Greece, the number of tourists increases by over 22% - Only Serbia and Malta recorded better results in Europe
Greece has seen one of the biggest increases in international arrivals in Europe compared to 2019. The country also appears to be benefiting from new trends shaped by climate change and technology, while remaining competitive in terms of prices against old rivals such as Turkey. A large share of German travelers are now choosing Greece over Turkey.
These are some of the findings of the quarterly report of the European Travel Commission (ETC). Greece's performance ranks among the best. By mid-2025, international arrivals to the Hellenic country had increased by 22.4%, compared to 14.9% in Spain, 20.4% in Portugal and 13.5% in Italy. The only European countries that recorded a higher increase than Athens are Serbia with 30.3% and Malta with 45%.
Weather phenomena and tourism overload in certain destinations and periods again affected many travelers this summer and became the main topic of discussion about traveling in Europe. Online discussions, mainly on social networks, recorded and analyzed by specialized companies, are one of the most reliable ways to assess the image of any destination.
The report's data shows that many travelers are considering changing the period when they travel: 28% of eight major traveler markets plan to shift their trips to other months over the next two years, mainly to avoid crowds, save money and escape extreme temperatures.
Travelers are increasingly using digital tools to make smarter choices. The use of artificial intelligence in travel planning has almost doubled, rising from 10% a year ago to 18% in 2025, led by Gen-Z and Millennials. The countries that use the new technology the most are China (40%) and the US (27%).
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