Thursday, June 12, 2025
In 2024, Turkey emerged as a vital market for Greece’s tourism industry, with the number of visitors from the neighboring country soaring by an impressive 114%. This surge is largely attributed to the introduction of Greece’s seven-day visa-on-arrival scheme, which has significantly boosted accessibility for Turkish travelers to the Greek islands.
According to a recent study by Visa Greece, the data gathered through October 2024 reveals that this simplified visa process has become a key factor in drawing more Turkish tourists, positioning Turkey as a major and growing source of visitors for Greece.
Impact of Visa Scheme on Turkish Visitors
The seven-day visa-on-arrival program for Turkish nationals has proven to be a game-changer, facilitating easier access for visitors from Turkey and encouraging more frequent travel to Greece. As a result, Turkey has now become one of Greece’s fastest-growing tourist markets, with a dramatic increase in the number of Turkish visitors choosing Greece for their vacations.
This initiative, which allows Turkish nationals to obtain a visa upon arrival, has streamlined the process, making travel to Greece more convenient and less time-consuming. The study’s findings highlight that this change has directly contributed to the sharp rise in arrivals from Turkey, cementing the country’s position as a critical player in Greece’s tourism recovery.
Greece’s Tourism Performance in 2024
In broader terms, Greece saw a 17% overall increase in total international arrivals in 2024. This indicates a steady recovery in the sector, with strong performances from various key markets. Visitors from the United States, the United Kingdom, France, Germany, and Cyprus rounded out the top five countries sending tourists to Greece, with Athens emerging as the leading destination for international travelers.
This influx of visitors has been crucial for the recovery and growth of the Greek tourism industry, which faced significant challenges during the COVID-19 pandemic. The combined effect of increased international arrivals and the specific focus on the Turkish market underscores the resilience of Greece’s tourism sector.
Spending Behavior and Trends
An important aspect of the Visa Greece study was its focus on the spending habits of tourists. The data showed that the majority of travelers preferred using cards for their payments, indicating a clear shift towards digital payments in the travel sector. Total tourist spending across Greece increased by 14% compared to the previous year.
The study also detailed where the spending was taking place. A significant portion of this expenditure—around 25%—was spent on nightlife, food, and beverage services. Supermarkets also saw a portion of this spend, with tourists allocating 8% of their budgets for grocery shopping. These trends highlight Greece’s strong appeal as a destination for leisure activities, culinary experiences, and vibrant nightlife.
Strategic Collaboration with the Greek Tourism Ministry
This research was conducted as part of Visa’s Memorandum of Cooperation with the Greek Tourism Ministry, a partnership that was established in 2022 to help Greece’s tourism sector recover after the pandemic. The collaboration aims to create a data-driven strategy that can further enhance Greece’s tourism offerings, attract high-end travelers, and extend the tourism season beyond the peak summer months.
Visa Greece’s Country Manager presented the study during a media briefing in Athens, emphasizing how the insights derived from this data would be used to develop targeted tourism strategies. This approach will help Greece remain competitive in the Mediterranean tourism market and improve its tourism infrastructure to meet the demands of a diverse global audience.
Data-Driven Tourism Strategy for Greece
With detailed insights into visitor spending patterns and top-performing destinations, Visa’s data provides valuable information that the Greek Tourism Ministry can use to fine-tune its strategic planning. By analyzing the behavior of international tourists, Greece is better positioned to tailor its offerings to meet the preferences of specific demographics, particularly high-spending travelers.
The data also allows for a comparison of Greece’s tourism performance with that of other Mediterranean countries, offering a clear view of where Greece stands in the competitive landscape. This benchmarking process will help shape future policies and marketing efforts aimed at bolstering Greece’s position as a leading travel destination.
Long-Term Impact of the Seven-Day Visa Scheme
The seven-day visa-on-arrival program for Turkish tourists is expected to have long-lasting benefits for both Greece and Turkey. By making it easier for Turkish nationals to visit Greece, the program encourages not only tourism but also fosters stronger cross-border connections between the two countries. This initiative reflects Greece’s commitment to improving travel experiences for its visitors, enhancing its reputation as an accessible and welcoming destination.
As Greece continues to capitalize on the success of this program, there are hopes that other countries in the region will adopt similar measures to facilitate travel and boost tourism growth.
This surge in Turkish arrivals, combined with the broader growth of Greece’s tourism industry, signals a promising future for the sector. By leveraging real-time data and fostering strategic partnerships, Greece is well-positioned to attract a diverse range of visitors and continue its momentum as one of the most sought-after destinations in Europe.
