Tourists in Greece are not limiting their spending to souvenirs and dining out. Instead, they’re making substantial purchases of fast-moving consumer goods during their stay, according to the consumer intelligence company NielsenIQ’s 2025 study “From Aisles to Islands – Shopper Behavior of Tourists in Greece.” The survey, conducted in the summer of 2025 across 14 major tourist regions, analyzed the habits of 2,010 visitors from 11 nationalities.

As for the whole of last year, the country welcomed 35.95 million visitors who spent a total of 21.59 billion euros, with the average expenditure per tourist being 600.60 euros, according to data processed by INSETE Intelligence based on data from the Civil Aviation Authority and Athens International Airport.

The queues of tourists at the Acropolis, which became longer after the end of the coronavirus pandemic, require measures to be taken to better serve the citizens as well as to preserve the historical monument.