As Greece continues to attract millions of visitors each summer, concerns about overtourism and its changing impact on local economies are growing.
From jam‑packed alleyways to tourist‑laden boats, the Ionian coastline is bursting with visitors. But beneath the surface, local shopkeepers reveal a different reality: fewer profits in an era of mass tourism. Footage shows travelers flock to Corfu and Paxos islands in record numbers, but locals are left wondering — where’s the benefit? With the summer holiday season around the corner, popular tourist destinations are bracing for the visitor influx. Many hotspots in Greece are now synonymous with overtourism, like Venice, Barcelona and Amsterdam.

A recent Eurobank study (July 2025) shows that the average revenue per tourist has fallen over years, even as mainland and island arrivals set new records.

Despite early 2025 statistics indicating a minor rebound in per‑visitor spending, regional hotspots remain strained: Santorini and Mykonos are enacting cruise caps and arrival taxes, while Corfu promotes luxury tourism to mitigate overtourism and elevate revenue per head.

On the mainland, Athens neighborhoods suffer under the pressure of short‑term rentals and crowding, prompting policy reforms and resident-led initiatives to reclaim local space and curb unsustainable tourism growth.

Soundbites:
Felix (tourist from the Netherlands)
“Yes, I do notice overtourism. Especially in Corfu, which is a popular tourist island, there are simply too many people on the streets.”

Joanna (business owner on the island of Paxos, running an accommodation, vehicle and boat rental service, as well as a travel agency):

“We’re partially happy with the number of visitors to our island, on the one hand. But I can’t say it’s one of the best seasons. That’s because tourists are not spending like they used to in previous years — they seem to be financially constrained, and I believe this is due to a broader sense of economic insecurity. We’re seeing that visitors don’t have the mindset to spend freely while on holiday, as if they’re under financial stress. They carefully plan how they’ll spend their money during their vacation, and often they prefer to just stay at their accommodation instead of going to restaurants or renting a vehicle or boat for multiple days. So yes, we have the visitor numbers, but not the corresponding financial benefits.”