Karpathos. Photo: Shutterstock Greece recorded a new record in inbound tourism in 2025, with about 38 million visitors and revenues of more than 23.6 billion euros, according to a new report by the Greek Tourism Research Institute, INSETE.
According to the data, the number of tourist arrivals to Greece (excluding cruises) amounted to 37.98 million, an increase of 5.6% compared to 2024 and of more than 21% compared to 2019, before the Corona period. Tourism revenues reached 22.6 billion euros (excluding cruises) and 23.6 billion euros including cruise tourism.
Alongside the positive data, the report points to a worrying trend for the Greek tourism industry: a continued decline in the average length of stay of tourists. In 2025, the average length of stay was 6.1 nights, compared to 7.4 nights in 2019.
INSETE explains that the reasons for this include a global shift toward shorter vacations, rising cost of living in European countries, and the growth of extreme "city break" tourism, especially in Athens. Accordingly, the Attica region, where the capital is located, increased its share of total visits to Greece from 16.2% in 2019 to 23.2% in 2025.
Photo: SHUTTERSTOCKThe report also shows that cruise tourism continues to grow rapidly, with more than 5.3 million cruise passenger arrivals in 2025, more than double the number in 2019. The growth is due, among other things, to the expansion of direct flights between the US and Greece.
The report also notes a change in travel habits: 73.2% of tourists arrived in Greece by flight, compared to only 66.1% in 2019, while land tourism and ferries lost market share.
Among the key markets, the United Kingdom, the United States, and Turkey stood out, contributing a significant portion of the increase in tourism revenue during the year.