Greece is experiencing a remarkable upswing in the tourism sector in summer 2025. July proved to be the strongest month of the season so far, with nearly 5,3 million airline seats offered, setting the tone for a robust performance in August, according to data from INSETE, the research institute of the Hellenic Tourism Federation (SETE).
Analysis of international flight capacity shows a significant increase compared to the previous year, with the British and German markets continuing to lead the way. Countries such as Israel, Turkey, and the United States are seeing notable increases, while some Eastern European markets are experiencing slight declines. Athens remains the undisputed top destination, but island destinations such as Santorini are showing mixed developments.
July 2025: A month of records for Greek air traffic
July 2025 marked a peak in the tourism development of Greece. According to data from INSETE's Air Data Tracker, international flight capacity for that month reached an impressive 5.299.114 seats . This represents an increase of 3,8 percent compared to the same month in 2024, when 5.103.185 seats were available. These figures highlight the continued high demand for Greece as a travel destination and the airlines' ability to meet this demand through increased capacity.
As early as the first week of July, seat availability was forecast at 1.165.638, with peak capacity expected for the last week of the month at a projected 1.209.409 seats. Such forecasts are based on airline schedules and reflect the industry's confidence in the Greek tourism industry. This increase in capacity is not only a quantitative measure but also an indicator of economic recovery, as more airline seats typically also mean higher revenues for the tourism sector, a fundamental pillar of the Greek economy.
Traditional markets and their development
The analysis of tourists’ countries of origin shows a continued dominance of traditional key markets for Greece:
- United Kingdom: The United Kingdom remains Greece’s leading source market. 1.017.100 airline seats offered This market recorded an increase of 3,5 percent year-on-year. The close cultural and tourist ties between Great Britain and Greece appear unbroken, with many British travelers choosing the Greek islands and mainland as their preferred holiday destination for decades.
- Germany: Germany follows closely behind with 796.433 seats, which represents an increase of 1,9 percent German tourists have traditionally been a very important pillar of Greek tourism, known for their preference for beach holidays, cultural exploration, and Greek hospitality.
- Italy: Italy ranks third with 587.019 seats and a plus of 3,4 percent. The geographical proximity and cultural connections contribute significantly to Greece's popularity among Italian travelers.
- Netherlands: The Netherlands also recorded solid growth of 2,6 percent, with a total of 217.933 seats.
One notable disappointment is the French market , which, despite its important role, experienced a 4,4 percent decline in the 325.506 seats offered. The reasons for this decline could be manifold, ranging from changing travel preferences to specific capacity adjustments by airlines on these routes.
Slight declines were also recorded from some Eastern European countries: Poland saw a decrease of 11,9 percent, the Czech Republic a decline of 8,9 percent, Romania 4,5 percent, Denmark 7,2 percent, and Finland 8,4 percent. These declines could be attributed to various factors, such as a shift in preferences towards other destinations, economic developments in the respective countries, or adjustments to flight offerings by the airlines.
Emerging and resurgent markets: new growth engines
Several emerging and resurgent markets are showing particularly dynamic growth this summer , exhibiting remarkable growth rates:
- Israel: Israel recorded the most notable increase in capacity this July, reaching 243.447 seats – an impressive plus of 41,4 percentThis strong increase underscores the continued desire of Israelis to travel despite regional tensions and the attractiveness of Greece as a nearby and safe travel destination.
- Turkey: Turkey follows with 98.019 seats and an increase of 30,3 percentThis indicates increased air connectivity and possibly increased demand for cultural and leisure travel between the two neighboring countries.
- United States: The United States also showed strong growth of 21,5 percent, With 129.250 seatsNorth American tourists, attracted by Greece's history, islands, and hospitality, are increasingly contributing to tourism, often supported by the resumption and expansion of direct air services.
Greece is also experiencing strong growth from the Caucasus region : Armenia saw an increase of 94,8 percent , while Georgia grew by 60,7 percent . These regions are often still developing their tourism links with European destinations, which explains the high growth potential.
Other rapidly growing markets include Saudi Arabia (42,7 percent), China (37,7 percent), and Moldova (45,5 percent). The growth from Saudi Arabia reflects Greece's efforts to attract the expanding luxury tourism market and the travel appetite of the Middle East. The increase from China, while high in percentage terms, is likely still on a relatively small absolute basis, but indicates potential for future development as Chinese travelers increasingly explore international destinations.
A particular highlight is Ethiopia , which saw a 50 percent increase in capacity . This growth is directly attributable to the direct Athens-Addis Ababa flight route introduced by Ethiopian Airlines in the spring , which strengthens connections between Africa and Greece and opens up new travel flows.
Top Greek destinations: Athens dominates, islands with mixed results
According to INSETE's Air Data Tracker, Athens continued to dominate as Greece's top air travel destination, boasting an impressive 1.599.496 international seats . As the country's capital and cultural center, Athens not only attracts city tourists but also serves as a vital hub for onward travel to the islands. Investments in the city's infrastructure and cultural offerings are clearly paying off.
The most popular island destinations follow with high seat numbers:
- Heraklion (Crete): 741.622 seats, an increase of 2,2 percent. Crete remains one of the most popular islands, known for its size, diversity, and historical sites.
- Rhodes: 567.073 seats.
- Korfu: 472.400 seats.
- Thessaloniki: 377.480 seats (important hub for Northern Greece).
- Kos: 286.311 seats.
- Chania (Crete): 278.136 seats.
Despite their international appeal and popularity, Santorini and Mykonos had mixed results. Santorini saw a decline of 9,2 percent (173.069 seats), while Mykonos experienced modest growth of 0,9 percent (168.712 seats). This trend could indicate oversaturation or increased prices in these exclusive destinations, prompting some travelers to choose alternative, perhaps cheaper or less crowded islands. It could also be a deliberate management of capacity to regulate visitor numbers and maintain the quality of the tourism experience.
Outlook for August 2025: Strong end to the season expected
August is expected to conclude the 2025 summer season in Greece with a strong result. Total seating capacity for this month is projected to reach 5.378.361 . This would represent a 5 percent increase compared to August 2024, when 5.123.615 seats were available. This forecast underscores the expectation that the growth trend in Greek tourism will continue throughout the peak summer season.
The Greek government and tourism associations have made significant efforts in recent years to diversify the tourism sector and extend the season. These include investments in new infrastructure, the promotion of alternative forms of tourism beyond pure beach holidays, such as cultural or active tourism, and targeted marketing campaigns. The available data for July and the forecasts for August show that these efforts are bearing fruit, with Greece consolidating its position as one of the top tourist destinations in Europe and worldwide. Continuously adapting to changing travel preferences and developing new source markets will continue to be crucial for the continued success of Greek tourism.