The Bank of Greece reported an 8.9% rise in tourism receipts during the first ten months of the year.
Credit : Alexandros Michailidis, Shutterstock
Greece has long been one of Europe’s tourism heavyweights, but new figures suggest the country’s latest success story is not simply about attracting more visitors. It is also about how much those visitors are spending once they arrive.
According to data published by the Bank of Greece, travel receipts rose by 8.9 per cent in the first ten months of the year. At first glance, that may sound like a straightforward result of rising tourist numbers. In reality, the picture is a little more nuanced – and more encouraging for the Greek economy.
Tourism growth driven by spending, not just arrivals
Between January and October, Greece welcomed 35.26 million foreign visitors, up from 33.79 million during the same period last year. That represents a 4.4 per cent increase in arrivals, a solid rise for a country that already attracts vast numbers of tourists each year.
But the Bank of Greece points out that visitor growth alone does not explain the jump in revenue. A key factor has been a rise in average spending per trip, which increased by 3.9 per cent year on year.
On average, visitors spent €602.20 per trip, helping to push total travel receipts up by €1.83 billion, to €22.38 billion in just ten months. In simple terms, Greece is not only hosting more tourists – those tourists are spending more money while they are there.
For a country where tourism is a cornerstone of the economy, that combination is particularly significant.
Germany, Italy and the UK keep Greece busy
A closer look at where visitors are coming from shows that Greece’s traditional markets remain firmly in place.
Arrivals from Germany, Greece’s largest source market, rose by 8.3 per cent, confirming the country’s continued appeal to German travellers. Italy followed closely with an 8.2 per cent increase, while arrivals from the UK grew by 6.6 per cent.
The United States also recorded growth, with arrivals up by 2 per cent, suggesting that long-haul travel to Greece remains resilient despite higher costs and wider economic uncertainty.
France was the one notable exception. Arrivals from France fell by 2 per cent compared with last year, bucking the broader trend. While the figures do not explain the drop, it comes at a time of intense competition between Mediterranean destinations and changing travel habits among European tourists.
Overall, however, the strong performance of Germany, Italy and the UK – three of Greece’s most reliable markets – has helped underpin both visitor numbers and spending.
Signs of a shift towards higher-value tourism
For years, Greek tourism officials have spoken about the need to move away from a purely volume-driven model and focus instead on higher-value tourism. These latest figures suggest that shift may finally be taking shape.
An increase in spending per trip often points to travellers opting for better accommodation, eating out more, or investing in experiences beyond the traditional beach holiday. Across the country, destinations have expanded their offer, with more emphasis on gastronomy, culture, city breaks and shoulder-season travel.
While peak summer months still dominate, higher average spending also hints at a more diverse mix of visitors, including those travelling outside the busiest periods.
That said, the rise in numbers is not without its challenges. Popular destinations continue to grapple with pressure on infrastructure, housing and local services, particularly during the high season. As tourism grows, balancing economic gains with sustainability remains a delicate task.
For now, though, the message from the Bank of Greece is clear. Greece’s tourism engine is not just running on volume – it is increasingly powered by stronger spending per visitor. In a year marked by uncertainty elsewhere in Europe, that combination has given the country’s tourism sector a welcome boost.
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