With regard to the seasonality of receipts, 85% of them are recorded from the beginning to the end of the summer season (April-September) both for 2019 and 2023. This figure is not expected to have changed in 2024, according to the Institute of the Greek Tourism Confederation.
Record revenue from tourism was reached in the first half of the year, with UK, and especially US, tourists contributing decisively.
The number of visitors increased only modestly, to 11.692 million visitors from 11.625 million in the first half of 2024, while spending per visitor increased significantly, to €622.70 from €565.40 last year.Â
This gain was not only the result of arrivals and revenue from US visitors, but also the decline in overland travel from low-spending Balkan countries, such as Bulgaria and North Macedonia. The neighbors were apparently discouraged by higher accommodation and catering prices.
Overall, revenue from tourism in the first half of 2025 reached €7.659 billion, 11% up on the same period in 2024, according to Bank of Greece data.
In June, visitor arrivals declined 1.7%, to 4.602 million, but revenue was up 8.8%.
Revenue from German visitors rose 13.5% to €1.366 billion, that from France 2.1% to €455.9 million, and from Italy 9% to €344.7 million. Revenue from UK visitors rose 7.3% from the first half of 2024, to €1.082 billion.
But the most impressive gains were from US visitors, 694,100 during the first half, a 20% rise from the first half of 2024. Revenue, at €704.3 million, was up 29.4%. This puts the spending per US tourist at €1,014.69, or 63% more than the total average.
These figures also explain the desire to bring in more high-spending US tourists. The task could be eased somewhat if it were made easier for low-cost airlines to offer direct connections between US and European destinations.
One low-cost airline that does offer direct links is Norse Atlantic Airways, which started with a New York-Athens link and added a direct flight from Los Angeles this June.
Sector professionals are certain that revenue willl be higher for the total of 2025.