Greece's tourism competitiveness is significantly improving post-pandemic, with record performances expected for 2025 and promising outlooks for 2026 according to Alpha Bank.
Greece's tourism sector has shown remarkable resilience and competitiveness on the global stage post-pandemic, as highlighted by Alpha Bank's economic report. The report notes that in 2025, the country witnessed a record surge in travel arrivals and revenue, maintaining an upward trajectory for the third consecutive year. Between January and November 2025, Greece welcomed 36.7 million travelers, with total tourism revenue reaching 23 billion euros, surpassing 2024's performance by 2% and 6.5% respectively for arrivals and revenue.
The analysis indicates strong growth from Greece's top five tourist markets, which include Germany, the United Kingdom, Italy, and France. This uptick in tourism is attributed to the country's ongoing investment in enhancing its infrastructure and services to cater to international visitors, making it a more appealing travel destination. The positive trend reflects a larger scope of recovery in global tourist flows and showcases Greece's strategic positioning in the international tourism landscape.
Looking ahead to 2026, the forecasts remain optimistic as experts anticipate continued growth in visitor numbers and expenditures. This optimistic outlook is crucial, not just for bolstering Greece's economy but also for sustaining the livelihoods of those dependent on tourism-related sectors. As Greece solidifies its reputation as a premier destination, ongoing challenges remain, primarily regarding sustainability and managing the impacts of overtourism.
