Northern Greece Felt the Pinch as Russian Tourists Disappeared – Then Travelers From Elsewhere Stepped In

The absence of Russian travelers has hit Northern Greece hardest, particularly the popular destinations of Thessaloniki and the Halkidiki peninsula, according to a new report from the Greek tourism research institute INSETE. The region relied heavily on Russian visitors, who tended to spend more per trip than tourists from other countries.

That spending gap made the loss especially painful. Russian tourists were known for booking longer stays and splurging on accommodations and dining, leaving a noticeable hole in local revenues when arrivals stopped. But the void wasn't permanent.

Over time, travelers from other European countries, along with long-haul markets like the United States, Canada and Australia, stepped in to fill the gap. INSETE’s data shows that Greece’s overall tourist numbers eventually recovered, even as the mix of nationalities shifted. For Northern Greece, the challenge now is adapting to a new crowd with different preferences and spending habits.

The shift underscores how quickly tourism flows can change – and how destinations once dependent on one market can find resilience elsewhere. For travelers, it means a more diverse set of faces on the beaches of Halkidiki and in the tavernas of Thessaloniki.