2024 Year in Review

2024 has been a year of remarkable transformation for Greek tourism…

It will be remembered as the year when Greece’s tourism sector reached new heights, surpassing post-Covid 2019 records and forecasting even greater success for 2025. With projections looking stronger than ever, Greece is set to embrace new markets, particularly India, and is set to achieve €22 billion in tourism revenue. The country is also focusing on attracting visitors to lesser-known destinations, strengthening its reputation as one of Europe’s most adaptable and forward-thinking tourism leaders.

However, 2024 also brought challenges, both familiar and new.

“Overtourism” became a buzzword throughout 2024, with many wondering if certain popular destinations in Greece — such as Santorini and Mykonos — were reaching their limits. Greek Prime Minister Kyriakos Mitsotakis addressed these concerns, stating, “Greece is not dealing with an overtourism problem”, but rather faces “challenges of tourist congestion” in a few specific destinations during peak months. To alleviate pressure on these high-demand areas, the Greek government will introduce a cruise passenger levy at key ports (with higher rates for Santorini and Mykonos) from 2025.

Additionally, a new tax bill aimed at combating climate change and enhancing tourism infrastructure has increased the climate resilience fee for all types of tourism accommodation, sparking reactions from professionals.

Also, the debate over short-term rentals intensified in 2024, prompting the government to introduce stricter Airbnb regulations, aiming to balance growth with sustainability.

Despite these pressures, Greece’s tourism future looks bright. Major international hotel chains like Accor, Wyndham, Marriott, Hilton, and Four Seasons continue to invest in the country, and new airline routes and hotel openings are further boosting its global appeal.

As global geopolitical and environmental challenges evolve, Greece’s business environment remains strong, ranking among the top three for rapid development. However, the ongoing need to improve climate resilience and adapt to natural disasters, like wildfires and flooding, remains a key factor in shaping the sector’s future.

As we move into 2025, Greek tourism is expected to face challenges but is also expected to continue to grow with strength and innovation.

Nikos Krinis, Managing Editor, GTP Headlines