. The combination of the continued popularity of established destinations like Santorini and Mykonos, along with the rise of emerging regional spots, has ensured that Greece remains one of Europe’s most sought-after destinations. With ongoing efforts to balance growth with sustainability, Greece’s tourism future looks promising, offering a diverse and enriching experience for visitors from around the globe.

As the country adapts to the evolving demands of modern travelers, the Greek tourism sector is well-positioned to maintain its place as a top destination, ready to welcome millions more in the years to come.