Home » TOURISM NEWS » Germany and UK Top the Chart of Being the Biggest Contributors of Greece Tourism Revenues in 2024: A Closer Look at the Numbers
Published on
August 29, 2025
Tourism remains a crucial contributor to Greece’s economy, with the latest figures showing that the country’s travel sector generated €20.6 billion in 2024. A new study by the Institute of the Greek Tourism Confederation (INSETE) highlights the importance of Germany and the UK, two of Greece’s most significant tourism markets, which together accounted for one-third of the total tourism revenue.
Germany and UK: Key Pillars of Greek Tourism Revenue
Tourism in Greece continues to depend on a few major source markets. According to INSETE’s analysis, Germany and the United Kingdom were the top two contributors to Greece’s tourism income, generating a combined €6.9 billion in 2024. This represents 33.3% of the total travel receipts. Visitors from these two countries play an indispensable role in Greece’s tourism industry, providing a steady flow of revenue.
- Germany: With 5.4 million German visitors in 2024, Germany remained Greece’s top market. Despite a 3.7% rise in revenues, Germany’s market share contributed to 18% of the overall tourism income.
- United Kingdom: Although UK arrivals decreased by 1% to 4.5 million, it continued to be a major source of tourism revenue. However, tourism receipts from the UK dropped by 4.1%, totaling €3.2 billion and accounting for 15.3% of the total income.
Decline in Per Capita Spending but Rise in Daily Expenses
The report reveals a slight drop in the average per capita spending by tourists. In 2024, this number stood at €572.8, down 5% from the previous year. However, tourists’ daily spending increased to €89.1, which is a 2.9% rise from 2023. The trend suggests that although visitors are spending more per day, they are staying for shorter durations.
- Fewer Overnight Stays: The average duration of stays in Greece decreased by 7.7%, from 7 nights in 2023 to 6.4 nights in 2024. This decline may be linked to the increasing popularity of shorter city breaks rather than extended vacations, as visitors adjust to higher daily costs.
Shifts in Tourist Spending Habits and Travel Preferences
The tourism data reflects some significant shifts in how tourists are spending their money. Higher daily expenses could be influencing visitors to opt for shorter trips. As a result, destinations like city breaks might be gaining traction over traditional beach vacations.
This shift in travel preferences could reflect broader global trends where tourists are prioritizing shorter but more frequent trips due to rising costs and time constraints.
Other Key Markets Contributing to Greece’s Tourism Revenue
In addition to Germany and the UK, several other countries also played a vital role in Greece’s tourism sector:
- United States: The U.S. market showed strong growth, with a 10% increase in arrivals, reaching 1.5 million visitors. Revenue from the U.S. market surged by 15.3%, totaling €1.6 billion, accounting for 7.7% of total receipts.
- France: Despite an 8.8% rise in French arrivals, tourism receipts dropped by 11.6%, amounting to €1.3 billion. This marks a decline in the financial contribution from French tourists.
- Italy: Italy’s performance was robust, with a 10% increase in visitors. The revenue generated from Italy rose by 13.6%, reaching €1.2 billion and capturing 6% of total tourism receipts.
The Reliance on Top Tourism Markets
The data also shows a heavy reliance on a small group of countries. A total of 10 countries provided 68% of Greece’s tourism income in 2024, underlining the concentrated nature of the industry. This dependency on a few markets can be both an opportunity and a vulnerability for Greece’s tourism sector.
- Dependence on Germany and UK: The dominance of Germany and the UK means that Greece’s tourism industry remains sensitive to economic changes, travel restrictions, or shifts in visitor behavior in these key markets.
Looking Ahead: Greece’s Tourism Future
The tourism industry in Greece faces both challenges and opportunities. While the country remains a prime destination for travelers, maintaining a diverse base of visitors will be crucial. Expanding into new markets and promoting new experiences could help reduce the sector’s reliance on a limited number of countries.
- Focus on New Markets: Targeting emerging markets, such as those in Asia and Eastern Europe, could help Greece tap into a broader pool of tourists and reduce market vulnerability.
- Sustainability and Tourism: Emphasizing sustainable tourism practices will also be important to preserve Greece’s natural beauty and cultural heritage, ensuring the longevity of the tourism sector.
Final Takeaway
Germany and the United Kingdom continue to be the driving forces behind Greece’s tourism revenue, contributing a significant portion of the country’s €20.6 billion income in 2024. With changing spending patterns and an increasing preference for shorter stays, Greece must continue adapting to meet the evolving demands of travelers. By diversifying its tourism markets and focusing on sustainable growth, Greece can strengthen its position as a top global travel destination.
