The start of the new year often serves as a moment for reflections and future planning. In the tourism sector, one of the country’s most significant economic pillars, the close of 2024 has left a strong mark, offering a promising outlook for the future. While official figures from the Bank of Greece are expected in the coming months, studies such as one conducted by PwC and presented at the SETE conference, suggest a historic high in arrivals, possibly reaching up to 41.6 million, a 22.4% increase from 2023.
According to SETE’s official data, arrivals in 2023 surpassed 36 million, with 2022 recording approximately 30 million (these numbers include cruise visitors). Additionally, studies by About People and INSETE confirm that tourism continues to be a major contributor to the Greek economy, contributing around 13% to GDP annually.
Greece’s Strong Position in the Tourism Market
Greece remains in competition with countries like Spain, Italy, France, Portugal, Turkey, and Croatia, with its main advantages being natural beauty, culture, and hospitality. Key source markets for visitors include Italy, France, the United Kingdom, Germany, and the USA, whose contribution exceeds 50% of tourism revenue.
However, challenges are evident in the country’s infrastructure and tourism flow management. Popular destinations like Santorini and Mykonos face overcrowding, placing pressure on local communities and natural resources.
Climate Change and Changing Travel Habits
Climate change has significantly impacted the tourist experience in Greece and globally. Wildfires and heatwaves, such as those experienced in summer 2023 and 2024, have created challenges in popular destinations. Travelers, particularly Europeans, are adapting their vacation planning. According to research, 80% of Europeans now consider weather forecasts before booking their holidays, avoid areas with extreme temperatures, and opt for off-season travel times.
Public Perception of Tourism in Greece
How do Greek citizens view tourism? According to the survey “Tourism in Greece”, participants shared both positive and negative perspectives. On one hand, they recognize Greece’s natural beauty, hospitality, and its appeal to visitors. On the other hand, concerns about rising costs, price gouging, and insufficient infrastructure were raised. Citizens acknowledge tourism’s crucial role in the economy, offering significant opportunities, especially for the youth. However, they also express concerns about the uneven distribution of benefits and the impact on local communities.
Tourism is seen as closely linked to economic growth, attracting investments, and creating jobs. Citizens call for better tourism management, which includes strengthening infrastructure, extending the tourist season, regulating short-term rentals that increase living costs, and promoting sustainable tourism that respects both the environment and local communities.
The Three Key Studies
The three studies discussed at the SETE conference were presented by various speakers:
“Competitiveness of Greek Tourism: Key Factors” was conducted by INSETE and presented by Ilia Kikilias, General Director of INSETE.
“Impact of Geopolitical and Macroeconomic Developments on Tourism Flows” was conducted by PwC and presented by Leonidas Papaioannou, Partner – Government & Public Sector at PwC Greece.
“Tourism in Greece: Challenges, Opportunities, and Sustainable Prospects” was conducted by AboutPeople and presented by Ilia Tsaousakis, co-founder of AboutPeople.
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