The number of tourist arrivals to Greece may be on the rise, however these record-breaking numbers are not linked to an increase in the money they spend in Greece while on their visit. The Research Institute for Tourism (ITEP), a non-profit organization founded by the Hellenic Chamber of Hoteliers, found that the average amount spent by visitors to Greece in 2014 was 70.4 euros per day. In 2008, prior to the Greek crisis, the amount was 76.3 euros and dropped to 69 euros per day in 2010 when tourism was at its worse.

The group laments that tourists continue to keep holiday spending at a minimum. While Greee is a champion when it comes to drawing tourists, it has not managed to increase tourism revenue. Portugal, on the other hand, managed to increase its yield by 12.4%, whereas in Greece spending rose by 11.1% though arrivals increased by 23%.