Eurostat’s latest Q2 2025 tourism data has revealed a reshaped European travel landscape, with Greece securing a historic third place in international overnight stays. Traditionally dominated by Spain, Italy, and France, Europe’s tourism scene is seeing a new contender rise, as Greece’s hospitality sector records impressive gains.
During the second quarter of 2025, Greece registered 40.1 million international overnight stays, narrowly surpassing France’s 40 million. With a year-on-year growth of 2.5 percent, Greece has solidified its position as one of Europe’s most desirable destinations, trailing only Spain and Italy, which continue to hold the top two spots.
Spain and Italy Retain Their Tourism Crown
Spain continues to be the undisputed leader in European tourism, recording 91.4 million international overnight stays in Q2 2025. Italy followed with 77.2 million, together commanding more than 40 percent of Europe’s total international stays. Their dominance reflects their long-standing reputation for cultural richness, diverse landscapes, and robust tourism infrastructure.
Despite this, Greece’s rise has generated significant interest. Its success highlights a shift in traveler preferences, with visitors increasingly drawn to its islands, coastal resorts, and heritage attractions. The growth also underscores Greece’s ability to compete with Europe’s most established travel giants.
Overall Growth in Greece’s Hospitality Sector
Greece’s total overnight stays across all accommodations reached 46 million in Q2 2025, representing a 2.4 percent increase from the previous year. While hotels remained the backbone of the country’s hospitality sector, they recorded a modest growth rate of 2.1 percent.
Interestingly, alternative accommodations such as short-term rentals and holiday homes experienced faster expansion, growing by 3.5 percent. Campsites also gained traction, with a 2 percent rise. This mirrors a broader European trend where travelers are increasingly exploring non-traditional lodging for unique and cost-effective experiences.
The Shift Toward Alternative Accommodations
Across the European Union, the preference for holiday rentals and short-term stays has been particularly striking. By Q2 2025, these alternatives accounted for 23 percent of the market, with an impressive growth rate of 7.8 percent. Campsites also reported a parallel 7.8 percent increase, showing growing demand for outdoor and nature-based travel.
While hotels still dominate Europe’s accommodation market, making up nearly 63 percent of overnight stays, their growth has been slower compared to other lodging types. This reflects changing consumer behavior as tourists seek more personalized, flexible, and immersive stays.
European Tourism Enjoys a Strong Quarter
The European Union as a whole experienced robust tourism performance in Q2 2025. A total of 826.1 million nights were spent in EU accommodations, marking a 5.1 percent rise compared to Q2 2024.
Overnight stays climbed steadily through the quarter, starting at 218.8 million in April, rising to 267.7 million in May, and peaking at 339.6 million in June. Although May saw a slight dip due to shifting holiday schedules and extended weekends, the overall trend points to a thriving summer season and a recovering travel market.
International Visitors Drive Growth
International tourism has been the key driver of growth across Europe in 2025. International overnight stays rose by 5.1 percent compared to last year, outpacing domestic tourism growth. This surge has been fueled by increased flight connectivity, simplified travel regulations, and aggressive marketing campaigns by national tourism boards.
Not all countries, however, experienced uniform growth. Germany and Sweden recorded declines in international arrivals, down 3.2 percent and 1.5 percent respectively. Yet both nations saw boosts in domestic travel, which balanced the downturn. Germany reported a 3.3 percent overall increase in total stays, while Sweden registered 2.9 percent growth.
Why Greece Stands Out
Greece’s success is rooted in its diverse appeal. From the historical landmarks of Athens and Delphi to the sun-kissed beaches of Crete, Santorini, and Mykonos, the nation offers a combination of culture, history, and leisure unmatched in the Mediterranean. Its ability to attract both long-haul travelers and regional visitors has been crucial in boosting numbers.
Another factor is Greece’s adaptability. As global travelers increasingly look for authentic, home-like stays, the country’s growth in short-term rentals and alternative accommodations has met demand. Coupled with ongoing investments in infrastructure and sustainable tourism, Greece is well-positioned to continue this momentum.
Outlook for the Rest of 2025
Looking ahead, Europe’s tourism sector is expected to maintain its upward trajectory, supported by rising demand for leisure travel, cultural exploration, and adventure-based experiences. Greece, in particular, is projected to strengthen its presence in the top tier of European tourism markets.
However, competition remains fierce. Spain and Italy continue to hold commanding leads, while France, Germany, and Sweden remain significant players despite recent fluctuations. For Greece, sustaining this growth will require continued focus on diversifying its tourism offerings, expanding sustainable practices, and enhancing visitor experiences.
Conclusion
Eurostat’s Q2 2025 tourism data reaffirms Europe’s resilience as a global travel hub. Spain and Italy dominate the rankings, but Greece’s leap to third place highlights a dynamic shift in traveler preferences. With its blend of cultural heritage, natural beauty, and evolving hospitality options, Greece is not only competing but excelling in Europe’s vibrant tourism landscape.
As international tourism continues to surge, the continent’s destinations must balance growth with sustainability, ensuring Europe remains the world’s premier travel destination well into the future.
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