Greece: Tourist arrivals increased by 5.5 percent

As summer fades away in northern climes, Greece continues to heat up and solidify its status as the king of Mediterranean tourism. New figures from INSETE show a remarkable 23.8 million international tourist arrivals between January and September – that’s a 5.5% increase on the previous year, or around 1.2 million extra people.

Growth isn’t just strong – it’s growing like Spain and Italy. It also shows how well Greece has bounced back, attracting crowds to its sunny beaches and historic sites.

Record number of tourist arrivals for Athens and Crete

The numbers show a huge appetite for a Greek exit. Airports were busy all year, with an initial increase of 4.8%, followed by 5.9%. But the biggest jump came in July-September, with 13.5 million arrivals showing the appeal of Greece in the summer.

August saw a 6.2% increase, with Athens Airport leading the way by 7 million, up 9.6%. Thessaloniki also did well, rising 10%, and the Peloponnese grew 11%. Crete was the top island destination with 5 million visitors, up 4.6% thanks to its beaches and history. The Dodecanese and Ionian Islands also did well, although it wasn’t all good news: the Cyclades fell by 6.4%, mainly due to the restriction of Santorini.

This increase shows that Greece is trying to spread tourism around. “It is a stable market, able to survive economic issues and attract investors,” INSETE said, noting Aegean Airlines’ new routes and resumption of long-haul flights to Athens and Heraklion. Thanks to North American demand, some think Greece may become the Mediterranean’s top airport by the end of the year, even beating Turkey.

Problems below the surface

Despite the success of tourist arrivals, a report from the National Bank of Greece (NBG) suggests potential problems. The island’s current tourism model, which brings in almost half of its foreign visitors, may be in trouble. With the influx of tourists, the island’s infrastructure is struggling and needs around €35 ​​billion over the next decade to remain competitive.

The situation is dire: during high season, there are 33 tourists per square kilometer on the islands, compared to only 2-3 on the mainland. Surprisingly, infrastructure spending per person has remained the same on the mainland for twenty years, affecting transport, energy, water and sewage systems. Spending should rise from €2 billion to €3.5 billion a year to make infrastructure “sustainable and resilient”.

Greek asset fund TAIPED sells tourism assets such as resorts and marinas to finance improvements. But the NBG report says the money is not enough. The main issue is slow governance, delaying projects due to fragmented responsibilities and understaffing of local teams.

From fees to national restructuring

Hoping for a practical solution. NBG proposes to use hotel taxes and cruise fees for reinvestment with partnership and EU funding. But the key is rebuilding the national infrastructure. The story of Greek tourism in 2025 is a complex one, a mix of celebration and serious questions about the future. Preliminary figures suggest the industry brings in more than €20 billion annually, fuels around 20% of the country’s economy and provides employment to one in five Greeks. However, this rapid growth also presents a risk. Much of the charm that attracts around 40 million tourists a year – the clear blue Aegean Sea, the authentic villages and the *philoxenia* culture (which is hospitality) – could be damaged by uncontrolled development.

So, as the weather changes, Greece faces an important decision. Can it leverage its unprecedented success to create a sustainable and fair tourism model? INSETE’s optimistic reports indicate positive trends in diversification and investment. Still, the National Bank of Greece’s call for €35 billion in investment, alongside stronger governance, is a reminder: real development isn’t just about more flights; It is about ensuring the long-term prosperity of the destinations these flights serve. An overarching agency with regulatory control, managing both project design and practical implementation, might actually speed things up.