As summer fades in northern climes, Greece still sizzles, cementing its status as the Mediterranean’s tourism king. New figures from INSETE highlight a remarkable 23.8 million international tourist arrivals between January and September – that’s a 5.5% jump, or around 1.2 million extra people, compared to last year.
The growth isn’t just strong – it’s outpacing the likes of Spain and Italy. It also shows how well Greece is bouncing back, drawing crowds to its sunny beaches and historic spots.
Record Numbers of Tourist Arrivals for Athens and Crete
The numbers show a big enthusiasm for Greek getaways. Airports were busy all year, with a 4.8% rise early on, then 5.9% later. But the biggest jump came in July-September, with 13.5 million arrivals showing Greece’s appeal in summer.
August saw a 6.2% rise, with Athens airport leading at 7 million, up 9.6%. Thessaloniki also did well, up 10%, and the Peloponnese grew by 11%. Crete was top island destination with 5 million visitors, up 4.6%, thanks to its beaches and history. The Dodecanese and Ionian Islands did well too, though it wasn’t all good news: The Cyclades fell 6.4%, mainly due to Santorini limiting tourists.
This increase shows Greece is trying to spread tourism around. “It’s a steady market, able to survive economic issues and attract investors,” INSETE said, mentioning Aegean Airlines’ new routes and restored long-distance flights to Athens and Heraklion. Thanks to the demand from North America, some think Greece might become the top Mediterranean airport hub by the end of the year, beating even Turkey.
Problems Beneath the Surface
Despite the success of tourist arrivals, a report from the National Bank of Greece (NBG) suggests potential problems. The current island tourism model, which brings nearly half of foreign visitors, could be in trouble. With rising tourist arrivals, island infrastructure is struggling and needs about €35 billion over the next decade to stay competitive.
The situation is tough: In peak season, there are 33 tourists per square kilometer on the islands, compared to just 2-3 on the mainland. Surprisingly, infrastructure spending per person has been the same as on the mainland for twenty years, affecting transport, energy, water, and waste systems. Spending needs to rise from €2 billion to €3.5 billion yearly to make infrastructure “sustainable and resilient.”
Click here to preview your posts with PRO themes ››
The Greek wealth fund TAIPED is selling tourist assets like resorts and marinas to fund improvements. But the NBG report says that money isn’t enough. The main issue is slow governance, with divided responsibilities and understaffed local teams delaying projects.
From Fees to National Overhaul
There is hope in practical solutions. The NBG suggests using hotel taxes and cruise fees to reinvest, along with partnerships and EU funding. But the key is to restructure the national infrastructure. Greece’s tourism story in 2025 is a complex one, a blend of celebration and serious questions about the future. Initial figures suggest the industry brings in over €20 billion each year, fueling about 20% of the country’s economy and providing jobs for one in five Greeks. However, this rapid growth also presents a risk. The very charm that attracts around 40 million tourists annually – the clear blue Aegean Sea, authentic villages, and the culture of *philoxenia* (that’s hospitality, by the way) – could be damaged by uncontrolled development.
So, as the season changes, Greece faces a crucial decision. Can it leverage this unprecedented success to create a more sustainable and fair tourism model? INSETE’s optimistic reports point to positive trends in diversification and investment. Yet, the National Bank of Greece’s call for €35 billion in investment, alongside strong governance, is a reminder: Real progress isn’t only about increasing the number of flights landing; it’s about ensuring the long-term well-being of the destinations those flights serve. An overarching organization with regulatory control, handling both project design and practical implementation, might really speed things up.