More travelers but fewer overnight stays, offers deployed at the start of the season under the shadow of tensions in the Middle East, and a strong wave of last-minute bookings that largely made up for lost ground, made up the puzzle of this year’s tourist season, which, despite the initial hesitation, picked up speed at its peak.
At the heart of summer, occupancy rates rose to high levels in several of the country’s most popular tourist destinations, with the smaller islands gaining points in air arrivals.
Behind the increase in traffic, however, a trend emerged with particular weight for tourism revenues, as travelers may have been more numerous, but they stayed fewer days and in several cases were more frugal in their spending. Hence, estimates for the final economic footprint of the year remain uncertain, with high operating costs in any case putting pressure on the profitability of tourism businesses.
The start of the season
Before the “strong” peak, there had of course been a much more nervous spring. The geopolitical crisis in the Middle East and the uncertainty it caused in bookings led entrepreneurs in popular destinations to react quickly and proceed with “generous” discounts in March and April.
However, along the way, the initial concern subsided thanks to the acceleration of bookings. Beyond the offers, important “fuel” for the recovery in bookings came from more flexible cancellation policies, which made the decision easier for travelers who hesitated to commit months before their holidays.
Positive sign at the heart of summer
The picture at the peak of the season is reflected in the data of the Institute of the Association of Greek Tourism Enterprises (INSETE), according to which in July international air arrivals at the country’s main airports exceeded 5 million, up by 3.2% compared with the corresponding month of 2025, while in August they stood close to 4.9 million, recording an increase of 2.7%.
The increase, however, was not distributed evenly across the tourism map. Among the destinations that stood out during the hot two-month period of July - August were several islands with a smaller tourism footprint compared with the usual suspects. Samos and Skiathos maintained double-digit growth rates in both July and August, while Kefalonia also moved particularly positively.
In August, in fact, the rise in international arrivals reached +17.2% in Samos, +15% in Skiathos and +15.3% in Kefalonia.
Mykonos also recorded an increase in both months, with August closing at +8.5%, in contrast to Santorini, where international air traffic remained essentially stagnant. Athens also moved in the opposite direction, with international arrivals declining by 4.2% in August.
In the major island “engines” of Greek tourism, however, the sign remained positive. Crete, Rhodes and Corfu increased their air traffic, while high hotel occupancy rates completed the positive picture at the peak of the season.
More, but for less time
In Crete, Chania was the one that stepped on the gas more. In the eight-month period from January to August, international arrivals at the airport reached 1.28 million, up by 9.9%, while in Heraklion they exceeded 3 million, recording an increase of 5%.
On the other hand, the shorter duration of holidays was one of the main characteristics of this year’s season, with the president of the Chania Hoteliers Association, Manolis Stamatakis, pointing out to Euro2day.gr that the average length of stay has now fallen below eight days, with visitors at the same time appearing more restrained in their spending.
According to him, the reduction in the average stay is also contributed to by the development of the short-term rental market. Despite the compression in overnight stays, however, he conveys an upward picture for Crete’s tourism revenues, estimating that this year is moving with about 400 thousand more arrivals.
Rhodes also passed through the peak with high occupancy rates, as estimates point to an increase of about 3% in both arrivals and hotel revenues. Occupancy for the season as a whole exceeded 80%, according to the president of the Rhodes Hoteliers Association, Giannis Papavasileiou.
“From July through September, traffic developed very well,” says G. Papavasileiou, something that is also reflected in air passenger traffic, which maintained a positive sign in both peak months. Specifically, international arrivals increased by 5.3% in July and by 3.8% in August, while in the eight-month period they reached 2.33 million, up by 3.7%.
Among the individual markets, the United Kingdom provided the biggest boost, with an increase of around 14%, while Poland strengthened by about 7% and Germany remained at last year’s levels.
Corfu
Occupancy rates above 90% were recorded during the “hot” two-month period of July - August by hotels in Corfu, with the large volume of last-minute bookings covering the lost ground of the start, as emphasized by Dimitris Ambrosiadis, board member and head of Public Relations of the board of directors of the island’s Hoteliers Association.
“The year was last minute and that helped a lot,” he notes to Euro2day.gr, placing in the same equation the offers that had preceded in March and April and the more flexible cancellation policies.
At the airport too, traffic remained steadily in the “plus,” while in the eight-month period international arrivals in Corfu reached 1.67 million, recording an increase of 7.5%. The airport’s performance, however, does not fully reflect the performance of the island’s hotels, since, as D. Ambrosiadis points out, some travelers choose short-term rental accommodation, while there are passengers who use Corfu as a gateway to other destinations, even to Albania.
Despite this “leakage,” the picture of hotel revenues remains positive, with him estimating that 2026 will close profitably for the majority of the island’s businesses. At the market level, Israel showed the greatest increase, while Poland, Germany and the United Kingdom also moved upward.
The weight of September
And while in July and August the largest volume of traffic was recorded for yet another year, September confirmed the gradual shift of demand deeper into autumn.
High occupancy rates were maintained even after the end of August, with milder temperatures and less crowding enhancing the attractiveness of the period, at a time when traffic remains “strong” in October as well. In some cases, in fact, such as that of Rhodes, the season gains additional days, with hotels remaining open until mid-November.
Corfu goes one step further, where after the strong September the positive picture is maintained in October as well, while the tourist season is now also acquiring a “bridge” to winter. For the first time, the island will maintain an air connection with the United Kingdom even after the end of the season, with easyJet continuing its routes until January.