Photo source: Visit Greece
Greece’s tourism sector continued to grow in 2024, not only maintaining strong summer demand but also experiencing a notable shift toward shoulder-season travel.
The latest European Travel Commission (ETC) Quarterly Report (Q4/2024) highlights Greece’s efforts to extend its tourism season, with flight volumes in Q4 (October-December) rising by 23.7 percent compared to the same period in 2019.
Source: ETC
According to the ETC’s report, this increase suggests that initiatives to attract visitors beyond the summer peak are proving effective, allowing Greece to alleviate some of the overtourism-related pressures experienced during the height of the summer season (July-August).
Tourism performance & Value-driven travel trends
Despite a slightly slower pace of growth in Q4, Greece last year recorded a 13.7 percent increase in arrivals compared to 2019, reinforcing its continued appeal among European travelers.
According to the ETC, tourists in 2024 increasingly prioritized value-for-money destinations, with Greece ranking among the top five European countries for affordability and quality of experiences.
Source: ETC
Key source markets: British, German, French & US travelers
The report also highlights British travelers’ growing preference for Greece, with UK arrivals surging by 28.3 percent compared to 2019.
“This is potentially related to the trends of value hunting and a growing desire to avoid overcrowding and higher summer temperatures,” the report noted.
Source: ETC
Meanwhile, German tourism to Greece remained strong throughout 2024, despite economic uncertainties in Germany.
French tourism to Greece followed a similar pattern, with steady demand throughout the year. While some French travelers showed a growing interest in lesser-known destinations, Greece maintained a strong position in the Mediterranean market.
In contrast, tourism from the United States to Greece showed signs of slowing down toward the end of 2024, despite remaining well above pre-pandemic levels.
Source: ETC
American arrivals dropped from 32.5 percent to 23.8 percent compared to 2019, marking a decline in momentum relative to competitors like Spain and Portugal, which maintained stronger US visitor growth. Air connectivity limitations and economic uncertainties in the US may have contributed to this slowdown.
European tourism: Strong resilience amid challenges
According to the European Travel Commission’s latest research, European tourism remained resilient in the final quarter of 2024, despite economic pressures, geopolitical uncertainties, and inflation-driven travel costs.
Foreign tourist arrivals across Europe increased by 6.3 percent compared to 2019 and by 6.7 percent year-on-year, while overnight stays rose by 5.9 percent from 2019 levels and 4.8 percent compared to 2023.
Tourist spending also increased by 7.8 percent year-on-year, reaching a total of 705 billion euros, as travelers prioritized destinations offering affordability and quality experiences.
Source: ETC
The data suggests that off-peak travel gained traction in 2024, with visitors increasingly opting for lower-cost trips beyond the summer season. While some destinations faced weather-related disruptions, the overall outlook for European tourism remains positive, with strong demand continuing into 2025.
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