Greece’s tourism sector saw remarkable growth in 2024, achieving a record high in arrivals. While official data from the Bank of Greece is still pending, studies such as the one conducted by PwC, presented at the SETE conference, predict a substantial rise in arrivals, potentially reaching 41.6 million, a 22.4% increase from 2023. In 2023, arrivals exceeded 36 million, and in 2022, they were around 30 million, including cruise tourism.
Tourism continues to be a vital pillar of Greece’s economy, contributing approximately 13% to the GDP annually. Two additional studies—one by AboutPeople for SETE and another by INSETE—further highlight the sector’s importance. Major markets for Greek tourism include Italy, France, the UK, Germany, and the USA, which together account for over 50% of tourism revenue.
Despite the growth, challenges remain, particularly in infrastructure and managing tourist flows in popular destinations like Santorini and Mykonos, where overcrowding puts pressure on local resources. Climate change also poses a threat, as extreme weather events, such as wildfires and heatwaves, have disrupted tourism. As a result, European travelers are increasingly considering weather forecasts before booking trips, avoiding destinations with extreme temperatures, and shifting their vacations outside peak season.
A survey titled “Tourism in Greece” reveals that Greek citizens acknowledge the economic importance of tourism but also express concerns over high prices in some areas, profiteering, and the strain on infrastructure. Many emphasize the need for better tourism management, such as enhancing infrastructure, regulating short-term rentals, and promoting sustainable tourism practices.
