Athens, Greece – A significant transformation is underway in Greek tourism, as visitors increasingly opt for shorter, higher-spending trips focused on diverse experiences beyond the conventional sun and sea. This evolving trend was a key message delivered by Andreas Fiorentinos, secretary general of the Greek National Tourism Organisation (GNTO), during his address at the World Travel Market in London.
Tourists Prioritize Quality and Richer Experiences
Fiorentinos reported a 4% increase in the average spend per trip this year, even as the average length of stay has slightly decreased. He attributed this shift to a more discerning traveler base.
“Visitors have become a little more reserved because of the geopolitical situation,” Fiorentinos stated, “but they are prepared to pay more for quality services and richer experiences in exchange for shorter holidays.”
This indicates a growing appetite for activities beyond mere relaxation. “People are no longer just lying on the beach all day,” he added. “They are adding cultural, culinary, adventure and other activities – exactly the direction we have been working towards.”
While 48% of visitors still primarily seek sun and sea, the GNTO emphasizes that Greece’s rich and varied offerings are effectively encouraging higher on-the-ground spending, diversifying the economic impact of tourism.
Record Arrivals and Stable Revenue Forecast for 2025
Greece has demonstrated robust tourism performance, welcoming 25 million international visitors by the end of August 2025. Projections suggest that total arrivals for the full year will either match or surpass last year’s figures, with overall tourism revenue expected to remain stable at approximately €22 billion.
Future outlooks are also strong, with bookings for 2026 and even 2027 already showing promising trends. This positive momentum is supported by airlines extending their operational seasons and introducing new routes. Notable examples include Jet2’s new services to Samos from two UK bases and planned flights to Thassos (via Kavala) commencing in 2027.
Untapped Potential in the UK Market
Despite significant growth, the British market’s focus remains largely concentrated on six key regions: Crete, the Dodecanese, Athens, the Northern Aegean, Central Greece, and the Ionian Islands.
Fiorentinos highlighted the considerable untapped potential in regions less frequented by UK tourists. He cited the recent Hays Travel Conference in the Peloponnese as a successful initiative, effectively showcasing a
