Published on
December 23, 2025
Greece’s tourism industry is experiencing an extraordinary surge in 2025, welcoming over 31 million visitors and achieving record-breaking revenues. This impressive growth is a result of rising global demand, fueled by the country’s exceptional cultural offerings, stunning islands, and improved travel infrastructure. As Greece positions itself as a leading Mediterranean destination, it is not only thriving on volume but also seeing an increase in tourist spending, allowing it to challenge the dominance of traditional giants like Spain and Türkiye in the region.
Greece is set to record one of the most successful tourism years in its modern history in 2025, with international arrivals surpassing 31 million by September, alongside a significant rise in tourism revenues. While the country’s tourism performance is remarkable, competition from other Mediterranean destinations such as Spain and Türkiye is intensifying. As Europe’s tourism recovery accelerates, how does Greece stack up against these key players?
From January to September 2025, Greece welcomed over 31 million international visitors, marking a 4% increase from the same period in 2024. The growth trend continued as tourism revenues surged to approximately €20.1 billion, a 9% rise year-on-year. The strong uptick in revenue highlights that tourists are spending more during their stays, a trend driven by factors like longer visits, higher spending per tourist, and the growing demand for premium travel experiences.
Non-EU markets, in particular, have seen impressive growth. While arrivals from EU countries remained largely steady, visitors from countries outside the EU contributed substantially to the revenue increase. Among these, the United States stands out as Greece’s most significant long-haul market. This growth is supported by expanded direct flight routes and the rising interest in cultural tourism, island destinations, and immersive experiences, which Greece continues to offer in abundance.
The rise in tourism revenue outpacing the growth in visitor numbers suggests a shift in the types of travelers arriving in Greece, with wealthier tourists opting for longer stays and more luxurious accommodations. This development is especially noticeable in popular tourist destinations like Santorini, Mykonos, and Athens, where demand for upscale services and experiences continues to rise.
However, despite Greece’s impressive results, Spain remains the undisputed leader in European tourism. The country recorded more than 85 million international tourists by the end of October 2025, a number that far exceeds other destinations on the continent. Spain’s international tourism revenue surpassed €118 billion in 2025, underpinned by its extensive resort capacity, well-established air connectivity, and year-round tourism infrastructure. While Spain continues to dominate in volume, it faces increasing challenges related to overtourism, housing shortages, and growing local resistance in popular tourist areas. These issues are becoming increasingly relevant in Greece’s own hotspots, such as Mykonos and Santorini, where overcrowding and the strain on local resources have led to growing concerns.
Meanwhile, Türkiye is emerging as a strong contender, benefiting from both price competitiveness and large-scale resort developments. Between January and September 2025, Türkiye recorded nearly 50 million visitors, with tourism income exceeding $50 billion. The country’s strategic advantage lies in its ability to attract tourists with affordable travel options, expansive resort developments, and efficient air connectivity, particularly through Turkish Airlines. However, it is important to note that Türkiye’s official tourism statistics include Turkish citizens living abroad, which complicates direct comparisons with Greece and Spain.
In general, Europe’s tourism recovery is progressing unevenly. Southern European countries, particularly those around the Mediterranean, continue to see strong demand, especially from tourists seeking sunny destinations, cultural experiences, and beach resorts. On the other hand, countries in Central and Northern Europe are facing slower recovery, constrained by rising operating costs, labor shortages, and a weaker demand for long-haul travel.
Greece, in particular, stands out by combining moderate growth with increasing yields. The country’s tourism model strikes a balance between Spain’s mass-tourism approach and Türkiye’s high-volume, budget-friendly strategy. This positions Greece uniquely within the competitive landscape, focusing on enhancing the quality of experiences offered to travelers while sustaining growth.
Looking ahead, sustainability will be the key challenge for Greece’s tourism sector. As the country continues to set records for visitor arrivals and revenues, the question is no longer whether tourism will grow, but whether the growth can be managed in a sustainable manner. Issues such as infrastructure capacity, workforce availability, water resources, and community acceptance are now at the forefront of the tourism agenda.
Greece’s ability to manage its resources effectively, while balancing the number of visitors with the quality of their experiences, will determine whether 2025 marks just a record year or a transformative shift in the country’s tourism model. The strategic decisions made in the coming years could set the tone for the future, ensuring that Greece remains a top-tier destination while safeguarding its cultural heritage and natural beauty for generations to come.
While Greece’s 2025 tourism year looks set to be a landmark achievement, its success will depend on the ability to manage this growth in a way that benefits both visitors and locals. If Greece can achieve this delicate balance, it could set a new standard for sustainable tourism in the Mediterranean and beyond.
