Published on
August 30, 2025
Greece’s tourism sector was supercharged in 2024, as visitors from the US, Canada, Australia, Germany, France, Italy, the Netherlands, Spain, and other emerging markets drove record-breaking arrivals and surging revenue. Total inbound travelers increased significantly compared to the previous year, while spending per visitor soared, reflecting the strong contribution of high-value markets. Experts attribute this growth to expanded flight connectivity, strategic marketing in top source markets, and Greece’s wide-ranging attractions—from sun-soaked beaches and historical landmarks to rich cultural and culinary experiences. The combined impact of North American and European travelers, alongside other emerging markets, propelled the tourism sector to unprecedented heights, confirming Greece’s position as a global hotspot for international travelers.
Greece’s tourism sector continued its upward trajectory in 2024, generating 20.6 billion euros in revenues, a 4 percent increase from 19.7 billion euros in 2023. The growth reflects the country’s enduring appeal as a top travel destination, with international visitors from the United States, Canada, and Australia among the highest spenders.
A comprehensive market analysis of inbound tourism revealed broadly positive trends across all key indicators last year. Total arrivals surged 10 percent, reaching 36 million visitors, while overnight stays saw a more modest increase of 1 percent, signaling sustained engagement from international travelers.
Top-Spending Visitor Markets
Canadian tourists emerged as the leading spenders in Greece in 2024. On average, each Canadian visitor spent 1,260 euros per trip, more than double the national average of 573 euros and 120 percent higher than the overall tourist spending average. Australians ranked second, spending 1,068 euros per trip, although this figure represented a 33 percent drop from the previous year. US travelers followed closely, with an average expenditure of 1,024 euros per trip.
Analysis of daily spending shows that US travelers topped the list with an average nightly expenditure of 107 euros, followed by Canadians at 96 euros, while Australians spent the least at 92 euros per night. Compared to the previous year, Canadian spending surged by 23 percent, whereas US visitor spending grew by a more modest 5 percent. Other key markets, including Germany, France, Italy, and the Netherlands, also contributed significantly, maintaining robust per capita spending levels.
Strongest Performing Markets
Certain markets experienced exceptional growth in 2024, signaling shifting dynamics in Greece’s inbound tourism. Israel recorded the highest revenue increase, surging 55 percent over the year. Arrivals from Israel climbed 30 percent, and overnight stays rose 54 percent, underscoring the growing importance of this market.
Spain followed with a 48 percent revenue boost, driven by a 27 percent increase in arrivals and an 11 percent rise in overnight stays. Turkey also recorded robust performance, with revenues up 47 percent, arrivals increasing 38 percent, and overnight stays climbing 40 percent.
European markets including Denmark and Belgium also posted solid gains. Denmark saw arrivals jump 57 percent, overnight stays increase 46 percent, and revenues grow 29 percent. Belgium recorded arrivals up 37 percent, overnight stays up 29 percent, and revenues up 21 percent, highlighting a strong resurgence in regional tourism.
Markets With Mixed or Declining Results
Not all source markets showed uniform growth. Australian tourism, despite high per capita spending, experienced significant declines across key metrics. Arrivals dropped 37.8 percent to 180,000 visitors, overnight stays fell 40.5 percent to 2.1 million nights, and revenues declined 58.3 percent to 192 million euros.
Canada showed a mixed performance in 2024, as arrivals dipped slightly by 3.6 percent to 302,000, yet overnight stays increased 9.2 percent, reaching 4 million nights. Tourism revenue from Canadian visitors surged 18.1 percent to 381 million euros, underscoring strong per-visitor spending despite the small decline in arrivals.
In contrast, several other markets experienced sharper downturns. Russia faced steep declines across all indicators, with arrivals dropping 55 percent, overnight stays falling 69 percent, and revenues down 52 percent. More moderate decreases were recorded in the Netherlands, Serbia, and the United Kingdom, reflecting uneven trends across European source markets.
Outlook for Greece’s Tourism Sector
The performance in 2024 demonstrates that Greece continues to attract high-spending visitors from key international markets, while emerging markets such as Israel, Spain, and Turkey show promising growth potential. Strong contributions from North American and European travelers are helping to sustain revenue growth, even as some traditional markets face declines.
As Greece looks toward the coming years, targeted strategies to attract high-value tourists, diversify source markets, and enhance visitor experiences are likely to remain central to maintaining the sector’s momentum. With strong spending trends from Canadians, Americans, and other high-value travelers, the country is well-positioned to capitalize on its rich cultural heritage, iconic landscapes, and world-renowned hospitality to drive future growth.
