Tourists during winter at the Acropolis, Athens.
Greece has been rated among Europe’s top five destinations for value-for-money in early 2025 (January-March), according to the latest “European Tourism: Trends & Prospects” report released by the European Travel Commission (ETC).
Alongside Italy, Cyprus, Malta, and San Marino, Greece received high praise in guest reviews for offering affordable yet high-quality travel experiences – a key asset in a year when international tourist arrivals to Europe overall rose by just 4.9 percent in Q1, and value-driven travel continues to shape demand amid economic uncertainty.
Source: ETC
The value recognition aligns with a broader trend of resilience and growth.
According to ETC data, Greece’s international arrivals in 2024 were up 14.7 percent compared to 2019, and up 9.8 percent over 2023 – a performance well ahead of the European average. This momentum has carried into 2025, with January arrivals rising 24.5 percent over the same month in 2019, and 11.4 percent compared to January 2024.
Despite shifting traveler preferences toward off-the-beaten-path or cooler destinations, Greece – along with Malta, Serbia, and Spain – continued to outperform the regional average. The report attributes this to Greece’s growing reputation for value, extended season offerings and strong air connectivity.
UK and German markets drive early 2025 growth for Greece
Source: ETC
A standout highlight from the report is the 110.5 percent year-on-year increase in UK arrivals to Greece in Q1 2025 – one of the sharpest spikes across Europe. Analysts cite a favorable exchange rate, improved shoulder-season air service, and the enduring appeal of Greek destinations among British travelers.
German arrivals to Greece also rose by 35.3 percent, marking continued strength from this key market. Together, these figures reflect how Greece is benefitting from a diversified and stable visitor base, particularly among Northern Europeans seeking quality travel at reasonable prices.
Seasonal decline from French market
Source: ETC
In contrast, the report recorded a significant decline in arrivals from France, with numbers falling more than 40 percent year-on-year during the winter period. This drop is largely attributed to seasonal travel patterns and broader declines in Mediterranean travel during off-peak months. While the French market is expected to rebound in summer, potential rail and air travel disruptions across France, Italy, and Greece between April and June could influence booking behavior and Easter holiday flows.
11.2% drop in arrivals from US
Source: ETC
While Greece registered strong growth from its European neighbors, arrivals from the United States declined by 11.2 percent during the first quarter of 2025 (January–March) compared to the same period in 2024, according to TourMIS data. The drop reflects broader concerns in long-haul travel linked to economic and geopolitical uncertainty, which impacted multiple European destinations. While most destinations in Europe recorded growth from the US market, Greece was among the exceptions – underlining the uneven effects of emerging transatlantic challenges.
By contrast, destinations such as Malta, Cyprus and Türkiye recorded stronger early-season performance from the US market.
Steady growth in short-term rentals
Source: ETC
ETC’s report also shows that Greece’s accommodation offer continues to expand steadily.
As of February 2025, the country recorded a 10 percent year-on-year increase in short-term rental supply compared to February 2024, according to Lighthouse data presented in the ETC report. This places Greece slightly above the European average growth rate of 5.9 percent, highlighting continued interest in alternative lodging options across the country.
Outlook: Greece maintains strong position amid regional volatility
The ETC report places Greece among the European destinations that have already surpassed pre-pandemic international arrival levels and are expected to remain resilient even under less favorable global travel scenarios.
According to ETC’s data, supported by a combination of value-for-money perception and stable demand from key source markets, Greece enters the main tourism season with a solid performance foundation.
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