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By Alexia Sotiriou
The significant strengthening of Greek tourism’s competitiveness at an international level after the pandemic is confirmed by the 2025 performance, while the prospects for 2026 are also positive, Alpha Bank estimated in its analysis.
As specifically highlighted in the bank’s Economic Developments Bulletin on “Greek Tourism in 2025: Performance, Prospects and Challenges”, tourism in Greece continued its upward trend in 2025, recording historically high performance in terms of arrivals and receipts for the third consecutive year.
36.7 million travelers in 11 months Specifically, in the period January–November, travel arrivals and receipts amounted to 36.7 million travelers and 23 billion euros, having already exceeded the performance of the full year 2024 by 2% and 6.5% respectively. Arrivals and receipts from the five main tourism markets, namely Germany, the United Kingdom, Italy, France and the United States, increased.
Average travel spending up 4.4% In addition, the average spending per trip approached 600 euros, up 4.4% compared to the first eleven months of 2024.
Greece increases its share of global tourist flows As highlighted in the analysis, Greece’s share of global tourist arrivals increased from 2.1% in 2019 to 2.5% in 2024, while it is estimated, based on the latest available data, that it strengthened further in 2025. In contrast, the corresponding shares of European countries with significant incoming tourist flows, such as Italy and Germany, declined compared to 2019.
Positive outlook for 2026 According to Alpha Bank, the prospects for further strengthening of tourism in Greece in 2026 and in the medium term are estimated to remain positive. This conclusion is based on favorable international trends, domestic initiatives for the development of infrastructure and the further strengthening of the tourism product, as well as the particularly strong and recognizable tourism “brand name” that Greece has established.
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Telegram：@smsmachines
WhatsApp：+1(305)6290111
Address：Lower Ground Floor No.1,Persiaran Kewajipan,USJ1,88888