Home » Greece » Greece Travel News » Greece Beates UK, Spain, Portugal, Italy, France, and More in Skyrocketing European Tourism with Record Growth in Tourist Arrivals: Everything You Need to Know
Published on
November 6, 2025
In 2025, Greece beats the UK, Spain, Portugal, Italy, France, and more in skyrocketing European tourism with record growth in tourist arrivals. This surge is driven by Greece’s rich history, stunning islands, and strategic investments. The country has emerged as a top global destination, outpacing major competitors in the tourism sector. With iconic sites like the Acropolis, the allure of Santorini and Mykonos, and a thriving cultural scene, Greece continues to captivate travelers from all over the world. Its commitment to promoting both cultural heritage and natural beauty has proven to be a successful formula, making it the standout performer in European tourism for 2025.
Greece: 12.0% Growth in Tourist Arrivals
Greece has seen an impressive 12.0% growth in tourist arrivals in 2025, marking one of the highest increases among European destinations. The country’s combination of rich history, stunning islands, and Mediterranean charm continues to captivate travelers from all over the world. Cities like Athens, with its ancient landmarks, and the idyllic Greek islands such as Santorini and Mykonos, remain some of the most sought-after destinations. The growth can also be attributed to Greece’s consistent investment in promoting both its cultural heritage and natural beauty, making it a versatile destination that appeals to a wide range of tourists, from beach lovers to history enthusiasts.
Greece Country Guide:
- Main Attractions: Acropolis of Athens, Santorini, Mykonos, Temple of Apollo, Meteora Monasteries, Crete Island
- Main Cities: Athens, Thessaloniki, Heraklion, Rhodes City, Patras
- Best Time to Visit: May to October (for beach holidays and exploring ancient sites), Spring (for mild weather and fewer tourists), Autumn (for a less crowded experience with harvest season festivals)
UK: 9.9% Growth in Tourist Arrivals
The UK saw a strong 9.9% growth in tourist arrivals in 2025, a significant recovery and an encouraging trend for the tourism sector. With iconic landmarks such as Buckingham Palace, the Tower of London, and vibrant cities like Edinburgh and Manchester, the UK continues to attract visitors from across the globe. The growth is also driven by the country’s expanding cultural tourism, including theatre, art exhibitions, and music festivals. Additionally, the UK’s rich historical heritage, modern amenities, and diverse landscapes have made it a preferred destination for both leisure and business travelers. This increase highlights the success of targeted campaigns and ongoing improvements in travel accessibility.
UK Country Guide:
- Main Attractions: The Tower of London, Buckingham Palace, The British Museum, Stonehenge, The Lake District, Edinburgh Castle
- Main Cities: London, Edinburgh, Manchester, Birmingham, Liverpool
- Best Time to Visit: May to September (for pleasant weather and major festivals), June to August (ideal for outdoor festivals and sightseeing), Spring (for milder weather and fewer tourists)
Spain: 7.2% Growth in Tourist Arrivals
Spain recorded a notable 7.2% growth in tourist arrivals in 2025, underscoring the country’s enduring appeal to international travelers. With its vibrant culture, stunning beaches, historical cities, and world-renowned cuisine, Spain continues to be a top choice for tourists. The country’s diverse regions, including Catalonia, Andalusia, and the Canary Islands, offer unique experiences that attract millions of visitors each year. Spain’s tourism sector benefits from continued investments in infrastructure and tourism innovation, ensuring that the country remains competitive in the global market. This growth also highlights Spain’s resilience as it adapts to post-pandemic travel trends, appealing to tourists seeking both relaxation and cultural immersion.
Spain Country Guide:
- Main Attractions: Alhambra Palace, Sagrada Familia, Park Güell, The Prado Museum, Costa Brava, Costa del Sol
- Main Cities: Madrid, Barcelona, Seville, Valencia, Malaga
- Best Time to Visit: April to June (for mild weather and fewer tourists), September to November (for pleasant weather and harvest festivals), Summer (June to August, ideal for beach holidays)
Portugal: 5.4% Growth in Tourist Arrivals
Portugal has experienced a solid growth of 5.4% in tourist arrivals in 2025, continuing its strong recovery in the tourism sector. With its rich cultural heritage, stunning landscapes, and increasing popularity as a coastal getaway, Portugal is maintaining its allure for global travelers. The country’s diverse attractions, from the historic streets of Lisbon to the scenic beauty of the Algarve, have made it a favorite destination for both European and international visitors. This steady growth also reflects Portugal’s successful tourism campaigns and investments in infrastructure, catering to a broader range of tourists seeking unique cultural experiences and natural beauty.
Portugal Country Guide:
- Main Attractions: Belem Tower, Sintra, The Algarve Beaches, Douro Valley Vineyards, Porto’s Wine Cellars
- Main Cities: Lisbon, Porto, Faro, Coimbra, Madeira
- Best Time to Visit: Spring (April to June, for mild weather), Autumn (September to November, for wine harvest season), Summer (July to August, for beach vacations)
Italy: 5.3% Growth in Tourist Arrivals
Italy saw a 5.3% increase in tourist arrivals in 2025, building on its longstanding reputation as a top global travel destination. From the ancient ruins of Rome to the romantic canals of Venice and the breathtaking Amalfi Coast, Italy continues to attract millions of visitors every year. This growth indicates the ongoing global demand for Italian culture, art, cuisine, and history. Italy’s appeal is also bolstered by its growing culinary tourism sector, wine regions, and increasing numbers of luxury travel experiences. The consistent growth in tourism highlights the resilience of Italy’s hospitality and tourism infrastructure, even amidst a competitive global market.
Italy Country Guide:
- Main Attractions: Colosseum, Venice Canals, The Leaning Tower of Pisa, Amalfi Coast, Vatican and St. Peter’s Basilica
- Main Cities: Rome, Venice, Florence, Milan, Naples
- Best Time to Visit: April to June (for fewer tourists and mild weather), September to October (for harvest festivals and fewer crowds), Summer (July to August, best for coastal and beach destinations)
France: 0.4% Growth in Tourist Arrivals
France saw a modest growth of 0.4% in tourist arrivals in 2025, reflecting a relatively stable tourism market despite challenges in the global travel landscape. As the most visited country in the world, France continues to draw tourists to iconic destinations such as Paris, the French Riviera, and the wine regions of Bordeaux. The slight growth can be attributed to the country’s ability to consistently evolve its tourism offerings, from luxury experiences to adventure and rural tourism. However, geopolitical factors and shifting travel habits have slightly dampened the overall growth, although France remains a leading player in the global tourism sector.
France Country Guide:
- Main Attractions: Eiffel Tower, Louvre Museum, Mont Saint-Michel, French Riviera, Palace of Versailles
- Main Cities: Paris, Lyon, Marseille, Bordeaux, Nice
- Best Time to Visit: Spring (April to June, for mild weather), Autumn (September to November, for wine harvest season), Summer (July to August, ideal for coastal regions and festivals)
Boosting Tourism in European Countries
European countries are boosting tourism by investing in infrastructure, enhancing cultural offerings, and expanding marketing efforts. Many are focusing on sustainability and eco-tourism to attract environmentally conscious travelers. Additionally, countries are promoting lesser-known destinations, easing travel restrictions, and improving connectivity through new transportation routes. Strategic partnerships with airlines and hospitality sectors have also played a key role in increasing accessibility. Governments are leveraging digital platforms and social media to target diverse global markets, showcasing unique experiences, historic landmarks, and natural beauty, which continue to draw millions of visitors, stimulating local economies and fostering long-term growth in tourism.
In 2025, Greece saw a 12.0% growth in tourist arrivals, beating UK, Spain, Portugal, Italy, France, and more. This surge is driven by its rich history, stunning islands, and strategic tourism investments.
Conclusion
Greece’s 12.0% growth in tourist arrivals in 2025 has firmly established it as a leader in European tourism, surpassing the UK, Spain, Portugal, Italy, France, and more. This remarkable surge is driven by the country’s rich history, stunning islands, and strategic investments in tourism, making Greece a top destination for global travelers.
