2024 Greece Tourism Report: Germany, UK Lead Arrivals to Greece; Crete Tops Visitor Spending

• 6 June, 25

According to the 2024 annual tourism report by INSETE, the research arm of the Greek Tourism Confederation (SETE), Germany and the UK remain the top sources of inbound tourism to Greece, while Bulgaria ranks third thanks to convenient land access. The report provides detailed insights into visitor numbers, length of stay, and tourism revenue across Greece’s 13 regions.

Inbound Visitors Reach 39.4 Million, Germany Remains Top Market

In 2024, Greece welcomed 39.4 million tourist arrivals, an 8.9% increase compared to 2023. The number of actual individual visitors was 35.95 million, up 9.8%. On average, each tourist visited 1.09 regions of Greece.

• Germany ranked first with 5.67 million visitors (+12.9% YoY).
• United Kingdom came second with 4.69 million visitors, though this marked a 3.3% decline.
• Bulgaria ranked third with 2.97 million visitors (+1.9%), mainly due to land-border travel.

Long-Haul Visitors Explore More Regions – U.S. and Australia Lead

Travelers from long-haul markets such as the U.S., Australia, and Canada tend to explore multiple regions during their stay:

• U.S. and Australian tourists visited an average of 1.51 regions (Australian figures down from 1.76 in 2023).
• Canada: 1.38 regions
• Spain: up to 1.31 from 1.26
• Other above-average countries:
  • Ireland: 1.17
  • France: 1.15
  • Switzerland: 1.14
  • Netherlands: 1.12
  • Turkey & Italy: 1.11 each

Crete Leads in Per Capita Spending, North Aegean Sees Highest Growth

National average tourist spending: €523 per visitor (-4.2% YoY).

• Highest per capita spending: Crete (€767)
• Lowest per capita spending: Epirus (€192)

The North Aegean region saw the largest growth in visitor numbers (+40.1%) and had the longest average stay, at 10.6 nights. Epirus also saw a 4% increase in average stay, now at 2.6 nights.

In total, 231 million overnight stays were recorded in 2024, a 1.4% increase year-over-year. North Aegean recorded a 50.8% jump in overnights.

Spending Per Overnight Stay: South Aegean Leads

• National average: €89 per night
• Top region: South Aegean (€111/night)
• Next highest: Crete and Attica (Athens region)
• Lowest: Central Macedonia (€48/night)

Tourism Revenue Highly Concentrated: Five Regions Generate Over 89%

More than 89% of tourism revenue was concentrated in the following five regions:

• South Aegean: 27.6%
• Attica: 23.1%
• Crete: 22.2%
• Ionian Islands: 9.6%
• Central Macedonia: 7.2%

Despite a slight decline in average stay duration, the report highlights strong visitor mobility and persistent demand, underscoring the resilience and growth potential of Greece’s tourism sector in 2024.

INSETE’s second part of the report is expected soon and will detail the top five international markets generating the most tourism revenue for Greece in 2024.

Cre: news.gtp.gr