Visitors to Greece Venturing Beyond the Beach, Says GNTO

Greece is seeing a clear shift in traveller behaviour: tourists are spending more per trip while staying for slightly shorter periods, with growing interest in experiences beyond sun and sea.

Speaking at World Travel Market in London, Greek National Tourism Organisation (GNTO) secretary general Andreas Fiorentinos revealed that average spend per trip has risen by 4% this year, even as the average length of stay has dipped slightly.

“Visitors have become a little more reserved because of the geopolitical situation,” he said, “but they are prepared to pay more for quality services and richer experiences in exchange for shorter holidays.”

“People are no longer just lying on the beach all day,” Fiorentinos continued. “They are adding cultural, culinary, adventure and other activities — exactly the direction we have been working towards.”

He noted that while 48% of visitors still come primarily for sun and sea, the country’s diverse offering is encouraging higher on-the-ground spending.

Record arrivals and stable revenue
Up to the end of August 2025, Greece welcomed 25 million international visitors. Adding the final four months of the year, total arrivals are on track to match or exceed last year’s figures, with expected full-year tourism revenue holding steady at around €22 billion.

Bookings for 2026 and even 2027 are already looking strong, helped by airlines extending seasons and adding new routes. Examples include Jet2’s new services to Samos from two UK bases and planned flights to Thassos (via Kavala) from 2027.

UK market remains concentrated — but opportunities abound
Despite the growth, the British market is still heavily focused on just six regions: Crete, the Dodecanese, Athens, the Northern Aegean, Central Greece and the Ionian Islands.

Fiorentinos highlighted untapped potential in areas largely overlooked by UK visitors, pointing to the recent Hays Travel Conference in the Peloponnese as a successful showcase of a “new” region for many agents.

He was particularly enthusiastic about Thessaloniki as a city-break destination:
“Thessaloniki is fantastic for a long weekend — Mount Olympus, the Royal Tombs of the Macedonians, 15 UNESCO sites, a brand-new metro, and an outstanding food and wine scene. Next year it will be one of Greece’s official gastronomic highlights.”

New tools for the trade
To help tour operators and agents capitalise on these opportunities, the GNTO is creating a comprehensive national events calendar. The map will flag key weekends and weeks tied to film festivals, marathons, music events, wine tastings and more, making it easier to target specific interest groups and boost shoulder-season and off-peak travel.

“With the right packaging,” Fiorentinos concluded, “these events are a fantastic way to bring people to Greece all year round.”

/Ancient shipwreck off Peloponnese had a cargo of amphorae

Tags:
adventure tourism Greece, Andreas Fiorentinos, beyond the beach, culinary tourism Greece, cultural tourism Greece, experiential travel Greece, GNTO, Greece 2025 arrivals, Greece events calendar, Greece tourism, Greek, Greek National Tourism Organisation, Peloponnese tourism, Thessaloniki city break, tourism revenue Greece, World Travel Market