Greek tourism continues to show mixed results in the summer of 2025, with revenues and international arrivals trending upward, while hotels – especially in Athens – face pressure on average occupancy and revenue per available room.

Data released by the Athens-Attica and Saronic Islands Hotel Association (EXA) and the Institute of the Greek Tourism Confederation (INSETE) highlight the contrast between the general increase in travel receipts and arrivals, and the stagnation or partial decline in hotel performance, exacerbated by strong competition from short-term rental accommodations.

While Athens remains ahead of Istanbul, it lags behind major European tourism capitals such as Rome, Madrid and Barcelona.

Regarding hotel performance in Athens, EXA data show a negative trend in July 2025, while the seven-month period of the year remained roughly at the same level as the corresponding period in 2024.

July confirmed industry concerns, as average occupancy fell to 83.3%, down from 86.4% in July 2024 (a 3.6% drop), following a June decline of 2%.

Compared with July 2023, the decline in occupancy reaches -5.7%.

The average daily rate in July was 207.85 euros, slightly up from €205.54 in July 2024.

Travel receipts for January-June 2025 rose by 11% year-on-year to €7.66 billion, according to INSETE data.

Source: Ekathimerini.com