The hotel sector is a key pillar of Greek tourism and has recorded strong growth in recent years. According to an industry study by ICAP CRIF, the total market size (revenues) of three, four and five-star hotels achieved an average annual growth rate of 21% between 2021 and 2025, driven in part by the continuous increase in tourist arrivals to Greece. According to estimates by the Greek Tourism Confederation (SETE), the direct contribution of tourism to Greece’s GDP is expected to reach 13% of GDP in 2025 (32.4 billion euros). When the sector’s wider multiplier effects are taken into account, its overall contribution is estimated to rise to 30% of GDP in the same year. Foreign tourist arrivals reached a new record in 2025, approaching 38 million visitors, an increase of 5.6% compared with 2024. Tourism revenues also increased, reaching 23.6 billion euros in 2025, up 9.4% year-on-year. The sustained growth in tourism flows to Greece in recent years has been driven by a combination of factors, including the country’s reputation as a safe tourist destination, improvements in infrastructure - particularly the upgrading of the national hotel stock - and the systematic promotion of the Greek tourism product in international markets. As regards 2026, inbound travel during the first four months of the year was up by 27%, while travel receipts increased by 37%, partly reflecting a rise in average expenditure per trip of 8.1%.Foreign visitors continue to constitute the most important customer segment for Greek hotels, accounting for approximately 85% of total annual overnight stays. The average annual occupancy rate of hotel accommodation establishments in Greece stood at 51% in 2024, compared with 55% in 2023 (ICE ATENE)

Fonte notizia: ICAP CRIF e Greek Tourism Confederation