Inbound tourists to Greece are spending more per day but staying fewer nights, according to new research published by the Institute of the Greek Tourism Confederation (INSETE). The data shows daily spending by visitors has risen significantly over the past decade even as the average length of holidays declines.
The studies analyse official figures from the Bank of Greece and show that the average expenditure per overnight stay increased to €89.1 in 2024, up 20.6% from €73.9 in 2015. However, the average duration of stay fell from 7.8 nights to 6.4 nights, the lowest level recorded since the Border Survey began in 2005.
Because travellers are staying fewer nights, the overall average expenditure per journey has slightly declined despite higher daily spending. In 2024, tourists spent an average of €572.8 per trip, down 1.2% from €579.6 in 2015.
Key findings from the INSETE studies include:
- Average expenditure per overnight stay increased 20.6%, from €73.9 in 2015 to €89.1 in 2024.
- The average duration of stay fell by 1.4 nights, from 7.8 to 6.4 nights.
- Average expenditure per journey declined slightly from €579.6 to €572.8.
- Shorter holidays are now the main factor shaping total tourist spending per trip.
INSETE published two studies examining tourism spending patterns. One report analyses inbound tourist expenditure and trip duration in Greece between 2015 and 2024, while a second compares tourism spending trends between Greece and Spain between 2018 and 2024.
The research identifies several reasons why holidays are becoming shorter.
Factors influencing the shift toward shorter trips:
- The growing popularity of city breaks, which typically involve fewer nights.
- Changes in the market mix, including a higher share of visitors from Balkan and Eastern European countries.
- Inflation and pressure on household budgets affecting the duration of holidays.
Researchers note that travellers are generally not cancelling trips but adjusting the length of their holidays in response to rising costs and financial pressure.
Regional tourism patterns are also evolving. Attica, the region that includes Athens, increased its share of visits from 16% to 22% between 2019 and 2024. During the same period, the average expenditure per visit in the region increased by €103.
The studies also highlight growing differences between Greece and Spain, one of the Mediterranean’s leading tourism destinations and a key competitor.
Why Spain currently outperforms Greece in tourist spending:
- Longer average holiday stays.
- Higher daily tourist spending.
- A stronger presence in long haul tourism markets.
Long haul travellers typically spend more per visit, strengthening Spain’s overall tourism revenue per visitor. Greece’s higher share of regional visitors, who tend to take shorter trips, continues to influence the country’s average tourism spending levels.
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