Greece is gearing up for a stellar tourism season in 2025, with early data signaling a significant surge in demand from major international markets.
According to the global tourism giant TUI, Greece has secured the second spot in travel bookings for 2025, trailing only Spain, and ranks as the fifth most popular destination worldwide.
The country’s appeal as a premier vacation spot was underscored at the recent ITB Berlin 2025, the world-renowned tourism trade fair traditionally seen as a barometer for the upcoming season. The United Kingdom and Germany, Greece’s two largest tourism markets, are driving the momentum, setting the tone for what promises to be a robust year.
A Strong Start with an 8% Rise in Bookings
Nationwide, summer bookings have risen by an average of 8% compared to last year, though demand varies by market and destination. Meanwhile, prices for new tourism packages have increased by approximately 5%. Industry leaders at ITB Berlin highlighted Greece’s enduring popularity, particularly among German travelers, with the German Travel Agents’ Association (DRV) placing Greece third on its list of top summer destinations, behind Turkey and Spain.
Winners and Losers in Early Bookings
Among the standout performers are Crete, Rhodes, Zakynthos, Corfu, and Kos. Rhodes leads with a 15% surge in online bookings, followed by Crete at 10%. Zakynthos has seen an astonishing 44% jump according to TUI, while Der Touristik reports a 20% increase for the Ionian island. Corfu also shows gains, with the British market up by 2% and the German market by 5%.
However, not all destinations are thriving. Mykonos, one of Greece’s premium island hotspots, remains flat compared to last year, continuing a trend of recent losses. In northern Greece, Halkidiki is experiencing a sluggish start among German travelers, with a 5-7% dip despite being the top market for arrivals in 2024. Local hoteliers’ union president Grigoris Tasios remains optimistic, noting that Romania’s entry into the Schengen Zone could open new opportunities for the region.
Germany and Beyond: A Growing Appetite for Greece
The German market continues to fuel Greece’s tourism boom. Alltours, a leading German tour operator, reported a 10% increase in bookings for Greece, with Crete, Rhodes, Kos, and Corfu topping the list. Beyond Germany and the UK, demand is also rising from Poland, Denmark, Norway, and Sweden, though Slovakia lags behind.
Greece’s allure extends to the Easter holidays as well, with the country ranking among the top five destinations for German travellers. This year, Easter Sunday falls on April 20 for both Orthodox and Catholic Christians, boosting early-season prospects.
Santorini Fights to Rebound
Santorini, another jewel in Greece’s tourism crown, is working to recover from a shaky start. Early bookings rose by 6% in January, but seismic activity slowed momentum, leading to a 20% drop in February compared to 2024. At ITB Berlin, where Santorini had its own pavilion for the first time, industry leaders expressed confidence in a gradual recovery. Antonis Pagonis, president of the Santorini Hoteliers’ Association, emphasized the island’s safety and readiness: “Santorini is back to normal, and the season will start as planned. We faced many questions at the fair, but they’ve been answered—not just by us, but by the Ministry of Tourism and the Greek National Tourism Organization.”
Pagonis acknowledged challenges ahead, predicting a tough March and April, and possibly May, with losses still to be recouped. “We’ve had no cancellations, but new bookings have stalled for the past six weeks,” he noted. “From June, we expect to be in a strong position to make this season work.”
A Top 10 Contender
The DRV’s top 10 summer destinations list Turkey, Spain, Greece, Egypt, Portugal, Italy, Tunisia, the USA, the Maldives, and Bulgaria, with overall bookings for May to October up 12% from 2024. Greece’s consistent appeal, paired with an average 10% rise in bookings reported by Alltours, cements its status as a must-visit destination for 2025.
As the season approaches, Greece’s tourism sector is poised for success, blending natural beauty, cultural richness, and strategic market gains to welcome travelers from across the globe.