US, UK, Norway, Switzerland, and Turkey Drive Greece’s Spectacular Tourism Boom with Over Four Million Excited Visitors from January to April Amid Soaring International Arrivals

Wednesday, June 25, 2025

Greece saw an extraordinary tourism surge during January-April, as it received more than four million foreign visitors, who came mainly on the strength of booming visitations from the US, UK, Norway, Switzerland, and Turkey. This extraordinary increase is an indication of the changing international travel patterns, with foreign visitors from the above key non-EU and European countries opting for Greece’s rich culture, pleasant climate, and beautiful coastal attractions during the pre-season. Increased flight links, positive foreign exchange rates, and demand for off-season visits were key factors behind the unusually high spike in inbound tourism and have made Greece a top destination for foreign visitors this year.

Greece has kicked off the tourism year with a powerful start, recording more than 4.1 million international tourist arrivals in the first four months. This 5.8 percent increase compared to the same period last year signals renewed global interest in one of Europe’s most iconic travel destinations. The gains were driven primarily by a sharp uptick in visitors from non-European Union countries, particularly the United States and the United Kingdom, alongside a continued resurgence in air travel.

However, the broader tourism landscape remains nuanced. While non-EU markets are surging, a closer look at European Union arrivals reveals diverging trends between eurozone and non-eurozone countries. These shifts are reshaping how Greece attracts and retains its global visitor base.

Over Four Million Visitors in First Four Months

According to the latest data from the Bank of Greece, international tourist arrivals to Greece reached approximately 4.13 million during the January to April period, up from 3.9 million during the same time last year. This growth reflects Greece’s increasing appeal as a year-round travel destination, with strong early-season demand from key source markets.

Air travel played a major role in this expansion. Arrivals by air rose by a notable 10.8 percent, signaling improved international connectivity and airline capacity. On the other hand, land border arrivals dipped by 3.9 percent, likely due to shifts in regional travel preferences or logistical adjustments in overland transport.

EU-27: A Vital Market with Evolving Patterns

The European Union comprises twenty-seven member countries, including Austria, Belgium, Bulgaria, Croatia, Cyprus, the Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, the Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, and Sweden. These nations collectively make up a core segment of the EU-27 bloc and play an essential role in supporting Greece’s tourism industry, serving as a significant source of international arrivals each year.

During the first four months of the year, Greece received around 2.04 million visitors from the EU-27 nations; however, the figures reveal a subtle transformation in regional travel behavior and preferences. Eurozone countries showed modest growth, with a rise of 3.2 percent, while non-eurozone members registered a substantial decline of 27.9 percent, underscoring the changing dynamics of regional tourism flows.

Among eurozone contributors, Germany led with 475,500 arrivals, reflecting a modest 3.6 percent increase. In contrast, France saw a decline of 22.6 percent with just 164,600 visitors, and Italy’s visitor numbers fell by 11 percent to 198,300. These figures suggest varying consumer behaviors and economic factors influencing travel decisions across Europe.

Non-EU Markets Drive Growth and Resilience

Non-EU countries such as Norway, Switzerland, the United Kingdom, and Turkey play an increasingly important role in shaping Greece’s inbound tourism landscape. During the January to April period, these nations contributed significantly to the surge in non-EU arrivals, which grew by nearly twenty percent. Notably, the United Kingdom saw a substantial rise in visitor numbers, increasing by over forty-one percent, while other non-EU markets like Norway and Switzerland also supported this upward trend.

These figures underscore Greece’s growing appeal beyond the European Union and highlight the strategic importance of diversifying tourism sources to maintain resilience and revenue growth. The United States was another standout performer, with arrivals increasing by 26.9 percent to reach 339,500 visitors. Meanwhile, arrivals from Russia grew slightly to 2,800, signaling minimal impact from Eastern European tourism under current conditions.

The Bank of Greece data suggests that travelers from non-EU countries are not only growing in volume but are also contributing more economically—spending more per trip and staying longer on average.

Air Travel Expands While Land Travel Contracts

Tourist entry methods reflect key logistical trends. The 10.8 percent rise in air travel to Greece highlights expanded international flight routes and greater airport accessibility, especially from long-haul markets like the US and UK. New and increased airline frequencies have supported this influx, particularly to Athens, Thessaloniki, Crete, and the Cyclades.

Meanwhile, the 3.9 percent drop in land border entries reflects shifting ground transport dynamics. Factors such as weather, fuel prices, regional conflicts, and seasonal adjustments may have influenced this moderate contraction, especially from neighboring Balkan countries.

Tourism Revenue Rises to €2.1 Billion

The increased volume of visitors translated into robust economic returns. Between January and April, Greece generated an estimated €2.1 billion in tourism income, reflecting a significant 10.6 percent increase over the same period in the previous year.

This increase was largely driven by the performance of non-EU markets, which generated €1 billion in travel receipts—an impressive 26 percent jump year-on-year. In contrast, receipts from EU-27 countries declined by 1.8 percent to €1.025 billion, in line with the dip in visitor numbers from non-eurozone EU nations.

This contrast reinforces the growing economic importance of attracting travelers from outside the EU, particularly from wealthier and more distant markets where average spend per visitor is significantly higher.

Strategic Implications for Greek Tourism Policy

The first quarter of the tourism year reveals a shift in Greece’s international visitor profile. The dominance of European Union travelers, particularly from northern and western Europe, is slowly giving way to a more globally diverse mix. The rise of the US, UK, and other non-EU markets signals a growing demand for Mediterranean experiences from long-haul and high-income travelers.

This evolving trend aligns with the Greek government’s long-term tourism strategy: to increase off-season travel, reduce reliance on short-haul European traffic, and attract higher-spending tourists who value heritage, gastronomy, and sustainability.

Moreover, by nurturing relationships with airline partners, travel agents, and tour operators in markets such as the United States, Canada, the UK, and the Middle East, Greece is laying the foundation for more resilient and diversified tourism inflows.

Regional Impact: Which Areas Benefit Most

The benefits of increased tourism are evident across several regions of Greece. Athens and Thessaloniki, as key air hubs, see strong arrival numbers, especially from long-haul markets. Popular islands like Santorini, Mykonos, and Crete attract a growing number of transatlantic and UK tourists thanks to direct flights and luxury travel options.

Peloponnese, the Cyclades, and northern mainland areas are also gaining momentum as cultural and natural destinations. Investments in boutique hotels, archaeological site accessibility, eco-tourism offerings, and digital infrastructure are enhancing regional competitiveness and spreading visitor impact more equitably.

Outlook for the Year Ahead

With four months of strong growth already recorded, Greece appears poised for a record-setting year in both arrivals and tourism revenue. The sharp increase in non-EU visitor numbers, especially from high-value markets, offers optimism even amid uncertainty in parts of the EU market.

Challenges do remain—such as inflationary pressures, airline capacity limits, and potential disruptions from geopolitical events. Greece’s flexible and well-diversified tourism strategy positions the country strongly to navigate potential challenges and sustain long-term growth.

Ongoing investment in tourism infrastructure, targeted promotion in emerging markets, and emphasis on sustainability and cultural heritage will likely continue to shape Greece’s competitive edge throughout the remainder of the year.

Greece’s tourism sector has shown remarkable strength and strategic adaptability in the first part of the year. With over four million visitors and a double-digit rise in tourism revenues, the country is capitalizing on surging demand from non-EU countries while adjusting to evolving patterns among EU-27 travelers.

Greece welcomed over four million visitors from January to April, driven by a surge in arrivals from the US, UK, Norway, Switzerland, and Turkey. This spectacular growth was fueled by strong early-season demand, improved air connectivity, and rising global interest in Greece’s year-round travel appeal.

By embracing new markets, improving accessibility, and enriching regional tourism offerings, Greece is reinforcing its position as one of Europe’s—and the world’s—most resilient and desirable destinations.