Tourism Record: Greece Surpasses €23 Billion with New Prospects for 2026

Greece continues to lead the tourism sector, with revenues surpassing €23 billion, setting a new historic record. Just a year ago, projections were more conservative, with the 2025 state budget forecasting revenue around €21 billion. However, 2025 figures have exceeded even the most optimistic expectations.

This growth is due to several factors, notably the extended tourism season, which now begins earlier and ends later than in previous years.

This year, there was a notable increase in passenger traffic and aircraft movements, particularly at the country’s 39 airports. Data from January-December 2025 show a 4.9% rise in passenger traffic and a 4.1% increase in aircraft movements. It is worth noting that tourist arrivals exceeded expectations, and revenues reached the €23 billion mark.

2026 and New Prospects

The new year seems to start with the best of omens for Greek tourism. Positive forecasts are based on a 9.5% increase in airline seat capacity compared to 2025, with key markets like Germany, the United Kingdom, France, and the USAshowing impressive increases in arrivals. Specifically:

• Germany: +6%
• United Kingdom: +5.7%
• Italy: +6.3%
• France: +13.3%
• Netherlands: +2.5%
• USA: +7.3%

With increased air traffic and favorable political, economic, and medical factors boosting arrivals, Greece continues to maintain its strong position as a top international tourist destination.

Competitive Advantage and Sustainability

Despite the increased demand, Greece’s success is largely attributed to maintaining its competitive advantages. Data from INSETE confirm that Greece remains a top choice for Western European travelers, ranking 3rd for Germany and Italy, 4th for the United Kingdom and France, and 6th for Spain.

A breakdown of the key markets for Greek tourism shows the following preferences:

• Germany: Italy (26.8%), Spain (24.9%), Greece (19.7%)
• France: Spain (26.9%), Italy (24.8%), Greece (12.6%)
• United Kingdom: Spain (31%), Italy (24.2%), Greece (19.9%)
• Spain: Italy (28.2%), France (23.2%), Greece (16.8%)
• Italy: Spain (30.5%), France (22.4%), Greece (16.8%)

The geographic proximity to other Mediterranean countries such as Italy, Spain, and France enhances tourists’ preference for destinations with easy road access.

Strategies for the Next Decade

Tourism is a critical pillar for the Greek economy, and the new year calls for continued development and enhancement of the tourism product. Industry stakeholders agree that to maintain the growth in arrivals and revenue, investments must be made in sustainable infrastructure while promoting tourism in a way that respects local culture and the environment. The new era of tourism in Greece requires targeted investments in quality tourism and diversification of the services offered.

According to the latest INSETE research, despite global challenges, Greece continues to maintain its competitiveness in key markets such as Germany and the United Kingdom, with the Greek tourism product remaining at the forefront of international travelers’ preferences. This stability, combined with strategies for improvement and the adoption of new technologies, ensures positive prospects for the future.

2026 is a critical year to build on past successes, aiming to keep Greece at the top of international tourist destinations. The challenges are significant, but so are the opportunities, provided the strategy is well-planned and focused on sustainability and quality.

Source: pagenews.gr