Tourists visiting Greece during the first four months of 2025 spent significantly more on average than they did during the same period last year, according to new data released by INSETE, the Greek tourism research body.
Between January and April 2025, Greece welcomed 4.12 million visitors who collectively spent 2.16 billion euros. This brings the average expenditure per tourist to 523.26 euros—up from 494.38 euros during the same period in 2024.
The increase in spending per visitor highlights both the rebound of Greece’s tourism sector and the stronger purchasing power of travelers. Overall tourism revenue rose by 5.9% year-on-year, while arrivals saw a modest uptick of 1.4%.
Who Spends the Most
American tourists led the pack in terms of spending. A total of 339,484 U.S. visitors injected 325.45 million euros into the Greek economy, averaging an impressive 958.66 euros per person—the highest spend per capita among all nationalities.
German tourists followed closely, contributing 297.12 million euros from 475,516 arrivals, with an average spend of 625.04 euros per visitor. Germany continues to be Greece’s largest source market by volume.
The United Kingdom ranked third, with British travelers spending 167.75 million euros —an average of 569.47 euros each. British presence in Greece remains strong and consistent.
Italian visitors spent 110.25 million euros, averaging 555.69 euros per person. French tourists contributed 110.19 million euros, with an average spend of 669.29 euros per individual.
Despite ongoing geopolitical constraints, Russian tourists showed one of the highest spending rates per capita. Just 2,820 visitors from Russia spent 2.46 million euros, averaging 871.63 euros per person.
EU vs Non-EU Markets
When analyzed by region, non-EU countries generated slightly more tourism revenue than EU states. Visitors from outside the European Union brought in 1.04 billion euros from 2.08 million arrivals. Meanwhile, tourists from the EU-27 accounted for 1.03 billion euros in spending from 2.04 million visitors.
A Strategic Goal Realized
Increasing average tourist expenditure has long been a strategic priority for Greece’s tourism sector. The latest figures suggest this goal is steadily being met, reflecting a qualitative upgrade in the country’s tourism offering.
Source: tovima.com
