The analysis shows that inbound tourists visiting Greece are increasingly taking shorter trips while spending more on a daily basis during their stay. As a result, the duration of holidays has emerged as the key factor influencing the average expenditure per journey in the country.
Between 2015 and 2024, the average expenditure per overnight stay increased by 20.6%, rising from 73.9 to 89.1 euros. This reflects the increase in the daily cost of holidays during the period.
At the same time, the average duration of stay declined by 1.4 overnight stays, from 7.8 nights in 2015 to 6.4 nights in 2024. According to the study, this is the lowest level recorded since the launch of the Border Survey in 2005.
Despite the rise in daily expenditure, the shorter duration of holidays resulted in a marginal decline in the average expenditure per journey. The indicator fell by 1.2% over the period, from 579.6 euros in 2015 to 572.8 euros in 2024.
The study identifies several factors contributing to the decline observed since 2022. One factor is the increasing share of city break trips, combined with a reduction in the proportion of longer leisure holiday trips. Changes in the market mix also play a role, with a growing share of visitors arriving from neighbouring Balkan and Eastern European countries, which are associated with lower average expenditure levels.
Inflationary pressures affecting household finances and disposable income are also highlighted as an important factor. According to the analysis, these pressures have led travellers to adopt more restrained spending choices, particularly by shortening the duration of their holidays rather than reducing their intention to travel.
At the regional level, Attica recorded a notable increase in tourism activity during the period analysed. The region’s share of visits rose from 16% to 22% between 2019 and 2024, while the average expenditure per visit increased by €103.
In parallel with the national analysis, INSETE also conducted a comparative study examining the average expenditure per journey in Greece and Spain between 2018 and 2024. Spain is considered Greece’s main tourism competitor in the Mediterranean.
The comparison shows that the gap between the two countries widened in 2024 in favour of Spain. The difference is linked to longer average trips, higher daily expenditure and a stronger presence of long-haul markets in Spain.
In parallel with the national analysis, INSETE also conducted a comparative study examining the average expenditure per journey in Greece and Spain between 2018 and 2024. Spain is considered Greece’s main tourism competitor in the Mediterranean.
