The Greek tourism industry is experiencing a notable revival post-pandemic, as highlighted by Alpha Bank's analysis in its Economic Developments Bulletin. The findings reveal that tourism in Greece has demonstrated a consistent upward trend, achieving historically high levels of visitor arrivals and revenue for the third consecutive year, with projections remaining positive for the upcoming year of 2026. In the January to November period of 2025, Greece welcomed 36.7 million travelers, surpassing the previous year's totals and generating 23 billion euros in revenue, indicating a 2% increase in arrivals and a remarkable 6.5% growth in receipts compared to the total performance of 2024.

Significantly, tourists from Greece's five primary markets—Germany, the UK, Italy, France, and the US—have all contributed to this growth, demonstrating a robust recovery in travel demand. The increase in both arrivals and financial gains underscores Greece's enhanced competitiveness in the global tourism market. This positive trend not only reflects a recovering tourism sector but also signifies the country’s efforts to improve its offerings and attract international visitors in a post-pandemic landscape.

As Greece continues to strengthen its position in the global tourism industry, stakeholders within the country may expect ongoing investments in tourism infrastructure and promotions to further capitalize on this growth. Overall, the findings from Alpha Bank portray a cautiously optimistic outlook for Greek tourism in 2026, given current trends and consumer confidence in international travel.