The Greek tourism It continues to record mixed performance in the summer of 2025, with revenue and international arrivals moving upward while hotels – Especially in Athens- they face pressure on the middle completeness and the revenue index per available room.
The data released by the Athens-Athenian and Argosaronic Hoteliers Association and Inseto reflect the contrast between the general increase in travel receipts and arrivals and stagnation or partial retreat of hotels, with intense competition from short-term accommodation. At the same time, Athens is still in a better position than Constantinople, but is short of the major European metropolises of tourism, such as Rome, Madrid and Barcelona.
Regarding the performance of the Athens hotels, according to figures released by EX, in July 2025 they recorded a negative sign, and in the seven months of the year it moved to approximately the same level as the corresponding period of 2024. July 2025 confirmed the concerns of the industry, as the average of 86.3%, 86%, as the average of 86.4%, 3.6%), followed by June which also dropped average completeness by 2%.
It is noted that the corresponding negative change of average July 2025 over July 2023 reaches -5.7%. The average room price (ADR), in July, stood at 207.85 euros, compared to 205.54 euros last July, ie a slight increase of 1.1%, and the July July 2025 euro rev par was reduced to 173.19 euros, compared to 177.64 euros in July 2025.
The movement and performance of the Athenian hotels at seven months level closes at about the same level as last year’s period, which is mainly attributed to the better performance of hotels in the first quarter of the year.
Specifically, the average completeness in Athens hotels in the seven months 2025 (75.8%) increased by 0.4%, the average room price (ADR) stood at 176.18 euros, increasing 1.6% compared to the corresponding period last year, while the average revenue per available room (Rev Par) reached € 133.49. seven months). Particularly pressured are the 3 -star hotels where the fullness indicators have been following a downward trend since March.
Compared to the cities – competitors of Athens, at the seven -month level, Athens’ performance in fullness, average room price and revenue per available room are still better than those of Constantinople, but are far from Barcelona, Madrid and Rome. Especially in terms of the average room price (ADR), we see an increase of 1.6% for Athens, 3% for Rome, 4.9% for Madrid and 2.4% for Barcelona, while Constantinople decreased by 1.9%. Similarly, in the revenue per available room (Rev Par) in the seven months, a 2%decrease in Athens was observed for Madrid by 4.8%, for Barcelona by 1.3%, for Rome by 2%, while in Constantinople there was a decrease of 3%compared to the corresponding period last year.
Increase in travel receipts and international arrivals
Travel receipts in January-June 2025, rose 11% compared to the corresponding period of 2024 and stood at EUR 7,659 million, according to data from the Institute of the Hellenic Tourism Enterprises (INSES).
This development is due both to the increase in receipts by residents of the European Union by 8.5%, which stood at EUR 4,070 million and the increase in proceeds from residents of other countries by 13.7%, which stood at EUR 3,210 million.
More specifically, receipts from residents of the euro area countries stood at € 3,291 million, increased by 7.7%, while receipts from residents of the European Union outside the euro zone increased by 12.4% and stood at EUR 779 million.
In particular, receipts from Germany rose 13.5% and stood at € 1,366 million, as did France by 2.1% to EUR 456 million. The revenues were also reinforced by Italy, which stood at € 345 million. Of the other countries, 7.3% rose to the United Kingdom, which stood at € 1,082 million and US revenue increased by 29.4% and stood at € 704 million.
In January-July 2025, 15.2 million international air arrivals were recorded, with an increase of +769 mm/+ 5.3% compared to the corresponding period of 2024. In July, 4.9 million arrivals were recorded, with an increase of +212 mm/+ 4.6%. compared to July 2024. The course remains on the individual geographical units in January-July 2025.
In particular, most international air arrivals were recorded in Crete, with 3 million passengers, increased by +121 mm/+ 4.2% compared to the corresponding period of 2024. The Dodecanese followed, with 2.4 million arrivals (+33 mm/+ 1.4%) and Ionian islands, with 2.2 million, 2. +92 mm/+ 4.5%. In the Peloponnese, arrivals amounted to 134 thousand passengers (+12 mm/+ 9.6%). On the contrary, the Cyclades were the only geographical unit that declined, as 638 thousand arrivals were recorded, reduced by -51 mm/– 7.4% compared to 2024.
At the same time, the evolution of the number of short -term leasing accommodation during the first half of 2025 is ongoing rise compared to the corresponding period of 2024, maintaining the trend that began in 2023 and was reinforced in 2024. A record re -shot in June 2025 (with 242 mm accommodation) and July 2025 with 246 mm accommodation, which is the highest price since January 2019 to date.
A similar picture is recorded in the available short -lease beds. In May and June 2025, record records were recorded in the number of short -term leasing beds available (1,038 mm and 1,061 mm respectively). The intense upward trend continues at the culmination of the summer season with July setting a new record, as the available beds amounted to 1,078 mm, increased by 57 mm compared to July 2024 (1,021 mm).