Tourism revenue rises in Greece…but holidaymakers watch their euros

Greece is heading for another bumper year of tourism, with more international visitors arriving and revenues climbing sharply.

But behind the headline figures, some businesses say holidaymakers are becoming far more careful about how they spend their money.

According to the Bank of Greece, international visitor numbers rose by almost 9% in the first seven months of the year compared with the same period last year.

Tourism revenues increased even faster, rising 12% to around $15.5 billion.

But the picture is not the same everywhere — or every month.

In June, arrivals rose by nearly 7%, while average spending per trip fell by more than 6%.

For some tourists, budget pressures are clearly shaping their choices.

"We're not limiting ourselves because of the prices, we're limiting ourselves because of our budget," one visitor said.

Obvious trend

Another tourist said travellers were increasingly prioritising experiences over expensive restaurants.

"We travel more and we spend money on the activities that create memories. And not so much like the most expensive restaurant."

On Salamina, a short ferry ride from Athens, hotel owner Diamantis Kontraros said he welcomed more visitors this summer but noticed many were watching every euro.

He said the trend was particularly obvious in his restaurant.

"I would see five people trying to eat one plate of greens, some fries and one portion of calamari," he said.

"Five people trying to share that. I realised it wasn't that they didn't want to eat. They simply didn't have the money in their pockets to eat everything they wanted."

For Greece, the challenge is therefore not simply attracting more tourists.

It is also about when they visit, where they go and how much they spend once they arrive.

That is putting greater attention on the months outside the traditional July and August peak.

Tourism consultant George Rokopoulos said value for money was becoming increasingly important.

"When the demand is high, prices tend to go higher," he said. "I always prefer to talk about value for money than absolute values."

Crucial

September could now become a crucial part of Greece's tourism strategy.

The country is the second most-booked European destination on one major travel platform for the month.

Cooler temperatures, fewer crowds and potentially better value could persuade more travellers to visit outside the traditional summer peak.

For Greece's tourism industry, that could help extend the season — and keep hotels, restaurants and businesses busy for longer.

The tourists are still coming. The question is how much they will spend when they get there.