Published on
November 22, 2025
Germany and UK Lead Greece’s Tourism Surge, Aegean Airlines Sees Record Growth as Visitors Spend More on Shorter, Experience-Focused Holidays! Greece is witnessing a dynamic shift in its tourism industry, with visitors from the UK and Germany fueling a remarkable surge in travel to the country. While the classic allure of its sun-kissed beaches still draws many, a growing number of tourists are now seeking immersive, experience-driven vacations. They are opting for shorter stays but are willing to spend more on unique cultural, culinary, and adventure-filled experiences. This evolving trend is not only boosting the country’s tourism revenue but is also benefiting key players in the industry, particularly Aegean Airlines, which is seeing record growth in passenger numbers. With more flights, increased demand for premium services, and a focus on off-season travel, Greece is rapidly becoming a year-round destination that caters to a diverse and evolving travel market.
Germany and UK Lead Greece’s Tourism Surge, Aegean Airlines Sees Record Growth as Visitors Spend More on Shorter, Experience-Focused Holidays!
Greece is experiencing an exciting transformation in its tourism landscape. As the country sees record numbers of visitors from Germany and the UK, travelers are spending more per trip, even though their stays are shorter. This shift in behavior is reshaping the dynamics of Greece’s tourism industry. Airlines like Aegean Airlines and low-cost carriers such as Jet2 are benefiting from these changes, while the hospitality industry is responding with an increasing focus on high-quality, experience-driven offerings.
The Rise of Experience-Focused Tourism in Greece
While Greece has long been known for its idyllic beaches and vibrant island life, there is a new trend emerging: visitors are seeking more than just sun and sea. This shift towards experience-focused tourism is evident in the growing popularity of cultural, culinary, and adventure activities. Travelers are opting for unique, enriching experiences such as exploring ancient ruins, tasting the local cuisine, and hiking scenic mountain trails, rather than spending their entire vacation on the beach.
The numbers reflect this transformation. According to the latest data, Greece welcomed approximately 25 million international visitors by the end of August 2025, with a strong forecast to match or exceed last year’s figures. More importantly, tourists are spending more per trip. For example, spending on accommodation, dining, and excursions has risen significantly. This surge in spending is particularly notable in the areas that cater to experiential tourism, such as the Peloponnese, Thessaloniki, and parts of Central Greece.
Germany and UK Fuel Greece’s Tourism Surge
Germany and the UK continue to be Greece’s top visitor markets, fueling the country’s tourism boom. In 2024, German visitors accounted for nearly 5.7 million arrivals, while the UK sent approximately 4.7 million tourists to Greece. Both markets have shown a marked increase in spending, driven by the demand for higher-quality, experience-based vacations.
The rise in travel from these two countries is largely attributed to the increased availability of flights, better connections, and an expanding variety of vacation experiences. Aegean Airlines, Greece’s largest carrier, has benefitted greatly from this trend. The airline saw a 6% increase in passengers in 2024, and with more international routes planned for 2025, it is set to further capitalize on the growing demand for travel to Greece.
The British and German markets are not just interested in the traditional Greek holiday; they are exploring the rich cultural heritage, gastronomy, and natural beauty that the country has to offer. This shift has been supported by airlines such as Aegean and Jet2, both of which have expanded their flight offerings to cater to this new type of traveler.
Aegean Airlines and the Tourism Boom
Aegean Airlines, in particular, has been a key player in Greece’s tourism resurgence. In 2024, the airline posted record turnover, with passenger numbers increasing by 6%. The airline’s strategy of expanding its network to new destinations, coupled with the increasing number of tourists visiting Greece for shorter but more meaningful vacations, has positioned Aegean as a key facilitator of Greece’s tourism growth.
The airline’s partnerships with international carriers, such as Emirates, have also played a crucial role in expanding Greece’s global connectivity. These partnerships have allowed travelers from markets further afield, such as the Middle East and the United States, to access Greece more easily. As a result, the demand for flights to Greece has risen steadily, and Aegean Airlines is set to expand its routes even further in 2025.
For tourists, Aegean Airlines offers a wide range of convenient flight options. Whether traveling from the UK, Germany, or other European destinations, the airline provides direct flights to popular Greek destinations such as Athens, Thessaloniki, Crete, and Rhodes. For those traveling during the shoulder seasons, Aegean’s off-season flight options are ideal for exploring Greece when the crowds are smaller, and the experience is more intimate.
Greece’s Expanding Hospitality Industry
As the demand for experiential travel grows, Greece’s hospitality industry is evolving to meet the needs of a new generation of tourists. Major hotel chains, boutique hotels, and local accommodation providers are adapting their offerings to cater to visitors seeking luxury, culture, and adventure.
In 2025, Greece’s hotel revenue saw a significant rise of 7.7% in the first nine months of the year. This growth is being driven by the increasing number of visitors who are willing to spend more for premium services and experiences. Visitors are not just looking for a place to stay; they are seeking accommodations that offer unique cultural experiences, such as wine-tasting events, cooking classes, and guided tours of archaeological sites.
Hotels in Greece are responding to this demand by offering bespoke packages that allow guests to fully immerse themselves in the local culture. For instance, in Athens, travelers can stay in luxury hotels that offer private tours of the Acropolis or indulge in gourmet dining experiences showcasing the best of Greek cuisine. In the islands, boutique hotels are focusing on sustainability, offering eco-friendly accommodations paired with activities like hiking, sailing, and bird-watching, all designed to offer a more meaningful connection to Greece’s natural beauty.
Air Travel: Expanding Routes and Flight Options
The surge in demand for flights to Greece has prompted airlines to expand their routes. Major European carriers, including Aegean Airlines, British Airways, and Lufthansa, are increasing their flight offerings to Greece in 2025. New direct routes to cities like Thessaloniki, Crete, and Rhodes are opening up, making it easier for tourists to explore beyond the traditional hotspots of Athens and Santorini.
For UK travelers, Jet2 is another airline benefiting from the increasing interest in Greece. Jet2 has expanded its services to Samos, with new flights scheduled from multiple UK airports, making this lesser-known Greek island more accessible. This is part of a broader trend where budget airlines are increasing their presence in Greece, catering to the growing demand for affordable, short-term travel.
Flight details are also improving. Aegean Airlines now offers direct flights from major UK cities like London, Manchester, and Edinburgh, while Lufthansa provides multiple weekly flights from Germany to Athens, Thessaloniki, and other popular destinations. For those traveling to Greece in the off-season, flights are still plentiful, allowing tourists to explore the country year-round.
Travel Tips for Visiting Greece in 2025Book Early for Best Prices: Greece’s tourism industry is thriving, and flights and accommodations can fill up quickly, especially during the peak summer months. If you plan to visit during the shoulder seasons or off-peak months, booking in advance can help you secure better deals and avoid last-minute price hikes.Explore Beyond the Islands: While the Greek islands are famous for their beauty, mainland Greece offers a wealth of cultural and historical experiences. Consider visiting Thessaloniki, Greece’s second-largest city, known for its vibrant food scene and ancient sites, or the Peloponnese region, which offers a mix of culture, adventure, and beautiful landscapes.Sustainability Matters: Greece is increasingly focusing on sustainable tourism. Many hotels and resorts now offer eco-friendly accommodations, and there is a growing emphasis on responsible travel. Consider staying at hotels that prioritize sustainability and participate in local conservation efforts.Take Advantage of Off-Peak Travel: While Greece is a popular destination year-round, traveling in the off-peak months, such as spring or autumn, offers a more relaxed experience with fewer crowds. Plus, you can take advantage of discounted rates for both flights and accommodations.Embrace the Local Culture: From cooking classes to wine-tasting tours, there is no shortage of ways to experience Greek culture. Make sure to try the local cuisine, visit the historical sites, and take part in the local festivals and events that happen throughout the year.Travel Insurance: Given the current geopolitical climate and the uncertainty that comes with it, it’s always a good idea to purchase comprehensive travel insurance. This will cover you in case of unexpected cancellations, delays, or emergencies during your trip.Seasonal Events to Look Out For: Greece is a hub for events such as the Athens and Epidaurus Festival, the Thessaloniki Film Festival, and various wine festivals throughout the country. Keep an eye on local event calendars to make your visit even more memorable.Wrapping Up
As Greece continues to redefine itself as a destination for experience-focused tourism, travelers from Germany, the UK, and beyond are flocking to the country in record numbers. Aegean Airlines and other carriers are facilitating this growth by expanding their routes and providing increased connectivity to both traditional and emerging destinations. The hospitality industry is also responding with tailored experiences designed to meet the needs of modern travelers seeking both luxury and authenticity.
Germany and the UK are driving a record surge in Greece’s tourism, with visitors spending more on shorter, experience-packed holidays. Aegean Airlines is soaring alongside this trend, capitalizing on the demand for premium travel experiences across the country.
Whether you’re drawn to the stunning Greek islands, the cultural riches of Thessaloniki, or the tranquil beauty of the Peloponnese, Greece offers something for everyone. With a focus on sustainability, high-quality services, and unforgettable experiences, 2025 is the perfect time to visit Greece and immerse yourself in the beauty and culture of this extraordinary country.
