More spent in less time – the example of Corfu

The INSETE report, based on data from the Bank of Greece, shows that Greek tourism continued to grow in 2025 in terms of both visitor arrivals and revenue, but not in the length of visitors' stays. Put simply, more tourists are coming, they are spending more, but they are staying for fewer nights.

For Corfu and the Ionian Islands, the findings are particularly noteworthy. The Region of the Ionian Islands remains one of Greece's five tourism powerhouses, alongside the South Aegean, Attica, Crete and Central Macedonia. Together, these five regions account for 82.3% of all tourist visits, 88% of overnight stays and nearly 90% of the country's tourism revenue. The Ionian Islands alone represent 11.1% of overnight stays and 8.4% of Greece's total tourism receipts.

The report's most significant finding, however, is that the sector's growth model is now driven more by higher daily visitor spending than by longer stays. Average expenditure per overnight stay increased by 8.9% to €97, while the average length of stay fell by 4.9%, from 5.9 to 5.6 nights. This trend was recorded in 12 of Greece's 13 administrative regions.

For Corfu, where discussions about carrying capacity, water supply, traffic congestion and pressure on public infrastructure are already at the forefront, the report offers an important conclusion: the priority is not necessarily attracting more visitors, but attracting visitors who either stay longer or generate greater value for the local economy.

The study also highlights the growing importance of the United States as one of Greece's key tourism markets. American travellers now rank third in both visitor numbers and tourism revenue, behind Germany and the United Kingdom. They are also characterised by greater mobility within Greece and higher levels of spending. This is a particularly attractive market for destinations such as Corfu, which are seeking ways to increase the value of their tourism product without placing additional strain on local infrastructure.

INSETE's conclusion is clear: the next challenge for Greek tourism—and particularly for mature destinations such as Corfu—will not be determined by the number of arrivals, but by the length of visitors' stays, the quality of the tourism experience and higher spending per visitor. The figures show that tourism continues to grow; the real question is whether that growth can become more sustainable.

GIORGOS KATSAITIS