Greece Climbs to 15th in Global Tourism with 36 Million Visitors

Greece has risen to 15th place worldwide in tourism, welcoming around 36 million international visitors, a 5% increase from 2023, according to the World Tourism Organization (UNWTO).

This marks a 106% recovery from pre-pandemic levels, outpacing the European average. In just one year, Greece jumped from 13th to 9th globally in tourist arrivals.

Globally, 1.4 billion people traveled internationally, reaching 99% of the 2019 levels and increasing by 11% from 2023. Europe led with 747 million arrivals, with France at the top (100 million visitors, boosted by the Olympics), followed by Spain, the USA, China, and Italy.

Data from the Bank of Greece shows a 12.8% surge in tourist traffic and €21.7 billion in tourism revenue (+5.4%), despite a 5.1% drop in average spending per trip. Tourism remains a key economic pillar, directly contributing 13% to GDP and up to 30% with indirect effects. In 2023, its direct GDP contribution doubled from 2019. Athens joined London and Paris in the top ten European cities for hotel investments, while Greece ranked fifth globally for hotel investment appeal in 2024, according to CBRE.

Major hotel chains, including Hilton and Marriott, plan to open five new hotels each by 2025, with Accor, IHG, and Mandarin Oriental also expanding their operations. However, only 20% of five-star and 5% of four-star hotels are part of global chains, led by Marriott (19%), Sani/Ikos, Wyndham (9%), and Hilton (7%). Meanwhile, short-term rentals like Airbnb have grown by 20% in listings over the past five years, with over 1 million beds, surpassing hotel capacity (888,000).

In Q1 2025, arrivals increased by 5.4%, air travel rose by 14.1%, and revenue grew by 4.4%. Greece accounts for 8% of Southern Europe’s tourism demand, with Athens capturing 55% and ranking 6th among regional destinations. Crete remains popular, while Santorini and Mykonos see slight declines but stay prominent. Air travel capacity for summer 2025 is expected to grow by 5%, targeting the shoulder seasons. Greece ranks second after Spain for sun-and-sea tourism, with 21% of 2025 visitors being first-timers—a high global share.

The UNWTO emphasizes trends toward sustainability, personalized experiences, and the use of technology. Challenges include rising costs, labor shortages, and the need for sustainable infrastructure to improve resident and tourist experiences. With strategic investments and strong visitor confidence, Greece is poised for continued tourism growth.