Greece’s tourism sector continues its robust growth trajectory, with promising early data signaling a strong summer season ahead, according to industry leaders and analysts.

As the country prepares for the official start of the 2025 holiday period, international interest in Greece remains high, driven by key European markets and a growing influx from the United States, the Middle East, and Southeastern Europe.

Record-Breaking Airline Seats for 2025

Scheduled airline data underscores Greece’s enduring appeal, with 28.2 million international flight seats planned for the 2025 summer season—a 4.6% increase compared to 2024. This surge reflects sustained demand from major markets and emerging regions alike.

Speaking at the OT Delphi Economic Forum X, Yiannis Hatzis, President of the Panhellenic Federation of Hoteliers (HHF), expressed cautious optimism about the season. He noted potential challenges, particularly from the U.S. market, where new tariffs could raise inflation and reduce disposable income, potentially curbing American tourists’ spending. However, Hatzis remained confident about Europe, stating, “We don’t expect immediate impacts on our country.” He emphasized the importance of maintaining high-quality offerings to ensure Greece remains a top destination, adding, “Tourism is a cornerstone of our economy, and we must keep quality first to attract visitors.”

Top Markets and Emerging Trends

According to the Air Data Tracker by the Institute of the Greek Tourism Confederation (INSETE), the United Kingdom remains Greece’s largest market, accounting for 5.6 million seats (+2.2% from last year) and a 20% market share. Germany follows with 4.7 million seats (+2.5%) and a 17% share, while Italy secures third place with 2.5 million seats (+3.9%) and a 9% share, continuing its steady upward trend.

The U.S. market shows remarkable growth, with a 18.6% increase, reaching 727,000 seats. Israel also stands out, surging by 52.1% to over 1.3 million seats. Emerging markets are gaining traction as well, with Saudi Arabia (+45%, 84,000 seats), Albania (+56%, 156,000 seats), Armenia (+68.5%, 75,000 seats), and Georgia (+113%, 126,000 seats) posting significant gains.

However, some markets are seeing declines. France reports a 2.6% drop to 1.7 million seats, Poland a 6.7% decrease to 682,000 seats, and Denmark a 7.3% reduction to 298,000 seats.

A Bright Outlook for Greek Tourism

With its blend of rich history, stunning landscapes, and world-class hospitality, Greece continues to captivate global travellers. As the 2025 season approaches, the country is poised for another successful year, balancing growth from traditional markets with exciting new opportunities from emerging regions. Industry leaders like Hatzis stress the need to prioritise quality to sustain this momentum, ensuring Greece remains a premier destination for years to come.