Zackynthos, Greece. Photo: Shutterstock The tourism industry in Greece continues to be one of the country's main growth engines. According to a new report published by the Research Institute of the Hellenic Tourism Association (INSETE), tourism contributed approximately €32.4 billion to the Greek economy in 2025, an amount equivalent to 13% of Greece's GDP.
According to the data, when the industry's indirect effects on the economy are also calculated, the total contribution of tourism to the Greek economy is estimated at between 71.3 and 85.9 billion euros, i.e. up to 34.6% of the national GDP.
The bulk of the revenue came from inbound tourism from abroad, which brought Greece 23.6 billion euros, including the cruise industry. In addition, the aviation, domestic tourism, and tourism infrastructure investments contributed additional billions of euros to the local economy.
The report emphasizes that tourism continues to be a major source of employment in the country. During the peak summer season of 2025, up to 750,000 people were employed in the industry and related fields, about 17% of all workers in Greece.
The data also shows that 74% of tourism revenue was generated outside the Athens area, mainly in the southern Aegean islands, Crete, and the Ionian Islands, a figure that illustrates the industry's contribution to the development of the economy in the Greek periphery.
INSETE CEO Elias Kikilias warned that despite the success, the Greek tourism industry faces a shortage of manpower, pressures on infrastructure and regulatory burdens - and called for the promotion of a long-term national plan that will ensure quality and sustainable tourism