Tourist Spending in Greece Up by 14%, Visa Card Analysis Shows

Tourist spending in Greece was up by 14% annually, according to data from an analysis by Visa Card focusing on Mediterranean tourism.

Greece’s capital Athens emerged as the most popular destination, recording a 17% increase in transactions with Visa cards, surpassing even the cosmopolitan island of Mykonos.

The report assessed transactions in physical stores in Greece with Visa cards issued abroad, offering insights into where different nationalities spent cash in Mediterranean countries between October 2023 and September 2024.

Spending at point of sale (POS) terminals using Visa cards accounted for 77% of the total expenses for tourists in Greece, with ATM withdrawals at 23% compared to 10-11% in other Med countries such as Italy, Spain, and France.

Based on Visa’s analysis, the Greek tourism sector continued strong in fundamental indicators, including the number of visitors and transactions. Travelers were up by 17%, while transactions posted a 22% increase.

Germany (24%), the United States (14%), Britain (12%), and France (10%) stood out as the primary drivers for Greek tourism, while visitors from the United Arab Emirates posted the highest average spending rate. Notably, Turkish tourists recorded an impressive 114% rise in spending, while spending by Chinese visitors was also up by 63%.

Data from Visa shows that spending growth outside the peak summer months outpaced mid-summer increases:

• March 2024: +19% compared to March 2023.
• April 2024: +17%.
• September 2024: +15%.

Nevertheless, the peak months of July and August accounted for 39% of annual visitor spending, underscoring the enduring strength of summer tourism while reflecting efforts to extend the tourist season.

Areas with the Highest Tourism Spending

Athens leads in total transaction value, with an 18% annual increase. However, trends vary in other destinations:

• Rhodes and Chania: +22%
• Mykonos: +2%
• Santorini: -1%

These figures highlight Greece’s diversified tourism appeal and its ability to attract spending across regions and seasons, strengthening its position as a top global travel destination.