Germany and UK lead Greece’s €20.6bn tourism revenues

Tourism in Greece continued to rely heavily on a handful of key markets in 2024, with Germany and the United Kingdom emerging as the top contributors to the country’s €20.59 billion in total travel receipts. Together, the two countries accounted for 33.3% of all revenues, according to a study by the Institute of the Greek Tourism Confederation (INSETE).

The report, titled “X-ray of Inbound Tourism 2023–2024 – Market Profiles”, analyzed 25 markets representing more than 90% of arrivals, overnight stays, and revenues. It found that the ten most important source countries provided 68% of all income from tourism, underscoring the sector’s dependence on a concentrated group of visitors.

Shifts in tourist spending patterns
In 2024, the average per capita spending by visitors stood at €572.8, a drop of 5% compared to the previous year (€603.2). At the same time, the average daily spending rose to €89.1 (+2.9%), but trips became shorter: the average stay fell by 7.7%, from 7 nights in 2023 to 6.4 in 2024.

According to INSETE, this suggests that higher daily costs are encouraging shorter vacations, while shorter city breaks may be gaining ground over traditional, longer holidays.

• Country breakdown
• Germany remained Greece’s most valuable tourism market, with arrivals rising 13.4% to 5.4 million visitors. Revenues increased 3.7% to €3.7 billion, representing 18% of total receipts.
• United Kingdom ranked second despite a slight 1% drop in arrivals (4.5 million). Tourism receipts from the UK declined by 4.1% to €3.2 billion, equal to 15.3% of the total.
• United States secured third place, with arrivals up 10% to 1.5 million and receipts jumping 15.3% to €1.6 billion. Despite fewer overnight stays, the U.S. accounted for 7.7% of revenues.
• France saw arrivals increase 8.8% to 2 million, but receipts dropped 11.6% to €1.3 billion.
• Italy completed the top five, with arrivals up 10% to 2 million and revenues rising 13.6% to nearly €1.2 billion, capturing a 6% share.