Santorini sunset. Credit: Greek Reporter

Greece’s tourism sector showed strong performance in the second quarter of 2025, with an overall visitor satisfaction score of 9.1—exceeding the European average of 8.8, according to a report by INSETE, a non-profit organization founded by the Greek Tourism Confederation (SETE).

This high satisfaction is a testament to the country’s renowned hospitality and a diverse array of visitor experiences. However, the report also highlighted significant areas for improvement, particularly regarding sustainability.

Greece’s tourism: Key findings on visitor satisfaction

Overall, visitor satisfaction in Greece remained exceptionally high, with all regions scoring above 9.0.

Overall Satisfaction: Greece’s score of 9.1 placed it above the European average (8.8), indicating a positive and consistent visitor experience.

Top-Performing Markets: Visitors from the United States (9.3) and the United Kingdom (9.2) reported the highest satisfaction.

Regional Excellence: All of Greece’s regions recorded high satisfaction scores.

Less-Developed Destinations: Western Macedonia (9.5) and Thessaly (9.5) received top marks, suggesting an opportunity to expand tourism beyond traditional hotspots.

Mature Destinations: The Cyclades (9.3) and Ionian Islands (9.3) maintained high scores, demonstrating Greece’s ability to consistently meet tourist expectations in established areas.

Experience-specific ratings

Gastronomy: Received the highest score at 9.2. Top regions for food included the Ionian Islands (9.4), Crete (9.3), and Western Macedonia (9.5).

Hospitality: Ranked highest in visitor comments, with a score of 9.5, solidifying its role as a key competitive advantage.

Other High Scores: Culture (9.1) and seaside experiences (9.1) also received excellent ratings.

Challenges and areas for improvement

Despite high satisfaction levels, the report identified key challenges that could affect Greece’s long-term tourism appeal, particularly in its online reputation and sustainability efforts.

Sustainability Deficit: This is the most significant area of concern. The report revealed a low percentage of environmentally certified businesses and large regional imbalances.

The Cyclades (7.4) and Central Greece (6.7) showed particularly low sustainability scores, in contrast to high-scoring regions like Thessaly (9.7).

Negative Reputation Factors: Climate and environmental issues, such as heatwaves and fires, were the main drivers of negative online discussions. Other negative mentions included protests related to geopolitical events.

Online Reputation Ranking: Greece’s overall online reputation, as measured by the Net Sentiment Index (NSI), declined and ranked 5th among its competitors (NSI of 39). This places it behind Croatia (66), Athens (61), Italy (51), and Portugal (49).

Future outlook for Greece’s tourism

To maintain its leading position in visitor satisfaction and ensure long-term growth, Greece must address the challenges outlined in the report.

Prioritize Sustainability: Increasing the number of environmentally certified businesses and investing in resilient, sustainable infrastructure is crucial. This will not only address climate challenges but also attract younger, more environmentally conscious travelers.

Enhance Employment: The report highlights that hospitality and high-quality service are Greece’s most important competitive advantages. Therefore, tourism businesses should focus on making employment in the sector more attractive to ensure this advantage is maintained.

Promote Diverse Destinations: The high satisfaction scores in less-developed regions like Western Macedonia and Thessaly highlight the potential for expanding tourism activities beyond popular islands, which could help alleviate over-tourism in some areas.

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