Home » TOURISM NEWS » Spain, Italy, And Portugal Show Strain In Their 2025 Tourism Season Due To Reduced Visitor Spending, While Greece Breaks Away From The Trend With Strong Revenue Gains And Higher Per Capita Tourist Expenditure
Published on
August 21, 2025
Spain, Italy, and Portugal are grappling with weaker tourism spending in 2025, but Greece has broken away from the regional trend. According to the Bank of Greece, travel revenues in the first half of the year rose by eleven percent, reaching approximately seven point six six billion euros, despite international arrivals increasing by less than one percent. This sharp rise of about seven hundred sixty million euros highlights how Greece is benefiting from higher-spending visitors, positioning itself as a standout performer among Mediterranean destinations.
Tourist Spending in Greece Defies Expectations with Strong Growth in Early 2025
Despite early fears from industry experts that travelers would cut back on spending this year, Greece’s tourism economy has surprised on the upside. Official data released by the Bank of Greece indicates that travel receipts surged by 11% during the first half of 2025, even though international visitor arrivals remained nearly flat, rising only 0.6% compared to the same period last year.
This divergence between modest visitor growth and robust revenue highlights a notable shift in tourist behavior and spending patterns, underscoring the resilience of Greece’s travel industry at a time of economic uncertainties across Europe.
Revenue Growth Outpaces Visitor Numbers
From January to June 2025, Greece recorded approximately €7.66 billion in travel receipts, up from €6.9 billion in the first half of 2024. This marks an impressive €760 million increase in just six months. The figures suggest that while the number of visitors may not have risen dramatically, those who did travel to Greece were willing to spend more, contributing significantly to the country’s tourism-driven economy.
June proved particularly illustrative of this trend. Monthly travel receipts rose by €268 million—or 8.8% year-on-year—reaching €3.3 billion. Interestingly, this increase occurred even as the number of non-resident traveler arrivals declined by 1.7% during the month, reinforcing the notion that fewer visitors did not necessarily translate into lower revenues.
Why Are Visitors Spending More?
Several factors could explain this spending surge. One possibility is the shift toward higher-quality tourism, with more travelers seeking premium accommodation, exclusive experiences, and curated cultural activities. Luxury travel segments, including boutique hotels, fine dining, and private tours, have shown steady growth in Greece, particularly among visitors from Western Europe and North America.
Additionally, inflationary pressures and rising service costs may have contributed to the increase in spending per traveler. Higher prices for accommodation, dining, and transportation could have elevated overall receipts, even with a smaller rise in tourist arrivals.
At the same time, Greece’s successful positioning as a year-round destination may also be encouraging visitors to extend their stays. Long-stay travelers typically spend more on lodging, local services, and cultural activities than short-term tourists.
Industry Concerns vs. Official Data
The data challenges a widely shared sentiment among tourism professionals, who had been anticipating reduced visitor spending in 2025 due to global economic headwinds and a slowdown in European consumer confidence. Hoteliers and operators had reported signs of tighter budgets among travelers, particularly from markets traditionally sensitive to price fluctuations.
However, the Bank of Greece’s figures paint a more optimistic picture. While concerns may not have been unfounded—especially in the mass-market segment—the broader industry appears to be buoyed by a steady inflow of higher-spending visitors who compensate for any decline in budget-conscious travelers.
Seasonal and Regional Insights
Although the nationwide figures are strong, the performance may vary across regions. Destinations such as Santorini, Mykonos, and Crete, which are magnets for international luxury tourism, likely played a pivotal role in boosting receipts. These areas continue to attract affluent travelers who contribute disproportionately to overall revenue.
Meanwhile, mainland destinations and secondary islands, which rely more heavily on mid-market and domestic tourism, may still be experiencing pressure from reduced discretionary spending. This uneven distribution could explain why many industry professionals remain cautious despite the encouraging national totals.
Implications for Greece’s Tourism Strategy
The first-half results reinforce the importance of diversification and value-driven tourism in Greece’s long-term strategy. By moving away from sheer volume-driven growth and focusing instead on quality and sustainability, the country can continue to strengthen its tourism economy without overwhelming its infrastructure.
Officials and tourism stakeholders have increasingly emphasized this shift, encouraging investments in sustainable tourism, off-season promotion, and development of lesser-known destinations. The latest data may serve as validation of this approach, proving that greater financial returns are possible even without dramatic surges in visitor arrivals.
Global Context and Competitive Edge
Greece’s performance also stands out in the broader European context. Across many Mediterranean destinations, the 2025 season has been marked by uncertainty. Countries such as Spain, Italy, and Portugal have reported concerns over softer visitor spending amid rising inflation and geopolitical tensions.
That Greece has managed to grow travel receipts in this environment suggests it has a competitive edge, benefiting from both its diverse offerings and strong global brand as a safe, culturally rich, and desirable destination. Moreover, favorable exchange rates for certain long-haul markets may have further enhanced Greece’s appeal.
Looking Ahead to the Second Half of 2025
While the first six months provide a solid foundation, the summer and autumn months will be decisive for the overall performance of 2025. Traditionally, July through September generate the highest levels of tourist arrivals and spending, and early signs point to continued resilience in demand for Greek destinations.
Industry observers will be watching closely to see whether the upward momentum in receipts continues, especially given potential risks such as fluctuating energy prices, global economic instability, and extreme weather events that can disrupt travel patterns.
If the current trajectory holds, Greece could be on track to exceed tourism revenues of 2024 by a significant margin, reinforcing the sector’s role as a cornerstone of the national economy.
The latest figures from the Bank of Greece present a compelling narrative: while the flow of tourists into the country has only marginally increased, their financial contribution has grown sharply. This outcome not only defies earlier concerns of reduced spending but also signals a positive transformation in the nature of Greek tourism.
Spain, Italy, and Portugal struggle with softer visitor spending, but Greece records a remarkable seven hundred sixty million euro boost in receipts from January to June 2025, proving stronger than its Mediterranean peers.
As the sector adapts to evolving traveler preferences, with more emphasis on quality experiences and sustainability, Greece appears well positioned to capitalize on these shifts. If the strong performance of the first half of 2025 is any indication, the country’s tourism industry may be heading toward another record-setting year.
