Greece is occupied worldwide according to the World Organization Tourism (Unwto), with approximately 36 million international Arrivalsincreased by 5% compared to 2023. But most importantly, it has exceeded the pre -pandemic levels by 106% – superior to the European average. In just one year, he climbed from 13th to 9th place internationally in number of arrivals.
About 1.4 billion people traveled internationally, reaching 99% of 2019 levels and increasing 11% compared to 2023. Europe led 747 million arrivals, while France took first place worldwide in tourism with 100 million visitors, thanks to the Olympics.
Bank of Greece’s data confirm the positive course: Inbox travel increased by 12.8%, while travel revenue amounted to € 21.7 billion (+5.4%). Although the average expenditure per journey decreased by 5.1%, tourism remains a key lever of the economy, directly contributing 13% to GDP and a total of up to 30% with indirect effects. Indicatively, in 2023, direct tourism contributions to GDP doubled compared to 2019.
Athens entered the top ten European cities for investment in hotels, alongside metropolises such as London and Paris. CBRE ranks Greece 5th worldwide for hotel investment in 2024.
The dynamic development of the hotel industry is also reflected in the intense activation of international groups, such as Hilton and Marriott, which will inaugurate from five new hotels each in 2025. Accor, IHG, and Mandarin Oriental also enhance their presence, turning Greece into a premium world -class destination.
However, the penetration of international chains remains limited: just 20% of five and 5% of four -star hotels belong to international groups. Marriott holds a leading position with 19%, followed by Sani/Ikos and Wyndham (9%), Hilton (7%) and other chains such as Hyatt and Accor.
At the same time, the short -term rental market (Airbnb) has been launched: Active entries have increased 20% over the last five years, with completeness and demand showing two -digit increases. Airbnb beds exceeded 1 million, exceeding hotel (888,000). Although this concerns hoteliers, it is crucial to meet demand.
The dynamic continues in 2025: The first quarter rose 5.4% to arrivals, 14.1% in air commutes, and 4.4% in revenue. Greece now accounts for 8% of world demand for southern Europe. Athens absorbs 55% of demand, while in 6th place in southern Europe’s most popular destinations, behind Madrid, Barcelona, Rome, Milan and Lisbon. Crete (Heraklion and Chania) also maintains high rates of interest.
On the contrary, the demand for traditional hotspots such as Santorini and Mykonos is slightly declining, although they remain in the top choices of visitors.
Air flight capacity for the summer of 2025 is expected to increase by 5%, with most of the shoulder interim period, indicating the international turn to off -peak travel.
ETC research ranks Greece second after Spain in sun and sea preferences. 21% of visitors who choose it in 2025 do it for the first time – one of the highest rates internationally.
Unwto points out that the trends of 2025 will focus on sustainability, experience of experience and technology. However, Greece faces challenges: increased costs, lack of staff and the need for sustainable infrastructure that will improve the daily lives of residents and the quality of tourist experience.
Greece is now at a turning point. With continuous growth, strategic investment and visitors’ confidence, it regains and redefines its position on the world tourist map.