Mediterranean and Aegean tourism growth has hit record levels in 2026, with Greece on track to welcome around 43 million visitors this year, a 6.4% increase on the previous year, according to recent tourism projections reported by MICE Travel Advisor. Turkey isn’t far behind, targeting $68 billion (roughly £53.6 billion) in tourism revenue for 2026 after a record 2025. The short version is that a weak Turkish lira, new Greek visitor taxes, shifting demand away from parts of the Eastern Mediterranean, and strong UK and German interest in island holidays are all pulling in the same direction at once. Here’s what’s actually behind the numbers, and what it means if you’re planning a trip.
What’s driving Mediterranean and Aegean tourism growth in 2026
A few forces are stacking up together this year rather than any single cause. Greece recorded a genuinely striking start to 2026, with travel receipts up 58.4% in the first quarter compared with the same period a year earlier, according to tourism data reported by Greek Trip Planner, before geopolitical tension in the region cooled momentum slightly through spring. Bank of Greece figures for January and February 2026 showed airport arrivals up 19.0% and road border crossings up 83.9%, a sign that both flight and overland travel were feeding the surge.
At the same time, disruption elsewhere in the region has redirected demand. Egypt’s Sharm el-Sheikh market saw occupancy drop below 30% in March 2026, down from around 85% before the Iran conflict flared up, pushing some North African beach tourism demand towards Greece, Turkey and Spain instead, according to HVS analysis cited by Greek Trip Planner. Currency also plays a big part: the US dollar fell 6.5% against the euro through the same period, making Greece notably pricier for American visitors even as it stayed relatively affordable for UK and German travellers paying in pounds and euros.
Greece’s tourism numbers explained
Greece welcomed 37.98 million visitors in 2025 and generated €23.6 billion (around £20.2 billion) in tourism revenue, both records for the country, according to data compiled by Greek Trip Planner. The South Aegean region, which includes Santorini, Mykonos and the wider Cyclades, led the way, with total tourism receipts up 19% over nine months to reach €6.057 billion (about £5.2 billion), giving it a 32% share of all Greek tourism revenue, as reported by Tornos News.
Non-residents made up 73.7% of arrivals and 83.8% of overnight stays in Greek accommodation in 2024, according to ELSTAT figures, with Europe remaining the largest source region overall. The UK, Germany, Italy, France and the US all featured among the key markets driving 2026’s record projections, alongside a notable rise in visitors from Turkey itself, who increasingly use short ferry routes to reach Aegean islands like Lesbos, Chios, Samos, Kos and Rhodes.
Turkey’s tourism numbers explained
Turkey isn’t losing ground either. The country welcomed approximately 64 million visitors in 2025 and generated around $65.2 billion (roughly £51.4 billion) in revenue, according to figures reported by Greek Trip Planner, and it’s targeting $68 billion for 2026 despite regional instability, according to the Turkish Ministry of Tourism. Worth noting, though: about 17.5% of that 2025 visitor total was returning diaspora rather than first-time international tourists, which slightly overstates the pure holiday-market growth compared with Greece’s figures.
Turkey’s biggest advantage right now is straightforward: cost. The Central Bank of the Republic of Türkiye reported consumer prices rose 4.18% in April 2026 alone, with annual inflation running at 32.37%, and the weak lira means that despite domestic inflation, the country stays 25% to 50% cheaper than Greece for most tourists paying in foreign currency, according to Greek Trip Planner’s analysis.
Overtourism measures are reshaping island travel
Growth on this scale hasn’t come without pushback, and Greece in particular has introduced new rules to manage the pressure on its most popular islands.
The Mykonos and Santorini cruise tax
Since 1 July, cruise passengers visiting Mykonos or Santorini pay a tax of €20 (£17.18) per person during peak season, running from 1 June to 30 September. The fee drops to €12 (£10.31) after 30 September, then falls further to just €4 (£3.44) between 1 November and 31 March. Cruise passengers to other, less-visited Greek islands like Syros and Symi pay a maximum of €5 (£4.30) in peak season, dropping to £1 (86p) in low season. Mykonos alone welcomed 768 cruise ships and an estimated 1.29 million cruise tourists in 2024, according to the Hellenic Ports Association, which gives some sense of why the tax exists.
Santorini’s cruise passenger cap
Santorini has also introduced an 8,000 passenger daily cruise cap, alongside a separate €20 cruise tax of its own, following a combination of pressure on local infrastructure and a run of earthquake activity that rattled the island’s tourism sector. Data compiled by Greek Trip Planner shows the combined effect contributed to a 22.1% revenue decline and a 16% drop in air arrivals to Santorini in the first half of 2025, alongside what’s described as the most significant redistribution of cruise traffic seen in the Mediterranean in recent years.
What Mediterranean Aegean tourism growth means for UK travellers’ wallets
For UK holidaymakers, the practical question is usually simpler than any of this: where’s cheapest, and is it worth it? The Post Office’s Travel Money Family Holiday Report, published in late 2025, found Marmaris in Turkey to be the cheapest of 16 European destinations surveyed for a set of 10 typical holiday costs, including drinks, snacks and meals, beating the previous year’s leader, Sunny Beach in Bulgaria. Turkey’s weak lira means both destinations outside the eurozone currently offer noticeably better value than most Greek resorts.
That said, package prices from major UK operators show Greece still competing well on headline cost. Thomas Cook lists Greece holidays typically starting around £1,006 per person, dropping to roughly £628 per person over winter, with prices rising to around £1,043 per person during peak summer weeks. Olympic Holidays advertises Greek Island and Cyprus packages from as low as £257 per person, though that figure reflects entry-level deals rather than typical family bookings. A separate cost comparison from Endless Travel Plans suggests a family of four can expect to save somewhere between £500 and £1,000 choosing Turkey over Greece for a week’s holiday, largely down to cheaper car hire, food and accommodation once you’re there.
Which destinations are benefiting most
Crete has emerged as one of the standout performers within Greece, with Heraklion Airport handling over 10 million passengers and the island recording 6.6 million total visitors in 2025, according to Greek Trip Planner’s data. A €125 million investment, the Ikos Kissamos resort, opened in April 2026 as the largest single hotel investment in Cretan history, and the long-delayed Kastelli Airport, now 67% complete, is expected to reshape the island’s connectivity once it opens in 2028.
Rhodes, Corfu and mainland regions like Halkidiki continue to draw strong UK demand too, partly because they offer direct flights from UK airports without the extra ferry leg that islands like Santorini or Paros often require, which matters a great deal if you’re travelling with young children.
FAQS
Why is Mediterranean and Aegean tourism growing so fast in 2026?
A combination of a weak Turkish lira making Turkey cheaper, disruption in Egypt’s Red Sea resorts pushing demand towards Greece and Turkey, and strong UK, German and US interest in island holidays are all driving growth at the same time.
How many tourists visited Greece in 2025?
Greece welcomed a record 37.98 million visitors in 2025 and generated €23.6 billion in tourism revenue, according to tourism data compiled by Greek Trip Planner.
Is Turkey or Greece cheaper for a UK holiday in 2026?
Turkey is generally cheaper, with the Post Office’s 2025 Family Holiday Report naming Marmaris the most affordable of 16 European destinations surveyed, largely thanks to the weak Turkish lira, though Greece remains competitive on headline package prices.
What is the Mykonos and Santorini cruise tax?
Since 1 July, cruise passengers visiting Mykonos or Santorini pay €20 (£17.18) per person during peak season from June to September, dropping to €4 (£3.44) between November and March.
Is there a cap on cruise passengers to Santorini?
Yes. Santorini has introduced an 8,000 passenger daily cruise cap alongside its own cruise tax, aimed at easing pressure on the island’s infrastructure.
Why are more Turkish tourists visiting Greek islands?
Short ferry routes connect western Turkey to nearby Aegean islands like Lesbos, Chios, Samos, Kos and Rhodes, making them practical for short breaks and weekend escapes, and Greece’s visa office in Istanbul is reportedly issuing around 1,300 visas a day.
Which Greek region is growing fastest?
The South Aegean, covering Santorini, Mykonos and the Cyclades, led Greek tourism revenue growth with a 19% increase over nine months, reaching €6.057 billion and a 32% share of the country’s total tourism income.
