With a total direct contribution of €32.4 billion in 2025, an amount equivalent to 13.0% of GDP, the tourism sector demonstrates its significant role as a strategic pillar of growth, competitiveness, resilience, and prospects for the Greek economy within an unstable and constantly changing international environment.
The data comes from a study published by the Institute of the Association of Greek Tourism Enterprises (INSETE) titled “The Contribution of Tourism to the Greek Economy in 2025,” according to which, when the sector’s indirect contribution is also taken into account, the corresponding percentage stands at around 30.0% of GDP. Tourism activity remains primarily export-oriented, as 85% of revenues come from inbound tourism, covering 70% of the goods trade deficit. Furthermore, the sector directly contributed to 17% of employment at its peak in the third quarter of 2025.
The direct contribution of tourism
Regarding the sector’s direct contribution for the previous year, it amounted to 32.4 billion euros and is broken down as follows:
Inbound tourism spending: €23.6 billion (including cruise passenger spending)
Air transport: €3.1 billion
Domestic tourism: €2.5 billion
Domestic value added from investments: €2.4 billion
Cruise line spending: €673 million
In maritime transport: €147 million
It should be noted here that, according to ELSTAT’s first estimate, the country’s GDP at current prices in 2025 stood at 248.4 billion euros, an increase of +4.9% compared to 2024.
The direct impact of tourism increased by +7.3% compared to the €30.2 billion recorded in 2024, with increases in spending on inbound tourism, cruises, air transport, and domestic tourism, and marginal decreases in maritime transport and investments. It is worth noting that total investments amounted to €5 billion, of which approximately €2.4 billion is estimated to constitute domestic value added.
Tourism’s contribution extends across the entire economy
Based on multiplier estimates from IOBE and KEPE, every 1 euro of tourism activity generates an additional 1.2 to 1.65 euros of economic activity. Essentially, for every 1 euro of tourism revenue, the country’s GDP increases by 2.2 to 2.65 euros.
Taking into account the multiplier effects, tourism’s total contribution to the country’s economy in 2025 is estimated to be between 71.3 billion euros and 85.9 billion euros, figures corresponding to between 28.7% and 34.6% of GDP. The corresponding figures for 2024 were between €66.4 billion and €80.0 billion, representing 28.1% to 33.8% of GDP.
A driver of opportunities and growth for the Greek regions
With 74.0% of inbound tourism revenue generated outside Attica, tourism consistently boosts employment and regional development, making a substantial contribution to jobs and income.
The South Aegean (with a 29% share of revenue), Crete (19%), the Ionian Islands (8.0%), and Central Macedonia (7%) account for nearly two-thirds (64%) of revenue, highlighting the potential for further expansion of tourism activity to the remaining regions.
In 2025, employment in the tourism sector remained essentially at the same levels (-0.2%) as in 2024, reaching 400,250 employees, while in the third quarter (Q3) a historic record was set with 475,167 employees, the highest number since the start of the Labor Force Survey. It should be noted that a marginal decrease was recorded in accommodation (-0.8% or -896 employees), while a marginal increase was recorded in food services (+0.1% or +163 employees).
Based on the assumption that accommodation and food services account for approximately 63.3% of tourism spending, it is estimated that at the peak of the season, tourism created up to 750,659 jobs, or 17% of total employment in the country.
On the occasion of the study’s publication,Ilias Kikilias, general director of INSETE, stated:
“In 2025, Greek tourism confirmed its dynamic trajectory and its importance for the country’s economy and resilience. However, this is not a given. It operates in an environment of constant tax burdens, shortages in infrastructure and human resources, inadequate destination management, and misguided or even harmful regulations.
To fully realize its potential, we need a coherent National Plan, organization, effective destination governance, and adequate infrastructure. For sustainable, quality tourism that ensures prosperity for local communities.”