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