The Greek tourism sector continues to record strong performance and dynamic development in the first half of 2025, with increased international arrivals, the highest expenditure per traveler and the expansion of hospitality infrastructure.
The market has attracted significant investments, which reflects the increasing trust of both domestic and international investors, while at the same time completed emblematic hotel transactions totaling more than 120m euros, underlining the stable investment interest in high quality real estate.
At the same time, the country welcomed new hotel units throughout the tourist market, from boutique hotels in Santorini and large -scale resorts in Crete, to urban lifestyle hotels in Athens, reflecting the demand for a variety of hosting experiences that cover from luxurious leisure to professional tourism.
Also important was the entry of international chains and hosting companies into the Greek market, with major brands from the Middle East and Asia to introduce innovative services and digital experiences for visitors, contributing to the modernization of the industry.
The prospect for the rest of 2025 remains particularly positive, with estimates showing the rise to arrivals and fullness rates, while investment dynamics are expected to be maintained, powered by strong fundamental sizes and position of Greece as a top Mediterranean destination. Emphasis on sustainability and digital transformation will be a central focus on future developments.
In the first half of 2025 there was also a significant increase in alternative forms of tourism, such as agrotourism, marine tourism and wellness tourism, with areas such as the Peloponnese, Crete and the Ionian Islands investing in new infrastructure to attract more specialized and highly specialized travel.
At the same time, Greece strengthened its position as an important Mediterranean cruise hub, with increased arrivals of ships in ports such as Piraeus, Mykonos and Santorini, creating new opportunities for the development of small -scale hotels and service providers near the ports.
In order to respond to ever -increasing demand, the tourism industry invests in training and training staff, as well as attracting specialized professionals, through partnerships with universities and private educational institutions.
On the front of major transactions and developments, the acquisition of 100% of the luxury Astir Palace complex in Vouliagmeni by Greek shipowner George Prokopiou, including Four Seasons Astir Palace Hotel Athens, Astir Marina and Astir Beach, is completed by the 20th. 33.75% from Doğuş Group in October 2024.
In Halkidiki, the first “Destination by Hyatt” resort in Greece, Zelia Halkidiki by Hyatt, was inaugurated in May 2025, targeting adults exclusively and with 122 rooms, modern Greek cuisine and wellness services. In June, Marriott made its debut in the Greek market with the JW Marriott Crete Resort & Spa near Chania, a 160 -room resort under the management of the Greek Swot Hospitality.
At the same time, the Accor introduced the Mövenpick brand to Greece with its first international unit in Epirus, the Mövenpick Resort Agios Nikolaos Sivota, which opened in May 2025.
In Mykonos, finally, Four Seasons launched its second Greek resort on Kalo Livadi beach in June 2025, with 94 rooms, villas and suites inspired by traditional Cycladic architecture.