Greece’s tourism sector closed 2024 with a stellar performance, reporting a surplus of €18.79 billion ($21.24 billion), according to finalized figures released by the Bank of Greece and reported by Reuters. This represents a 3.4% increase over 2023, marking another year of solid growth for the country’s travel industry.
The growth is attributed to a notable rise in international arrivals and higher spending per overnight stay, even though the average trip length has become shorter. Total travel receipts reached €21.59 billion, a 4.8% year-over-year increase, fueled by a 12.8% surge in the number of non-resident inbound travelers and a 2.9% increase in average nightly spending.
The European Union (EU) remained Greece’s largest source market, accounting for 55.4% of total travel income. Revenues from EU residents grew 7.1%, reaching €11.97 billion, with German and Italian tourists leading the charge. However, there were declines in visitor spending from France and the United Kingdom, which saw reductions of 11.6% and 4.1%, respectively.
Greece welcomed a total of 40.7 million visitors in 2024, an impressive 12.8% increase compared to the previous year. While the majority of travelers arrived by airports and land borders, cruise tourism also saw a significant boost, with cruise-related revenues rising 22.4% to €1.11 billion.
However, not all metrics showed positive growth. The average expenditure per trip declined by 7%, and the average length of stay dropped by 9.6%, pointing to changing traveler behavior as shorter stays with less overall spending become more common.
Despite these shifts, Greece’s tourism industry continues to thrive, maintaining its status as a leading European destination. The continued rise in visitor numbers and spending underscores the country’s resilience and appeal in an ever-evolving global travel landscape.
