Signs of steady recovery and enhancement of its international competitiveness are displayed by the Athenian hotel market in the first five months of 2025, with key indicators such as completeness, average room price and revenue per available room.
According to figures released by the Athens – Attica & Argosaronic Hoteliers’ Association (EXAAA), the average completeness in the capital’s hotels increased by 2.2% on a yearly basis, reaching 71.5% in January – May 2025. (REVPAR) recorded an increase of 7.1%, rising to 111.06 euros. This is the best performance of the last five years in the corresponding period, which confirms the strengthening of Athens as a stable European city break destination.
May: Month – peak with nearly 88% completeness
May 2025, as every year, was one of the strongest months of the season for Athenian hotels. The average completeness reached 87.9%, compared to 84.5%in 2024, while the average room price (ADR) stood at € 210.95, increased by 4.8%. Accordingly, Revpar reached 185.32 euros, increased by 7.1%.
These rates show that Athens is now attracting visitors to higher income level, with the demand being reinforced by international conferences, cultural festivals and increased interest in tourism experience.
Visitor profile
According to data from tourist agencies and Athens International Airport, tourist traffic at the city’s airport at the same time increased by 9.3%, with main markets in France, Germany, the US, the United Kingdom and Italy. Particularly noteworthy is the return of American travelers, who are now the second largest market for Athens, mainly through direct flights from New York, Boston and Philadelphia.
US travelers spend on average 30 – 40% more per night than the average visitor, contributing significantly to the increase in the capital’s revenue in the capital.
How Athens is moving against its competitors
Compared to other European cities with a similar tourist profile, such as Madrid, Barcelona, Rome and Constantinople, Athens records satisfactory to enhanced performance:
Athens surpasses Rome and Constantinople in fullness, now approaching Barcelona, which traditionally has high performance, especially due to sea and exhibition events.
In addition, increased demand is observed in 4 and 5 star categories, with 42% of overnight stays involving high -class hotels. This shows displacement of demand for accommodation with premium services, spa, rooftops and fine dining, mainly from travelers looking for quality experiences.
Despite the clear improvement of the indicators and Athens’ steady return to the international tourist map, the capital’s hotel market continues to face a number of significant challenges. Intense competition from short -term leases, which maintain a high share specifically in the historic center, continues to affect traditional accommodation, pressing prices and duration of stay. At the same time, deficiencies to specialized staff are a critical issue for many businesses in the industry, who are called upon to redefine service standards, often limiting services or operating with reduced potential.
At the same time, increased operating costs – especially due to energy and raw materials and services – add significant weights to hotel operating expenses, limiting profit margin. In addition, the need to upgrade infrastructure in areas outside the narrow historical center is becoming increasingly evident in order to enhance balanced tourism development and to avoid over -concentration of visitors in only a few neighborhoods.
However, despite the difficulties, investment interest in Athenian hospitality remains vivid. Dozens of projects are in the process of implementing or maturing, whether they are renovations of old buildings or the creation of new hotel units. Areas such as Patissia, Metaxourgio, Omonia and Faliro are at the center of this new dynamics, offering opportunities for the creation of modern, sustainable accommodation that respond to the new needs of travelers and the strategic extension of the tourist season.