Greece’s tourism sector is poised to continue its upward trajectory in 2025, with projected growth in international arrivals ranging from 3% to 5%, aligning closely with global travel trends.
International air arrivals surged 10% in the first four months of the year, while scheduled airline seat capacity for the May–October period is up by 4%. Additionally, hotel operators anticipate a 5% increase in arrivals this year, according to a recent survey by the National Bank of Greece.
Following an impressive 63% surge in arrivals from 2013 to 2024, the focus of Greece’s tourism sector is shifting from headline growth to the foundations of a sustainable development model.
Long-haul tourism is set to play a pivotal role in sustaining growth, expected to account for half of global tourism expansion over the coming decade. Greece is already beginning to benefit from this shift, particularly through increased engagement with the U.S. market.
American travelers are now projected to account for 7% of total arrivals in 2025, up from 6% in 2024. They are also spending more, roughly double the per capita expenditure of other visitors, and are less bound by seasonal trends, with half of U.S. arrivals occurring outside the traditional summer peak, compared to just a third among other markets.
Infrastructure developments are bolstering this trend: direct flights from the U.S. will approach 100 per week during the 2025 summer season, nearly double the pre-pandemic volume, while direct connections with China will triple, reaching approximately 12 weekly flights.
When looking at the broader financial landscape, mature tourist destinations such as the Aegean and Halkidiki demonstrate notably greater resilience. Despite facing significant challenges from the global environment, reflected by a 79% pressure index compared to 91% across the sector, they maintain a more optimistic outlook.
This is evident in key indicators: future demand scores 64 points versus 38 overall, while 70% of businesses in these regions have set growth as a primary goal, compared to 49% sector-wide.
