British tourists spent more per visit to Greece in 2025 than any other nationality, averaging 729 euros per trip, accord...

British tourists spent more per visit to Greece in 2025 than any other nationality, averaging 729 euros per trip, according to a new study from the Institute of the Greek Tourism Confederation (INSETE). The UK also recorded the highest revenue growth of any major market, up 18% year on year, cementing its place as Greece's top-performing tourism market last year. The study tracked the six countries that together drove nearly half of all arrivals in Greece in 2025. Germany, the UK, the US, France, Italy, and the Netherlands collectively accounted for 47.4% of visits, 57.4% of overnight stays, and 55.5% of total tourism revenue across all 13 Greek regions. Americans remain the highest spenders per overnight stay at 121 euros, and their total revenue to Greece grew 10% despite a slight dip in nights booked. However, they are heavily concentrated in Attica and the South Aegean, with visits to the North Aegean dropping 33% and receipts there collapsing by 45%. Germany sent more tourists overall, up 11%, but they are spending less per trip, down 8.2%, and staying for shorter periods, down 8.3%. At 79 euros per overnight stay, Germans are the lowest spenders among the six markets. They are increasingly exploring Eastern Macedonia and Thrace, which saw German visits surge 44%, while moving away from Thessaly, which dropped 43%. France is shifting sharply toward Athens, with receipts in Attica rising 57%, while Crete fell 10% and the South Aegean dropped 20% in French visits. Italy is following a similar pattern, with Attica and Thessaly receipts up 148% among Italian tourists, even as Crete saw a 20% drop in revenue from Italian visitors. The Netherlands is the only market in decline across all three measures: visits down 5%, nights down 8%, and revenue down 7%, though Dutch tourists still spend an average of 615 euros per trip. #Greece #Tourism #GreekEconomy