Greek tourism is expected to maintain its upward trajectory in 2025, according to
Greek tourism is expected to maintain its upward trajectory in 2025, according to a new report by the National Bank of Greece. However, the conversation is now shifting from breaking records to ensuring the sustainability of the country’s growth model, following a decade of rapid expansion.
The report zeroes in on two key pillars of Greece’s strategic planning for tourism: tapping into long-haul markets—a bet that appears to be paying off—and secondly, promoting alternative destinations across the country.
Tourist arrivals in Greece are projected to rise by 3% to 5% in 2025, broadly in line with global trends. Supporting this forecast are solid indicators such as a 10% year-on-year increase in air travel arrivals during the first four months of the year, as well as a 5% rise in hoteliers’ expectations for the upcoming season.
Despite positive indicators, uncertainty lingers due to global geopolitical and economic tensions, which continue to weigh on travel spending. Consumer confidence in major European markets remains five points below the long-term average.
Long-haul tourism is a key growth driver, expected to fuel half of global tourism gains over the next decade, as highlighted in the bank’s earlier quarterly report on Q1 2025. For Greece, it offers a path to
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