Greece as a leading tourist destination

Trends, data and investment opportunities

The tourism industry is a key pillar of the Greek economy and is one of the country's most significant growth engines. In 2024, Greece closed the year with an unprecedented record - about 33 million tourists visited the country, according to data from the Greek Ministry of Tourism. The country's income from tourism was estimated at about 22 billion euros, a figure that makes Greece one of the leading countries in the Mediterranean in terms of tourism income.

A review of recent years in the Greek tourism industry:

· 2019: A record year for tourism in Greece, with approximately 33 million visitors.

· 2020: The outbreak of the Corona pandemic brought the industry to a complete standstill, as happened in most countries around the world.

· 2021: Greece stood out as the leading tourist destination in Europe, with approximately 14.7 million visitors, an extraordinary achievement in the shadow of the Corona restrictions.

· 2022: Significant recovery with a return to high numbers - approximately 27.8 million tourists per year.

· 2023–2024: Greece breaks the 2019 record with over 33 million tourists per year - a sequence that illustrates its strengthening as a sought-after destination.

Athens - Transformation from a transit city to a hot tourist destination

Among all the cities in Greece, Athens has stood out in recent years. In 2024, the city enjoyed an increase of about 8% in the number of visitors compared to the previous year - a trend that continues in 2025. The capital, which previously served mainly as a transit station to the islands or as a business center, has transformed itself and become an important tourist destination in its own right. With over 10.6 million overnight stays in 2024, Athens continues to establish itself as a preferred choice for a city vacation in all seasons. A constant increase in demand for hotels, vacation apartments, and an active cultural scene - all of which contribute to the city's positioning as an attractive tourist center, offering a quality vacation at competitive prices. Another significant achievement was recorded at the end of 2024 - Athens was ranked in the list of the ten most popular cities in the world by the OECD, alongside global cities such as Paris, London, Dubai, and Tokyo. This entry into the prestigious ranking not only reflects the city's popularity, but also generates growing interest among investors, entrepreneurs, and business owners operating in the fields of tourism, hospitality, and real estate.

2025-2026 Opportunities in the Athens Real Estate Market:

The increase in tourism demand is creating significant pressures on the Greek hotel market - especially in the city of Athens, which is characterized by high density and limited hotel room inventory. Against this background, a clear trend is developing: the conversion of old buildings, mainly those that were previously used as offices, into modern hotels. This is an attractive opportunity for entrepreneurs and investors. Forecasts for the coming years indicate a continuation of the growth trend: in 2026, Greece is expected to benefit from the expansion of tourism agreements and new air routes with additional countries - including emerging markets such as Eastern Europe and Saudi Arabia - which will contribute to a further increase in the number of visitors.