Tourism: Revenues Driven by German and British Visitors

German and British tourists remain the strongest revenue contributors for Greece, according to the INSETE report “X-ray of Inbound Tourism 2023-2024”.

In total, visitors from just 10 countries accounted for 68% of tourism receipts in 2024, which reached €20.59 billion. Germany and the UK alone represent 33.3% of total travel revenue.

Key Indicators

• Average Spending per Visitor: €572.8 in 2024 (-5.0%)
• Average Spending per Overnight Stay: €89.1 in 2024 (+2.9%)
• Average Length of Stay: 6.4 nights in 2024 (-7.7%)

INSETE notes that the rise in daily spending comes with shorter trips, either due to higher vacation costs or the growing popularity of short city breaks over longer stays.

Germany – The top market

• Arrivals: +13.4% (5.4 million in 2024)
• Revenue: +3.7% (€3.7 billion)
• Share: 15.0% arrivals – 20.3% overnight stays – 18.0% revenue

United Kingdom

• Arrivals: -1.0% (4.5 million in 2024)
• Revenue: -4.1% (€3.2 billion)
• Share: 12.6% arrivals – 15.3% revenue

United States – Strong growth

• Arrivals: +10.0% (1.5 million)
• Overnight stays: -1.4% (14.8 million)
• Revenue: +15.3% (€1.6 billion)
• Share: 7.7% revenue

France – Mixed results

• Arrivals: +8.8% (2.0 million)
• Revenue: -11.6% (€1.3 billion)
• Share: 6.1% revenue

Italy – Consistent increase

• Arrivals: +10.0% (2.0 million)
• Revenue: +13.6% (€1.2 billion)
• Share: 6.0% revenue

Source: pagenews.gr