Greece is basking in a new era of success.
According to INSETE, from January to September 2025, the country welcomed 23.8 million international tourists, a 5.5% increase year-on-year. That’s 1.2 million more visitors than in 2024 — and enough to put Greece ahead of Spain and Italy in terms of recovery speed.
Athens and Crete lead the pack
Airports across the country were packed all year.
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Athens Airport: 7 million passengers (+9.6%)
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Thessaloniki: +10%
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Peloponnese: +11%
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Crete: 5 million visitors (+4.6%)
The Cyclades, however, saw a 6.4% decline, with Santorini deliberately limiting arrivals to combat overcrowding.
These figures reveal a conscious effort to distribute tourism more evenly across the country.
Infrastructure under pressure
A new report from the National Bank of Greece (NBG) warns that the island tourism model — which attracts almost half of all foreign visitors — is now under strain.
In high season, Greek islands host around 33 tourists per square kilometer, compared to only 2–3 on the mainland.
Yet, infrastructure spending per capita has remained unchanged for two decades. NBG estimates that €35 billion in new investment will be needed over the next 10 years to make the system “sustainable and resilient.”
That means increasing annual funding from €2 billion to €3.5 billion, modernizing transport, energy, and waste systems.
Fixing the model: from fees to reforms
Experts recommend channeling hotel taxes and cruise fees back into local development, alongside partnerships with the EU and private investors.
Greece’s state asset fund, TAIPED, is already selling marinas and resorts to finance infrastructure upgrades, but the report warns that bureaucracy and fragmented governance slow down progress.
A record year — and a critical crossroads
Tourism contributes €20 billion annually to Greece’s economy and employs one in five citizens.
But rapid growth has its risks. The same natural beauty and hospitality that attract millions could be undermined by overcrowding and resource depletion.
As 2025 draws to a close, Greece faces a defining question:
Can it turn record arrivals into a long-term model of sustainable prosperity?