March was a “strong” month for Greek tourism, despite the geopolitical instability caused by the conflict in the Middle East, with spending by travelers visiting our country showing double-digit growth both in the first month of spring—which traditionally marks the start, albeit tentative, of the tourist season—and in the January - March showing double-digit growth.
In March alone, the average expenditure per trip by non-residents in Greece stood at 515 euros, compared to 452 euros in 2025, representing a 13.8% increase. Despite the crisis in the Middle East, in March all major markets, with the exception of France, which recorded a marginal decline of 0.3%, showed positive growth in total spending.
It should be noted that on a quarterly basis, average spending increased by 19.9%year-over-year.
The picture by market
In terms of markets, American travelers recorded by far the highest average spending, with the figure for the first quarter of the year reaching 1,000 euros, an increase of 16% compared to the same period last year, when revenue from the American market had reached €863.
It should be noted that the number of travelers from across the Atlantic, both on a quarterly basis and on a monthly basis (i.e., March), recorded a decline of -8.6% and -6.8%, respectively.
The Italian market, however, recorded the largest percentage increase. According to data from the Bank of Greece, Italians spent an average of 713 euros this year compared to 535 euros during the same period in 2025, amounts that correspond to a 33% annual increase.
There was an increase in arrivals, with the Italian market recording the highest growth in March at 62%. It should be noted that last March, Italians spent a total of twice as much—58 million euros—compared to the same month last year, when they had spent 29 million euros.
The French market was also among those that boosted tourism revenues. More specifically, French tourists spent €585 in the first quarter of this year compared to €536 in the same period last year, representing a 9% increase year-over-year.
Who Cut Back
On the other hand, one of Greece’s two main tourist markets, Germany, significantly cut back on spending compared to last year.
More specifically, Germans spent an average of just 412 euros during the January–March quarter, a figure that ranks them second among the markets with the lowest budget. It should be noted that last year their spending stood at 470 euros, meaning the amount was down by 12%.
Spending also decreased in European Union countries outside the eurozone, namely the Czech Republic, Hungary, Sweden, Poland, Romania, and Denmark. Based on available data, travelers from these countries spent €338, down from €369 in 2025, cutting their spending by 8% year-over-year.
The “Puzzle” of the British
At the same time, the significant increase recorded by the British market—the other major driving force behind Greek tourism—is noteworthy.
According to Bank of Greece data, British travelers spent an average of over 1,000 euros in January and February —specifically 1,056 euros, up from 394 euros in the same two-month period of 2025— indicating a… remarkable increase of 168% year-over-year.
On a quarterly basis, British spending averaged 853 euros, up from 422 euros in the corresponding quarter of 2025, indicating more than a doubling.
In any case, due to the large increases that show significant month-to-month fluctuations, it cannot be ruled out that there will be statistical adjustments in the final figures for the quarter.