Greece’s tourism hits record highs, offering optimism for 2025 despite hurdles

As 2024 concludes, Greece’s tourism sector celebrates record-breaking achievements while navigating pressing challenges.

With official data from the Bank of Greece still pending, a PwC study presented at the SETE conference forecasts arrivals reaching 41.6 million—a 22.4% rise from 2023. In 2023, arrivals surpassed 36 million, marking significant growth from 30 million in 2022, including cruise visitors.

Tourism remains a cornerstone of the economy, contributing approximately 13% of GDP annually. Key visitor markets—Italy, France, the UK, Germany, and the US—generate over half of tourism revenues. Greece competes with Spain, Italy and Turkey by leveraging natural beauty, culture, and renowned hospitality.

However, infrastructure strain and climate change impact top destinations like Santorini and Mykonos, where overtourism and extreme weather pose challenges. Shifting travel behaviors, driven by climate concerns, show Europeans choosing destinations with milder weather and traveling off-season.

Public opinion highlights tourism’s dual role: a vital economic driver offering opportunities but also a source of rising costs, uneven benefits, and environmental strain. Citizens call for enhanced infrastructure, extended tourist seasons, fair regulation of short-term rentals and sustainable tourism practices that respect local communities.

These insights stem from studies by INSETE, PwC and AboutPeople, emphasising the need for strategic management to sustain growth and address evolving challenges.

Source: ekathimerini.com