Lefkada, Greece. Photo: SHUTTERSTOCK The Greek tourism industry continues to perform impressively in 2026. According to data published by the Bank of Greece, the country's tourism revenues totaled €13.52 billion in January-July, up 12% from the same period in 2025.
In July alone, tourism revenues totaled €4.72 billion, up 7.2% from July last year. At the same time, the number of tourists entering Greece fell by 3.1% to 6.55 million. The figure that explains the gap is the average expenditure: a tourist spent €685.4 during his visit in July, a 10% increase compared to 2025.
Since the beginning of the year, there has also been an increase in the number of visitors, 20.04 million tourists, compared to 18.45 million in the same period last year, an increase of 8.6%. Average expenditure per trip rose 2.9% to €642.5.
The UK stands out in particular as a source market. In January-July, British tourists brought in €2.09 billion to Greece, up 23.3%. The US also rose 7.9% to €1.06 billion.
Italy saw a 31.6% jump in tourism revenue, to €828.1 million, while revenue from tourists from Germany remained virtually unchanged at €1.98 billion. Revenue from France, on the other hand, fell by 16.8%, to €623.7 million.