Home » EUROPE » Greece Outpaces Spain, Portugal and Italy with a 22.4% Increase in Tourism by Mid-2025 Positioning Itself as Europe’s Top Travel Destination

Published on
November 15, 2025

Greece has become one of the fastest-growing tourism destinations in Europe, with international arrivals rising by an impressive 22.4% by mid-2025. This growth has positioned Greece ahead of several major European competitors, including Spain (14.9%), Portugal (20.4%), and Italy (13.5%), according to the European Travel Commission’s (ETC) latest report “European Tourism: Trends & Prospects.” This remarkable increase underscores Greece’s evolving appeal, as travelers seek both affordability and unique cultural experiences in a world shaped by climate change and advancing technology.

Why Greece is Leading the Pack

Greece’s rise can be largely attributed to its ability to offer value without compromising on quality. As a popular alternative to Turkey, Greece has gained favor due to its competitive pricing, which appeals to budget-conscious travelers looking for more affordable European destinations. The report also points to a growing number of German tourists opting for Greece over Turkey. The country’s mix of ancient history, natural beauty, and diverse experiences makes it an attractive choice for those wanting both relaxation and exploration.

In addition to affordability, Greece offers a vast range of experiences, from iconic landmarks like the Acropolis in Athens to serene beaches on less-visited islands. The flexibility of Greece’s offerings—catering to both luxury travelers and those seeking quieter, more intimate escapes—has been key in attracting visitors from all over Europe and beyond.

Shifting Travel Preferences: Fewer Crowds, More Flexibility

The increase in Greece’s popularity also reflects broader changes in the way travelers are choosing destinations. With climate change and overtourism becoming growing concerns, many people are reconsidering when and where they travel. The ETC report reveals that 28% of travelers from key source markets plan to shift their travel dates over the next two years to avoid extreme weather, crowded tourist spots, and high prices.

This shift is especially significant for destinations that have faced overtourism issues in recent years, such as Barcelona, Venice, and Rome. As travelers look for less crowded alternatives, Greece, with its combination of bustling cities and peaceful islands, has become a go-to destination for those seeking a more relaxed experience.

Technology’s Role in Smart Travel Choices

Another major factor in Greece’s tourism surge is the growing role of technology in travel planning. Artificial intelligence (AI) has gained significant traction among travelers, with 18% of people now using AI tools to help plan their trips, compared to just 10% last year. This shift is particularly prominent among younger travelers, such as Millennials and Gen-Z, who rely on AI to find the best deals, travel during off-peak seasons, and avoid overcrowded locations.

Countries like China and the US are leading the way in AI adoption for travel planning, with 40% of Chinese travelers and 27% of American travelers using AI to assist in their travel decisions. This technology enables travelers to make smarter choices and tailor their trips based on individual preferences, such as cost savings, sustainability, and avoiding the busiest travel times.

Sustainability: Greece’s Green Appeal

Sustainability continues to play a significant role in shaping travel decisions, and Greece is well-positioned to benefit from this shift. Many travelers are increasingly aware of the environmental impact of mass tourism and are seeking destinations that offer more sustainable experiences. Greece’s commitment to preserving its cultural and natural heritage has made it an attractive option for eco-conscious tourists.

From the pristine beaches of the Cyclades to the protected landscapes of Crete, Greece is increasingly seen as a destination that balances tourism with environmental responsibility. By promoting sustainable practices, such as eco-friendly accommodations and responsible tourism initiatives, Greece is appealing to travelers who want to minimize their environmental footprint while still enjoying a memorable vacation.

Looking Ahead: Greece’s Continued Growth

With Greece’s tourism numbers continuing to rise, travelers can expect even more diverse experiences in the coming years. Whether it’s delving into the history of Athens, relaxing on the shores of Mykonos, or exploring the lesser-known villages of Crete, Greece offers something for every type of traveler. The growing trend toward off-peak and sustainable travel will likely continue to drive interest in Greece’s quieter islands and rural areas, where visitors can experience authentic Greek life without the crowds.

As the tourism industry continues to evolve, Greece’s ability to blend history, sustainability, and affordability will ensure it remains a top destination in Europe. The country’s ongoing investment in infrastructure and the promotion of eco-friendly tourism initiatives will further solidify its position as a leading choice for travelers in the coming years.

Conclusion: Greece’s Appeal in a Changing World

In summary, Greece’s 22.4% growth in international arrivals by mid-2025 reflects a shift in how people are choosing their travel destinations. As travelers become more conscious of sustainability and increasingly rely on technology for smarter travel planning, Greece is emerging as a destination that offers both affordability and environmental responsibility. With its diverse attractions and focus on sustainability, Greece is not only attracting more visitors but also shaping the future of European tourism.