#TOURISTS
Tourism 2025: What This Season Revealed and What Lies Ahead in 2026
Beneath headline numbers, however, lie challenges that will shape the industry’s agenda for 2026.
Athens' Tourism Model at Risk of Becoming Unsustainable
In central Athens alone, around 15,000 such properties are now active—nearly matching the 18,700 hotel rooms in the same area.
More Tourists in Greece Opt to Eat and Drink Inside Their Accommodations
A noticeable shift is taking place in the spending habits of tourists visiting Greece, with an increasing number choosing to eat and drink within their accommodations rather than dining out.
Tourists and Locals Alike to Benefit from Greece’s New ATM Fee Rules
In a sweeping reform set to take effect in less than three weeks, Greece will abolish ATM withdrawal fees across the country, ensuring free or capped charges for both locals and tourists, with special provisions for rural areas and digital banking users.
Greece Rises in Popularity Among European Tourists, Spending Expected to Increase
Greece is gaining ground as a top destination for European tourists in 2025, climbing the popularity ranks especially among German and French travelers, according to new data from the Institute of the Greek Tourism Confederation (INSETE).
Greek Tourism Sees Rise in Visitors but Faces Revenue Challenges
At the same time, Greece faces intensified competition from nearby destinations such as Turkey and Egypt
Tourists Spending More for Shorter Stays in Greece, But Overall Trip Costs Hold Steady
Tourists in Greece are splashing out more cash each day, but cutting their vacations short—leaving total spending per trip virtually unchanged since before the pandemic. New Bank of Greece data for 2024 reveals a sharp drop in average stay length and a tourism sector increasingly skewed toward high-end, short-term travel.