Greece’s tourism sector is showing contrasting signals this summer, with a decline in international arrivals but a strong rise in revenues, according to data from the Bank of Greece.
For the second consecutive month, international arrivals fell while revenues increased significantly. In May 2025, travel receipts rose by 17.7% year-on-year, while arrivals dropped 2.7%. In June, receipts climbed 8.8% compared to June 2024, while arrivals slipped 1.7%.
Fewer Arrivals from the Balkans
The downturn is mainly attributed to a sharp decline in overland arrivals, which dropped 21.5% in May and 19.7% in June. Tourism experts link this trend to falling visitor numbers from Balkan countries, which traditionally generate lower per-capita spending. Analysts suggest that for some travelers, Greece may now be considered too expensive.
Revenues Driven by Western Europe, U.S.
By contrast, receipts from Greece’s largest source markets in Western Europe rose strongly.
- Eurozone visitors: up 13.5% to €1.41 billion in June 2025.
- Germany: up 18.6% to €594.6 million.
- France: up 19.9% to €192.0 million.
- Italy: up 25.7% to €180.0 million.
- United Kingdom: up 3.0% to €601.2 million.
- United States: up a remarkable 64.7% to €247.3 million.
Meanwhile, receipts from EU countries outside the eurozone fell 18.8% to €332.2 million, and receipts from Russia dropped to just €1.8 million.
Spending Per Visitor on the Rise
The Bank of Greece noted that June’s revenue increase — to €3.31 billion from €3.04 billion a year earlier — was driven mainly by a 10.2% rise in average spending per trip, despite the fall in total arrivals.
Outlook
Tourism experts caution that it is too early to conclude a structural shift toward higher-spending visitors, as part of the revenue growth reflects rising prices. They expect clearer trends after the peak summer months of July, August, and September, when Balkan visitors typically arrive in greater numbers.
