Tourists from Italy, France, and Germany chose one European country in droves this summer. The Bank of Greece has released tourism data that revealed a surge in tourism.

The data reveals that travel revenue rose by 8.8% in June 2025 and by 11% during the first six months of 2025, compared to the same periods in 2024. Revenue from travel by EU residents grew by 5.5%, reaching £1.51 billion, while revenue from visitors outside the EU rose by 12% to £1.21 billion. This is mainly due to the increase in spending by Europeans, up 13.5% for a total of £1.22 billion. German spending increased by 18.6%, French by 19.9%, and Italian by 25.7%. Brits spent just 3% more than last year, but Americans spent 64.7% more. Net earnings from tourism services offset 94.4% of Greece’s goods trade deficit and made up 92.6% of total net service revenues.

However, this increase comes as studies show that one in two Greeks will not go on holiday this year. The average salary remains low, outpaced by inflation rates higher than in other EU countries.

Takis Kalofonos, chief financial adviser at EEKE, the union of working consumers of Greece, said: “Whereas 10 years ago people would take 20 or even 30 days off, this summer it’s less than a week. The Cyclades and islands further out are a distant dream for many Greeks. 

“Who can pay £390 on boat tickets, which is what it would cost a family of four with a car, when the average salary is £1162 a month?”

The European Statistics agency, Eurostat, similarly found that 46% of Greeks – 19% higher than the rest of the EU – were unable to afford a one-week holiday last year. 

And an Alco poll in June revealed rocketing accommodation costs, ferry fares and restaurant prices as the main impediments to travel. “Greeks are being priced out of enjoying what was a cultural and religious tradition, the August holiday,” said Professor Christos Pitelis.

The expert on industrial economics and the tourism and hospitality sector at the University of Southampton said: “Dwindling disposable incomes make this an experience many simply cannot afford.”