Interesting Imbalance in Tourism in Greece: Visitor Numbers Increase, Revenue Decreases

Bank of Greece’s latest data reveals an interesting balance problem in Greece’s tourism sector. As of September 2025, there has been a significant increase of 3.6 percent in the number of foreign tourists arriving in the country, yet despite this positive picture, there has been a noticeable decline in tourism revenues.

Currently, the average spending per tourist visiting Greece has decreased by 7.8 percent, resulting in losses for the sector. This situation has caused total tourism revenues to drop to 3.42 billion euros. This decline, particularly within the Eurozone, has put the sector in an even more challenging position.

During the same period of the year, other popular holiday destinations outside Greece are also facing similar issues. However, as in previous years, the country has managed to attract tourists with its rich historical and natural beauty. Nevertheless, the decrease in the spending habits of arriving tourists could have long-term effects on the Greek economy.

Previous research indicates that Greece, which attracts tourists not only with its warm climate and beautiful beaches but also with its unique cultural heritage, needs to be supported with new activities, festivals, or special experiences to entertain visitors. In this way, it may be possible to both increase visitor numbers and enhance the per capita spending amount.

The Greek government and tourism authorities are working to reverse this negative trend. New marketing strategies and more effective promotional activities will be crucial steps to attract attention in both domestic tourism and international markets. Greece's robust tourism sector can be revitalized through such strategies.

In summary, the increase in visitor numbers from Greece is balanced by a loss of tourism revenues. It is expected and monitored how this imbalance will develop for the remainder of the economic year.