Record Tourism
at What Cost?

Greece welcomed 32 million international visitors in 2025, generating €22 billion in tourism revenue — both all-time records. Tourism accounts for approximately 25% of Greek GDP and employs, directly and indirectly, around one in four Greek workers. It is not merely an important industry; it is the foundation of the modern Greek economy.

The growth has been driven by a combination of factors: the post-pandemic rebound in international travel, Greece's growing reputation as a premium destination, the expansion of direct flight connections from North America and Asia, and the increasing popularity of the shoulder seasons as travellers seek to avoid the peak summer crowds.

The revenue per visitor has also increased significantly, reflecting a deliberate strategy by the Greek tourism authorities to attract higher-spending visitors rather than simply maximising numbers. The average spend per tourist in Greece is now among the highest in the Mediterranean.

The success of Greek tourism has come with a cost. Santorini and Mykonos — the two most visited islands — are experiencing levels of visitor pressure that are straining infrastructure, driving up property prices and the cost of living for residents, and threatening the very qualities that make them attractive in the first place.

Santorini has introduced visitor caps for cruise ship arrivals, limiting the number of day-trippers who can disembark at any one time. The measure has been welcomed by residents and hoteliers who argue that the island's carrying capacity has been exceeded, but criticised by the cruise industry and some tourism operators.

The broader question — how Greece manages the tension between the economic imperative of tourism and the social and environmental costs of overtourism — is one of the defining policy challenges of the coming decade. The answer will shape not just the tourism industry but the character of the Greek islands themselves.