The beginning of the new year is traditionally an opportunity for evaluations and new plans. In the tourism sector, which is one of the country’s most important economic pillars, the conclusion of 2024 left a strong mark and offers a promising outlook. Although official data from the Bank of Greece is expected in the coming months, studies such as the one conducted by PwC and recently presented at the SETE conference refer to a record high in arrivals, potentially reaching 41.6 million, reflecting a 22.4% increase compared to 2023.

According to official SETE data, arrivals in 2023 exceeded 36 million, while in 2022, they reached approximately 30 million (this includes the number of cruise tourists).

Two additional studies—one conducted by AboutPeople on behalf of SETE and another by INSETE—confirm once again that tourism remains one of the most crucial pillars of the Greek economy, contributing approximately 13% annually to the GDP.

Greece continues to compete with countries such as Spain, Italy, France, Portugal, Turkey, and Croatia, leveraging its natural beauty, cultural heritage, and hospitality as key advantages. Major markets from which Greece draws visitors include Italy, France, the United Kingdom, Germany, and the USA, which collectively account for over 50% of revenue.

However, challenges are evident in infrastructure and managing tourist flows. Notable examples include popular destinations such as Santorini and Mykonos, where the overcrowding of tourists creates pressure on local communities and natural resources.

Climate change is a reality that impacts the tourism experience in Greece and worldwide. Wildfires and heatwaves, like those seen in the summers of 2023 and 2024, cause significant issues in popular destinations. In this context, European travelers are changing the way they plan their trips. Around 80% of them now do at least one of the following: consider weather forecasts before booking their holidays, avoid destinations with extreme temperatures (too high or too low), opt for moderate climates, decouple their vacations from water-based activities, and shift their travel to months outside the high season.

How Citizens View Tourism
How do Greek citizens perceive tourism in the country? Through the survey “Tourism in Greece,” participants reveal two sides of tourism: on the one hand, the “bright” side, including natural beauty, hospitality, and the country’s appeal to visitors; and on the other, concerns over challenges such as high prices in some destinations, instances of profiteering, and the strain or lack of infrastructure.

Citizens acknowledge tourism as a key economic pillar, offering significant opportunities, especially for young people, but they also express concerns about the unequal distribution of benefits and the impact on local communities. Tourism is closely linked to economic growth, attracting investments, and creating jobs. Respondents highlight the need for better tourism management with measures such as enhancing infrastructure, extending the tourism season, regulating short-term rentals that increase living costs, and promoting thematic tourism that respects the environment and local communities.

The three studies were conducted and presented by the following organizations and speakers:

• “Competitiveness of Greek Tourism: The Critical Factors”
  Conducted by INSETE and presented by Elias Kikilias, General Director of INSETE.
• “Impact of Geopolitical and Macroeconomic Developments on Tourism Flows”
  Conducted by PwC and presented by Leonidas Papaioannou, Partner – Government & Public Sector at PwC Greece.
• “Tourism in Greece: Challenges, Opportunities, and Sustainable Prospects”
  Conducted by AboutPeople and presented by Elias Tsaousakis, Co-founder of AboutPeople.