Published on
January 22, 2026
Greece Joins Italy, Malta, France, Lithuania, Poland, and Other Revenue-Boosting Countries in Accelerating Tourism and Revenue Boom Across Europe in 2025 as the region experiences an unprecedented surge in both visitor numbers and tourism revenue. This growth is largely driven by the strategic efforts of countries like Greece, which have expanded their tourism seasons and diversified offerings, capturing the attention of international travelers. With nations across Europe adopting innovative approaches to tourism, from sustainability initiatives to improved connectivity, the continent is poised to continue its remarkable recovery and growth, solidifying its position as a global tourism leader.
In 2025, Greece has firmly placed itself among the tourism powerhouses of Europe, joining the ranks of Italy, Malta, France, Lithuania, Poland, and several other nations that have experienced a remarkable resurgence in tourism revenue. The pandemic’s aftermath has prompted a new wave of international travel, driving both increased visitor numbers and revenue, particularly in Southern Europe. Greece, in particular, has enjoyed a significant rise in both tourist arrivals and spending, demonstrating its resilience and strategic positioning within the European tourism sector.
Greece’s Impressive Growth in 2025
According to data released by the Bank of Greece (BoG), tourism-related revenues reached a staggering €23 billion during the January-November 2025 period. This represents a notable increase from the previous year, driven by a combination of rising international arrivals and higher per-capita spending. November 2025, alone, saw a 28% year-on-year increase in tourism revenue, amounting to €726 million, marking a new benchmark for late-season tourism in the country.
This surge is reflective of the broader strategy implemented by the Greek Tourism Ministry, which has focused on extending the tourism season. By offering year-round experiences and promoting Greece’s off-peak destinations, the country has seen solid growth even beyond the traditional summer months. The data reveals that non-resident arrivals in the 11-month period to November rose by 4.6%, while tourism receipts climbed by 8.9%, reflecting a solid improvement in both the quantity and quality of visitors.
While tourism revenue across the country rose dramatically, Athens, Santorini, and Crete continue to be the main drivers of this growth. However, the sharp rise in November arrivals, up by 9.7%, reveals the effectiveness of the strategies to diversify the tourism calendar.
Italy: The Longstanding Leader in European Tourism
Italy has always been a dominant force in global tourism, and 2025 was no exception. The country experienced a significant uptick in visitor numbers, with Rome, Venice, and Florence leading the charge. The nation welcomed over 90 million international tourists, marking a 7% increase over the previous year. While cities like Rome remain top-tier destinations, lesser-known gems like Sicily and the Amalfi Coast also saw a surge in visitors, helping to offset some of the tourism pressure on Italy’s most famous spots.
Italy’s success can be attributed to a combination of factors, including improved infrastructure, enhanced air connectivity, and an unwavering appeal to tourists seeking art, culture, and history. Additionally, the country’s food tourism continues to thrive, with tourists flocking to experience authentic Italian cuisine in the heart of Tuscany and beyond.
Malta: Europe’s Rising Star in 2025 Tourism
Malta has emerged as one of Europe’s fastest-growing destinations in 2025. The country posted double-digit growth in both visitor arrivals and revenue, making it one of the top performers in Southern Europe. In 2025, the island nation welcomed over 2.5 million visitors, driven by its growing appeal as a luxury travel destination. Its unbeatable Mediterranean climate, rich history, and pristine beaches have proven irresistible to tourists, especially those seeking year-round sun.
The expansion of Malta’s tourism infrastructure, along with enhanced air routes connecting the island with major European hubs, has also played a significant role in this growth. As a result, Malta has quickly become a preferred destination for visitors from Germany, the UK, and Italy, capitalizing on its strategic location in the Mediterranean.
France: The Undisputed Tourism Leader in 2025
France, the world’s most visited country, maintained its position as the top destination for international tourists in 2025. With over 90 million visitors, the country experienced a 9% increase in arrivals. Paris, the City of Light, continues to be a perennial favorite, but other regions like Provence, the French Riviera, and Normandy saw remarkable growth in 2025.
France’s tourism revenue also rose by 9%, driven by increased spending in major cities, cultural attractions, and gastronomy-focused tourism. The country’s continued appeal as a destination for luxury travel, wine tours, and cultural festivals helped to boost both the number of visitors and the amount spent per trip.
Lithuania: Emerging as a Baltic Tourism Hub
Lithuania, a relatively quiet tourism player in Europe, has seen rapid growth, especially in Vilnius, which has gained attention for its charming medieval architecture and vibrant arts scene. Lithuania’s tourism sector posted one of the highest growth rates in Europe, with visitor numbers rising by 9% in 2025. The country’s eco-tourism offerings and rich cultural experiences are attracting both first-time travelers and repeat visitors seeking authentic, off-the-beaten-path destinations.
The rise of Lithuania as a tourism destination is also tied to its growing position as a hub for digital nomads and remote workers. The country’s affordable living costs and high-quality infrastructure have made it an attractive location for those seeking to blend work and leisure.
Poland: The Hidden Gem of Central Europe
Poland continues to surprise the tourism industry with its steady growth. In 2025, the country saw a 7% rise in tourism arrivals and a 5% increase in tourism revenues. Warsaw and Kraków remain major attractions, drawing visitors with their mix of history, culture, and nightlife. However, Gdansk, Wrocław, and Zakopane have emerged as newer hotspots, offering more affordable options and local charm.
Poland’s growth can be attributed to its continued efforts to improve tourism infrastructure, digitize its visitor services, and strengthen cultural tourism offerings, such as Wieliczka Salt Mine and Auschwitz-Birkenau Memorial and Museum.
Europe’s Unstoppable Tourism Boom in 2025
In 2025, Europe continued to lead the way in global tourism, attracting visitors from all corners of the world. Southern Europe, including Spain, Greece, Italy, Portugal, and France, experienced solid growth, driven by sun-seeking tourists and the region’s strategic positioning. Meanwhile, Central and Eastern Europe, including Poland, Lithuania, and Hungary, demonstrated strong rebounds, with increased arrivals in cultural and historical tourism sectors.
The European Union’s commitment to sustainable tourism and open skies policies has also helped boost regional travel. With low-cost carriers expanding services, travelers can now enjoy more affordable and accessible travel to the continent, allowing for greater mobility between countries.
Key Takeaways for European Tourism in 2025Revenue and Arrivals: Most countries saw an increase in both tourism revenue and arrivals, though some countries like Spain and France have remained at the forefront of this growth.Late-Season Tourism: Thanks to strategic marketing, Greece and other Mediterranean nations saw higher than expected revenue in late-season months, helping to extend the season beyond the traditional summer peak.Diverse Tourism: Cultural, eco-tourism, and luxury experiences were the key drivers for countries like Malta, Poland, and Lithuania, while beach holidays and gastronomy tourism contributed to growth in Southern Europe.Sustainability and Innovation: The focus on sustainable tourism in countries like Greece and Poland shows the importance of balancing growth with environmental responsibility. Initiatives in eco-tourism and smart cities are expected to play a more significant role in shaping future tourism.What Lies Ahead for Europe’s Tourism Industry?
Europe’s tourism sector in 2025 demonstrates resilience and adaptability. As the continent continues to recover and grow, tourism diversification and sustainability will be key to long-term success. Countries that invest in sustainable tourism infrastructure, embrace digitization, and diversify their offerings will likely see continued growth in the coming years. Greece, alongside its European neighbors, will be pivotal in shaping the future of tourism across the continent.
The tourism industry in Europe has shown remarkable resilience and growth in 2025, with countries like Greece, Italy, Malta, Poland, Lithuania, and France leading the charge. These nations have not only welcomed a higher number of visitors but have also seen substantial increases in tourism revenue, reflecting the successful implementation of innovative strategies and a rebound in global travel demand.
Greece, in particular, has emerged as a standout performer, benefiting from its extended tourism season and diverse offerings. As a result, the country has joined other European tourism giants in making significant contributions to the region’s economic recovery.
The overall success of Europe’s tourism sector in 2025 underscores the importance of sustainability, digitalization, and strategic diversification in driving long-term growth. Moving forward, countries that continue to innovate, diversify their tourism experiences, and prioritize sustainable practices will be best positioned to maintain their momentum and attract tourists from all over the world.
Greece joins Italy, Malta, France, Lithuania, Poland, and other revenue-boosting countries in accelerating tourism and revenue boom across Europe in 2025 due to strategic efforts in extending the tourism season and enhancing visitor experiences, contributing to a significant rise in both arrivals and spending. This growth reflects Europe’s strong recovery and appeal as a top travel destination.
Europe’s tourism boom in 2025 is a testament to the region’s enduring appeal and the adaptability of its tourism industry. As the year draws to a close, these trends are poised to shape the future of travel in Europe for years to come, ensuring that the continent remains a top destination for travelers worldwide.
