The Vicky Curlibin
As we have already entered the summer and this year's tourist season peaks, last elements of INSETE outline the markets that support Greek tourism most. Although Greece welcomes visitors from dozens of countries, three markets stand out for both the size of incoming traffic and their financial contribution: Germany, the United Kingdom and the United States. Germany remains the market for "volume", the United Kingdom the market for "development" and the US of high receipts.
According to the investigation "Who goes where? How long does he stay? How much does he spend?", in 2025 a total of 41.7 million visits were recorded in the country's 13 Regions, with nights reaching 233 million and revenues reaching 22.6 billion euros. At the same time, the six most important markets for Greek tourism – Germany, the United Kingdom, the USA, France, Italy and the Netherlands – brought more than half of total revenue.
Germany is still one of the most important visitor tanks for our country. Last year arrivals from the German market increased by 11%. However, the increase in traffic was not accompanied by a corresponding rise in consumption. On the contrary, expenditure per visit declined by 8.2%, while the Germans recorded the lowest cost per night among the top six markets, at 79 euros.
In the opposite, the United Kingdom emerged as the major protagonist of the season. Revenues from the British market increased by 18%, while British visitors recorded the highest average cost per trip, which reached 729 euros. Their strong presence on the islands of the South Aegean and the Ionian Sea did not change, but the strengthening of demand in areas such as the Peloponnese and Western Greece is of particular interest.
The American market is still very important. Visitors from the US averaged 121 euros per night, which is the highest among the country's main markets. Despite the slight decline in overnight stays, travel receipts increased by 10%.
It is noted that this is the 2nd largest market in expenditure per visit (715 euros). As noted in the study of INSETE, the large concentration in Attica and the South Aegean, with a zero or minimal American presence in the rest of the regions, is an opportunity for growth for the latter and, given the high spending per night, the distribution to more destinations would maximize their revenues.
