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Greece generated $7.66 billion in tourism revenues in the first half of 2025, an 11% year-on-year increase, as overall visitor numbers rose only modestly and Turkish arrivals declined following a record surge in 2024, local media reported.
In 2024, the number of Turkish holidaymakers crossing the Aegean Sea to the Greek islands had risen by an unprecedented 93% to 1.15 million, an all-time high.
However, Greek media reported that the figure fell well short of that record in the first half of 2025, apparently due to the euro’s sharp appreciation—up 14% against the U.S. dollar and 30% against the Turkish lira year-to-date.
Total arrivals in the first six months reached 11.69 million, only slightly higher than 11.63 million a year earlier, Kathimerini reported.
However, average spending per visitor rose to €622.70 ($729.96) from €565.40, supported by stronger demand from long-haul travelers such as Americans and fewer low-spending tourists from neighboring countries.
The United States recorded the sharpest gains, with arrivals up 20% to 694,100 and revenues rising 29.4% to €704.3 million.
Per capita spending by U.S. tourists averaged €1,014.69, 63% above the overall average. Germany contributed $1.37 billion in revenues, a 13.5% increase, while the United Kingdom followed with $1.08 billion, up 7.3%.
France generated $455.9 million, a 2.1% rise, and Italy provided $344.7 million, up 9% from a year earlier.
Europe’s largest tourism services provider, TUI AG, said growing interest in Greece’s and Türkiye’s Aegean coasts is extending demand into the autumn and winter seasons.
Chief Executive Sebastian Ebel told Kathimerini in an earlier interview that hotels along the coasts are expected to remain open through November, with some extending operations into January.
He added that dynamic packaging—where travelers select their own mix of flights, accommodation, and activities—is becoming a key focus, with TUI expecting it to make up 50% of its offerings by 2026, compared with 25% in 2025.
During the first half of 2025, Türkiye generated $25.6 billion in tourism revenues, with per capita overnight spending reaching $110.3.
The most popular destinations for overnight stays remained Antalya, Aydin and Mugla, measured by foreign visitor numbers and hotel occupancy rates.
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