American Tourists Lead Greece Spending Amid Rising Island Demand

Greece continues to be a major player in global tourism for 2025, with American tourists emerging as the highest spenders, averaging about $3,040 each, often opting for luxury travel and diverse experiences beyond the typical beach vacation. The surge in Greek tourism is also reflected in rising interest in specific destinations like Paros, which has seen a 283% increase in holiday searches, challenging more established spots like Mykonos and Santorini. European travelers, especially Germans, are increasingly favoring Greece over traditional destinations like Turkey due to better value and a rich cultural and natural offering. Additionally, family and multigenerational travel trends are shifting towards meaningful experiences, with European cities including Athens gaining popularity as immersive travel destinations. Meanwhile, Greek travelers themselves are expanding their horizons, showing a significant rise in interest in Asian destinations such as Thailand, Indonesia, and Malaysia for their summer getaways. Together, these trends underscore Greece's multifaceted appeal as both a destination and a source market in the evolving landscape of international travel.