Greece’s tourism sector is on track for another record year in 2025, with projections showing revenue will surpass last year’s €21.6 billion. The growth isn’t just about more visitors—it’s about who is visiting and how much they are spending. While inflation and weaker arrivals from the Balkans present challenges, strong long-haul markets like the U.S. and rising demand from Israel are reshaping the tourism landscape.
Why Expats Should Care
For expats, tourism growth isn’t just about crowded beaches in July. It directly affects cost of living, housing prices in popular destinations, job opportunities in the sector, and even local infrastructure investment. When tourism thrives, service-sector jobs expand, local businesses see more cash flow, and regions outside of Athens and Thessaloniki often get a boost in funding for roads, airports, and cultural projects.
The U.S. Market is Leading the Way
Americans are now among the most lucrative visitors in Greece. Between January and July 2025, 661,000 Americans arrived in Athens alone—a 5% increase—but their spending jumped 30%, reaching €704 million. That means Americans aren’t just coming more often; they’re staying longer, booking higher-end accommodation, and spending freely on dining and experiences.
Pro tip: If you live in Athens or Santorini, expect more U.S. tourists well into autumn, as airlines have extended direct flights past the traditional peak season.
Mixed Signals from Europe
Germany remains a reliable market, with spending up 13.5%. The French market dipped in arrivals but those who came spent more. The UK continues to underperform in terms of per-capita spending, though the volume of British arrivals is still high.
The surprise winner? Israel. Despite regional instability, Israeli arrivals to Greece surged 51% this year, showing just how strong the cultural and travel ties between the two countries have become.
The Cost of Travel is Rising
Inflation is shaping the tourism experience in Greece. Hotel prices rose from €142 to €147 per night on average, while July inflation hit 3.7%. Road arrivals from neighboring Balkan countries declined—these travelers tend to be lower spenders—helping push up the average revenue per visitor. In fact, the average traveler spent €623 in the first half of the year, up 10% compared with 2024.
Our take: For expats renting in tourist-heavy areas, expect continued pressure on housing prices, particularly for short-term rentals. On the flip side, businesses catering to international visitors—from restaurants to private guides—stand to gain.
Beyond the Summer Rush
Traditionally, Greece makes most of its money in July and August, which brought in over half of last year’s revenue. But this year, the real story is the extended season. Airlines have boosted capacity for September and October by nearly 5%, a sign that Greece is successfully moving toward becoming a year-round destination.
For expats, that means fewer “dead months” in winter for seasonal towns and more opportunities if you’re in hospitality, real estate, or tourism-related services.
Bottom Line
Greece’s tourism machine shows no signs of slowing in 2025. For the economy, it’s a crucial boost. For expats, it’s a double-edged sword: more opportunities and better infrastructure, but also higher living costs and more crowded hotspots. The real winners will be destinations outside the usual suspects—places like mainland mountain villages, smaller islands, and cultural towns that benefit from spillover tourism.
