Home » TOURISM NEWS » US, France, And Italy Help Drive Greece’s Impressive Twenty Billion Six Hundred Million Euro Tourism Growth In 2024, With Germany And The UK Remaining At The Forefront Of Visitor Spending
Published on
August 30, 2025
In 2024, the United States, France, and Italy were crucial to Greece’s remarkable tourism earnings, which totaled twenty billion six hundred million euros. While Germany and the United Kingdom remained the top contributors, these markets underscored Greece’s broad appeal as a travel destination. However, changing travel habits, such as shorter stays and the preference for alternative destinations, alongside economic factors like rising airfares and currency fluctuations, have influenced tourist spending, signaling both challenges and opportunities for Greece’s tourism industry.
Tourism in Greece has long been a vital contributor to the country’s economy, and in 2024, it continued to be heavily reliant on a select few key markets. Germany and the United Kingdom were the top contributors to Greece’s tourism sector, collectively making up more than 33% of the country’s total €20.59 billion in tourism revenue.This data, revealed by the Institute of the Greek Tourism Confederation (INSETE), underscores the continued importance of a concentrated group of visitors for the country’s tourism sector.
The findings are part of INSETE’s comprehensive study, “X-ray of Inbound Tourism 2023–2024 – Market Profiles,” which analyzed 25 international markets representing more than 90% of total arrivals, overnight stays, and revenues in Greece. According to the study, the ten most important source countries contributed a significant 68% of the total tourism income, illustrating the country’s dependence on a limited number of markets. While this level of concentration offers a certain degree of stability, it also exposes Greece to risks in the event of changes in these markets’ travel patterns or economic shifts.
Dependence on Key Markets
Germany and the United Kingdom have historically been among the largest contributors to Greece’s tourism revenue, and their position remained largely unchanged in 2024. In fact, Germany continued to be the single most valuable tourism market for Greece, providing a substantial 18% of total tourism income. Germany’s travel demand saw a remarkable 13.4% rise in 2024, leading to 5.4 million German visitors arriving in Greece. This translated into a 3.7% increase in revenue, bringing in €3.7 billion. The German market’s strength is a testament to the longstanding cultural and economic ties between the two nations, as well as Germany’s strong economic recovery, which has fueled increased travel demand.
In second place, the United Kingdom, despite experiencing a slight drop in arrivals of 1%, remained a crucial source of tourism revenue. The United Kingdom, with 4.5 million visitors, brought in €3.2 billion in revenue, accounting for 15.3% of Greece’s overall tourism income. This marks a small decline of 4.1% compared to the previous year. Nevertheless, the UK’s position as a top source of income underlines the importance of British holidaymakers to Greece, despite economic challenges and fluctuations in exchange rates.
The study also highlighted the growing significance of other non-European markets, particularly the United States. The U.S. secured third place in terms of tourism revenue, with a 10% increase in arrivals. In 2024, Greece experienced a 10% increase in American tourists, welcoming 1.5 million visitors from the U.S. This surge contributed to a 15.3% growth in tourism revenue from the U.S., which totaled €1.6 billion, making up 7.7% of the nation’s overall tourism income.The United States’ rising contribution is indicative of a broader trend, as American travelers seek international experiences, with Greece proving to be a highly attractive destination due to its rich history, culture, and Mediterranean climate.
Tourist Spending Behavior
Although the total number of visitors remained high, the way in which tourists spent their money exhibited signs of change. In 2024, the average per capita spend by tourists decreased by 5%, reaching €572.8, compared to €603.2 in 2023. This decline may reflect broader trends such as increasing travel costs, inflation, and changing consumer behavior in the wake of global economic pressures.
Despite this decline in per capita spending, daily spending by tourists saw an uptick of 2.9%, reaching €89.1 per day in 2024. This suggests that while tourists may be tightening their overall budgets, they are still opting to spend more during their time in Greece, particularly on experiences such as sightseeing, entertainment, and dining.
The decrease in per capita spending was accompanied by a noticeable reduction in the average length of stay. In 2024, the average stay dropped by 7.7%, from 7 nights in 2023 to 6.4 nights. This shorter duration may reflect the growing trend of quick getaways and the increasing popularity of shorter, more flexible holidays. The impact of this shift on Greece’s tourism revenue is evident in the changing dynamics of travel patterns, as visitors spend more time exploring multiple destinations rather than staying in one location for extended periods.
Performance of Other Key Markets
France, one of Greece’s traditional tourism markets, saw an increase in arrivals in 2024, with 2 million French visitors, up 8.8% from the previous year. Despite an increase in the number of French visitors, the revenue from French tourists fell by 11.6%, totaling €1.3 billion. This drop can be attributed to several factors, such as rising airfares, fluctuations in the value of the Euro, and changing travel preferences among French tourists. Many have been choosing different destinations or opting for shorter trips, which has impacted the overall revenue.
Italy, which ranks fifth in terms of revenue, saw a notable 10% increase in arrivals, with 2 million Italian visitors heading to Greece. Italian tourism receipts also rose by 13.6%, reaching nearly €1.2 billion. Italy’s strong showing indicates that Greek tourism continues to benefit from its proximity and shared cultural ties with its neighbouring Mediterranean country, which consistently generates strong demand for Greek destinations.
As Greece moves forward into the 2025 tourism season, the country’s reliance on key markets, particularly Germany, the United Kingdom, and the United States, is unlikely to change in the short term. However, there is a growing recognition that diversification of tourism sources is vital for long-term growth and resilience. Greece’s tourism sector will need to continue evolving, adjusting to shifts in consumer behavior, and working to expand its appeal beyond its traditional markets.
With increasing competition from other Mediterranean and European destinations, Greece must also focus on enhancing its offerings and improving its infrastructure to remain a top choice for international travelers. By capitalizing on new trends in tourism, such as digital transformation and sustainable travel, .
In 2024, the United States, France, and Italy were instrumental in driving Greece’s tourism revenue to twenty billion six hundred million euros, alongside the strong performances of Germany and the UK. Despite these gains, shifting travel preferences and economic factors have impacted spending patterns.
while the core markets of Germany, the United Kingdom, and the United States will remain vital to Greece’s tourism industry in 2024, the sector’s future growth may depend on broadening its market base, adapting to changes in tourist behavior, and staying ahead of global tourism trends.
