A stronger picture than its main Mediterranean competitors shows Greece so far in 2026, at least in terms of incoming travel. Spain continues to break record but at a clearly lower growth rate, Portugal moves with small increases, Croatia remains close to last year's levels, while Turkey is on negative ground.
The latest official evidence available outlines a multi-speed tourist Mediterranean. Greece has the highest percentage increase among the main competitive destinations, but this does not mean that the whole difference comes from air tourism.
In the first half of 2026 the incoming travel traffic in Greece reached 13,49 million travelers, from 11,69 million in the corresponding period of 2025, recording an increase of 15.4%, according to the Bank of Greece. Travel receipts increased simultaneously by 14.8%. Only in June arrivals were increased by 6.9%, although the average cost per trip decreased by 6.2%.
The impressive increase in Greek arrivals has, however, a significant speciality. Airport traffic increased by 7.3%, while via road border stations it ejected by 49.3%. Therefore, the overall performance of +15.4% is decisively reinforced by road tourism by neighbouring Balkan markets. Even +7.3% of air arrivals, however, remain a particularly positive performance.
The Europeans are giving significant impetus to the Greek market. Travellers from EU countries increased by 19.3% over the six months. Germany's arrivals were boosted by 10.4%, Italy by 17.9% and the United Kingdom by 10.4%. On the contrary, France marginally retreated by 0.4%, while a greater fall, by 5.4%, was recorded by the US.
Spain continues to record, but at lower speed
The largest tourist power in the Mediterranean is still moving upwards. Spain welcomed 46.57 million international tourists in the first half, an increase of 4.6% over 2025. They are about two million more visitors within a year and a new extremely high level.
However, monthly data show that the rate is not stable. After the impressive 9.5% rise in May, June closed with 9.75 million tourists and an increase of just 2.9%. This is not a fall in the market, but a clear slowdown in growth.
Of particular interest are the same markets from which Greece derives much of its customers. During the semester British visitors to Spain increased by 4.3%, Italians by 8.7% and Americans by 9.5%. On the contrary, the Germans decreased by 1.1%. The latest development is of particular importance, as in the same period Greece is recording a 10.4% increase from Germany.
Turkey: Negative Seven Month Despite July Stabilization · Global Voices
Clearly, the image in Turkey is more difficult. The figures of the Ministry of Culture and Tourism show that foreign visitors reached 27.86 million in the seven months of January-July, reduced by 2.29% compared to the same period of 2025. In July the country welcomed some 7.1 million foreign visitors, with the fall being however limited to 0.27%, suggesting some stabilization after the biggest losses in previous months.
Russia, Germany and Britain remain Turkey's three main markets. In the seven month they recorded 3.67 million Russians, 3.41 million Germans and 2.12 million British visitors. Turkey's image has also been affected by geopolitical instability in the wider region, while TurkStat's first half figures show that the total number of visitors decreased by 2.7%. Despite the decline in traffic, tourist revenues over the semester were limited by only 0.1%, as average expenditure per visitor increased.
Portugal: Mild increase in traffic, +3.6% tourism revenues in the seven months
At a low but positive pace, Portugal's tourist market continues to move. According to Tourism Outlook – July 2026, published on 31 August by Turismo de Portugal with figures from the Instituto Nacional de Estatística, Banco de Portugal and Portuguese airports, in July the country's tourist accommodation received 3.4 million visitors, an increase of 1% compared to the same month of 2025.
The nights moved slightly better, reaching 9.6 million, with an annual rise of 2.1%. Among the most important markets of origin, the largest increase in overnight nights was Canada with 6.6%, Germany with 5.3% and the Netherlands with 3.9%. At regional level, the highest performances scored Alentejo, with an increase of 7.5% nights, and northern Portugal, with 6.3%.
In the seven months of January–July 2026, Portugal welcomed a total of 18.5 million visitors, (+1.8%) who made 46.5 million nights. The United Kingdom remains by far the most important foreign market, representing 18.1% of nights, followed by Germany with an 11.4% share and the US with 9.8%.
The image of tourist receipts is also restrained accordingly. Banco de Portugal's preliminary estimate for July shows an increase in travel and tourism revenues by 1.5%, to 3.65 billion euros, following the 2.7% increase recorded in June.
Over the seven-month period, tourist revenues reached 16.52 billion euros, compared with 15.95 billion euros in the corresponding period of 2025, increasing 3.6%.
Croatia: a stationary market with a better picture in July
Croatia is not yet showing a picture of strong growth. According to the official eVistor system, 12,4 million arrivals and 59.1 million nights were recorded in the seven-month period, increased by just 1% on an annual basis. In July the situation improved, with arrivals increasing by 2.5%, to 4.7 million, and overnight nights by 1%, to 29.6 million ECU.
The more detailed data from the Croatian statistical service shows that in the first half foreign tourists in commercial accommodation fell by 1.2%, to 5.78 million, while their nights declined by 0.6%. June was particularly weak, as foreign arrivals decreased by 8.9% and foreign nights by 7.5%.
The decline in the German market, which is Croatia's most important feeder, was typical. German overnight stays declined in June by 28.1%. On the contrary, small increases were observed from Italy, Slovenia, Poland, the Czech Republic and the United Kingdom.
Greece currently moves faster
Η συνολική εικόνα των επίσημων στοιχείων δεν παραπέμπει σε μια ενιαία μεσογειακή τουριστική έκρηξη. Η Ισπανία αυξάνει τις διεθνείς αφίξεις κατά 4,6%, παραμένοντας βεβαίως σε πολύ υψηλότερα απόλυτα μεγέθη. Η Τουρκία υποχωρεί κατά 2,3% στους ξένους επισκέπτες στο επτάμηνο. Η Κροατία κινείται περίπου στο +1%, ενώ οι ξένες αφίξεις στα εμπορικά καταλύματα ήταν αρνητικές στο εξάμηνο. Η Πορτογαλία εμφανίζει ήπια ανάπτυξη, με τον Ιούνιο ουσιαστικά κοντά στα περυσινά επίπεδα.
Μέσα σε αυτό το περιβάλλον, η Ελλάδα ξεχωρίζει με +15,4% στη συνολική εισερχόμενη ταξιδιωτική κίνηση και +7,3% στις αφίξεις μέσω αεροδρομίων.
Source: OT
