Greece experienced a historical growth in tourism in 2024, with a record 36 million tourists and 21.7 billion euros in revenue, further confirming its position among the top ten most visited tourist destinations in Europe (UNWTO).

2024: Strong growth compared to previous years

Number of tourists:
2024: 36 million (+9.8% compared to 2023)
2023: 32.7 million
2022: 27.8 million
Greece continues to attract an increasing number of tourists every year, confirming its growing influence on the European tourism market.

Record revenues and expansion of tourist activities

According to data from the Bank of Greece, key indicators for 2024 are:
Tourism revenue: 21.7 billion euros (+5.4% compared to 2023)
Number of tourists: 36 million (+9.8%)
Revenue per tourist: +3.4%

This growth in tourism revenue reflects the increase in the number of tourists, while the expenditure per tourist in slow declining.

2024. - 572\,7 euros
2023. - 603\,2 euros
2022. - 620\,0 euros

Furthermore, positive results can be seen in the expansion of tourist activities during winter months and off-peak tourism, which is a key strategy for extending the season.

Increase in arrivals by type of transportation

Air arrivals: +10.7% (29,3 miliona).
Land arrivals: +8.9% (11,4 miliona).

The increase in air arrivals indicates improved accessibility of Greece for international tourists, while the growth in land arrivals confirms its status as a popular destination for tourists from the Balkans and beyond.

Tourist spending by country of origin

Tourism revenue: 21.7 billion euros
Visitors from EU27: 11.9 billion euros (+7.0%)
Visitors from non-EU countries: 8.6 billion euros (+0.8%)
Visitors from the eurozone: 9.5 billion euros (+4.2%)
Visitors from outside the EU27 (outside the eurozone): €2.49 billion (+18.8%)

The largest increase in revenue comes from tourists from EU27 countries, while visitors from non-EU countries also significantly contributed to the growth, with a spending of 2.5 billion euros, an increase of 18.8%.

Spending growth by country:
Germany - €3.7 billion (up 3.5%).
France - down 11.4%, to €1.3 billion.
Italy - up 13.6%, to €1.2 billion.
United Kingdom - down 3.7%, to €3.2 billion.

Who visits Greece the most?

The highest number of tourists come from EU countries, and the statistics for 2024 show the following changes:
Germany: +13.4%, 5.4 million tourists.
United Kingdom: -1%, 4.5 million tourists.
Bulgaria - about 3 million tourists.
Italy: +10%, 2 million tourists.
France: +8.8%, 2 million tourists.
USA: +10%, 1.5 million tourists.
Romania
Serbia - approximately 1 million tourists.

When it comes to tourists arriving by land (totaling 11.4 million in 2024), the largest number of arrivals comes from Bulgaria, followed by Romania. These two countries account for around 50% of all land arrivals. Serbia is following with 1 million tourists.

As for Serbia, official data is awaited, but according to preliminary information, the number of arrivals is increasing and amounts to around 1 million.

Record numbers for off-peak tourism

Greece achieved significant success in promoting off-peak tourism in 2024. The results of the campaign to extend the tourist season show an impressive increase in visits during winter.
December 2024 figures:
Number of tourists: +15.3% compared to December 2023
Total revenue: 435.1 million euros (+33.3%)
Revenue from EU27: 235.3 million euros (+54.6%)
EU27 (non-euro area): €34.3 million (+40.2%)
Non-EU countries: €187.2 million (+14.4%)

November 2024 also saw an increase in the number of visitors and revenue, with 1,280,995 visitors.

Airports as key to success

According to INSETE’s periodic study entitled “International Air Arrivals: 2023-2024”, the total number of arrivals to Greece reached 29.3 million in 2024, reflecting an increase of +2.6 million passengers (+9.7%) compared to the 26.7 million recorded in 2023.

Domestic flights increased by 4.7%, while international flights increased by 4.2%.

Overall, the number of passengers at airports in Greece reached 36 million, an increase of 44.1% in recent years, thanks to investments in infrastructure and concessions such as the one managed by Fraport Greece (of 14 regional airports).

Greece as a destination for retirees

In 2024, Greece continued to promote its offer as an ideal destination for retirees, especially from the EU. The strategy is expected to yield concrete results, contributing to further growth in the tourism sector.

Future outlook: Sustainability and innovation

Greece’s tourism success in 2024 shows that the country not only maintains its popularity but also expands its tourism offering throughout the year. Investments in infrastructure, digitalization, and sustainable tourism, as well as the promotion of off-peak tourism, lay the foundation for further growth in the coming years.

You can view the detailed report from the Bank of Greece on the official website HERE.

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