Recovery and Growth of Greek Tourism (2019–2024)
In the five-year period 2019–2024, Greek tourism followed an impressive path of recovery and growth, overcoming the serious impacts of the COVID-19 pandemic. After the dramatic decline in 2020, a steady and dynamic recovery was recorded, leading 2023 and 2024 to levels of arrivals and revenues exceeding those of 2019.
Year | International Arrivals (% of 2019) | Tourism Revenues (% of 2019) |
|---|---|---|
2019 | 100% | 100% |
2020 | 21.76% | 23.63% |
2021 | 44.12% | 58.24% |
2022 | 58.82% | 82.42% |
2023 | 96.18% | 112.64% |
2024 | 105.88% | 119.23% |
In 2024, international arrivals reached +8.1% from 2023, while road arrivals increased by +14.4%. The increase in cruise revenues was also impressive, reaching +31.2%. Although the average per capita expenditure decreased by -5.1%, the overall picture remains strongly positive.
Hotel Industry & Investments
In 2024, there was a 9% increase in turnover from the previous year, while investments reached 9% of turnover. The customer satisfaction index reached 86.9%. The five-year period was characterized by significant investment activity, with a focus on luxury hotels, renovations and the entry of large international groups such as Four Seasons, Mandarin Oriental, W Hotels and One&Only. Complex tourist complexes were also created in areas such as Hellinikon, where the largest urban regeneration in Europe is being implemented, amounting to 8 billion euros. The project includes a 2,000-acre coastal park, luxury hotel units and infrastructure that incorporates smart and sustainable technologies. This development is expected to add 2.4 units to the country's GDP and create up to 70,000 new jobs, significantly strengthening the tourism sector
Specialization & Quality Tourism
The Greek tourism strategy focused on product diversification, with an opening to new markets and thematic formats: cultural tourism, luxury tourism and MICE (Meetings, Incentives, Conferences, Exhibitions). In the cultural sector, there was a full recovery in visitor numbers to popular monuments such as the Acropolis and Knossos, while thematic experiences and investments in cultural infrastructure were developed. Business tourism has been significantly strengthened since 2022, with the creation of the Hellenic Convention Bureau and the hosting of international conferences mainly in Athens and Thessaloniki. At the same time, the need for a new large conference center in the capital is being expressed, capable of further boosting annual revenues by up to €6 billion.
Sustainability & All-Year Tourism
The modern strategy emphasizes sustainable, quality and multidisciplinary tourism, with the aim of operating the sector all year round and decongesting popular destinations. Measures to manage overtourism have already begun to be implemented, ensuring a balance between development and protection of natural and cultural wealth.
Recovery and Growth of Greek Tourism (2019–2024)
In the five-year period 2019–2024, Greek tourism followed an impressive path of recovery and growth, overcoming the serious impacts of the COVID-19 pandemic. After the dramatic decline in 2020, a steady and dynamic recovery was recorded, leading 2023 and 2024 to levels of arrivals and revenues exceeding those of 2019.
Year | International Arrivals (% of 2019) | Tourism Revenues (% of 2019) |
|---|---|---|
2019 | 100% | 100% |
2020 | 21.76% | 23.63% |
2021 | 44.12% | 58.24% |
2022 | 58.82% | 82.42% |
2023 | 96.18% | 112.64% |
2024 | 105.88% | 119.23% |
In 2024, international arrivals reached +8.1% from 2023, while road arrivals increased by +14.4%. The increase in cruise revenues was also impressive, reaching +31.2%. Although the average per capita expenditure decreased by -5.1%, the overall picture remains strongly positive.
Hotel Industry & Investments
In 2024, there was a 9% increase in turnover from the previous year, while investments reached 9% of turnover. The customer satisfaction index reached 86.9%. The five-year period was characterized by significant investment activity, with a focus on luxury hotels, renovations and the entry of large international groups such as Four Seasons, Mandarin Oriental, W Hotels and One&Only. Complex tourist complexes were also created in areas such as Hellinikon, where the largest urban regeneration in Europe is being implemented, amounting to 8 billion euros. The project includes a 2,000-acre coastal park, luxury hotel units and infrastructure that incorporates smart and sustainable technologies. This development is expected to add 2.4 units to the country's GDP and create up to 70,000 new jobs, significantly strengthening the tourism sector
Specialization & Quality Tourism
The Greek tourism strategy focused on product diversification, with an opening to new markets and thematic formats: cultural tourism, luxury tourism and MICE (Meetings, Incentives, Conferences, Exhibitions). In the cultural sector, there was a full recovery in visitor numbers to popular monuments such as the Acropolis and Knossos, while thematic experiences and investments in cultural infrastructure were developed. Business tourism has been significantly strengthened since 2022, with the creation of the Hellenic Convention Bureau and the hosting of international conferences mainly in Athens and Thessaloniki. At the same time, the need for a new large conference center in the capital is being expressed, capable of further boosting annual revenues by up to €6 billion.
Sustainability & All-Year Tourism
The modern strategy emphasizes sustainable, quality and multidisciplinary tourism, with the aim of operating the sector all year round and decongesting popular destinations. Measures to manage overtourism have already begun to be implemented, ensuring a balance between development and protection of natural and cultural wealth.