Greece Ranks 15th Globally in Tourism with 36 Million Arrivals

Greece has secured the 15th position globally according to the World Tourism Organization (UNWTO), recording approximately 36 million international arrivals, marking a 5% increase compared to 2023. Notably, Greece surpassed pre-pandemic levels by 106%, outperforming the European average. Within just one year, it climbed from 13th to 9th place globally in terms of arrivals. Around 1.4 billion people traveled internationally, reaching 99% of 2019 levels and showing an 11% rise compared to 2023. Europe led with 747 million arrivals, while France topped the global tourism list with 100 million visitors, partly due to the Olympics, followed by Spain, the USA, China, and Italy. Data from the Bank of Greece confirms this positive trend: incoming tourist traffic increased by 12.8%, with tourism revenues reaching €21.7 billion (+5.4%). Despite a 5.1% decrease in average spending per trip, tourism remains a crucial economic driver, contributing directly 13% to GDP and up to 30% including indirect effects. In 2023, direct tourism contributions to GDP doubled compared to 2019. Athens entered the top ten European cities for hotel investments alongside London and Paris. CBRE ranks Greece 5th globally for hotel investment attractiveness in 2024. The dynamic growth of the hospitality sector is reflected in the activity of international groups like Hilton and Marriott, which will open five new hotels each by 2025. Accor, IHG, and Mandarin Oriental are also expanding their presence, transforming Greece into a premium global destination. However, international chain penetration remains limited, with only 20% of five-star and 5% of four-star hotels belonging to global chains. Marriott leads with 19%, followed by Sani/Ikos and Wyndham (9%), Hilton (7%), and others like Hyatt and Accor. Meanwhile, short-term rental platforms like Airbnb have surged, with active listings rising 20% over the past five years. Available beds via Airbnb now exceed 1 million, surpassing hotel capacity (888,000). This trend continues into 2025, with Q1 seeing a 5.4% rise in arrivals, 14.1% in air travel, and 4.4% in revenue. Greece now accounts for 8% of global demand for Southern Europe. Athens captures 55% of demand and ranks 6th among the most popular Southern European destinations. Crete maintains high interest, while traditional hotspots like Santorini and Mykonos see slight declines but remain top choices. Air travel capacity for summer 2025 is expected to grow by 5%, focusing on shoulder seasons. Greece ranks second after Spain for sun-and-sea preferences, with 21% of visitors choosing it for the first time in 2025—a high percentage globally. UNWTO highlights trends towards sustainability, personalized experiences, and technology use. Challenges include rising costs, labor shortages, and the need for sustainable infrastructure to enhance both resident quality of life and tourist experience. Greece is at a pivotal transformation point, continuing growth through strategic investments and visitor trust.