Tourism in Greece is facing some big changes. While 2024 brought the country over 22 billion euros, there are challenges on the horizon for 2025.
One major change is the introduction of new tourist taxes. Countries worldwide are adopting special taxes to boost revenue, protect cultural heritage from overtourism, or better manage tourist numbers. Greece is joining this trend. By 2025, places like Santorini and Mykonos plan to introduce a special cruise tax, but this measure will likely reach beyond these islands to other tourist hotspots across Greece.
At the recent 4th Regional Conference of the Panhellenic Hoteliers Federation, there were talks about increasing the Climate Crisis Resilience Fee and the Temporary Resident Accommodation Fee. With the next tourist season just three months away, some worry that these changes might hurt Greece’s appeal to travelers.
Tourism has brought great financial gain, but there are concerns about the future. Along with new fees, the unstable situation in the Middle East and uncertainties about Syria are prompting a reevaluation of the primary tourist markets. It's crucial to ensure Greece remains seen as a safe destination.
Looking at the numbers for 2024, tourism in Greece is on a strong upward swing. As of October, there were about 25 million international air arrivals, marking an 8.1% increase from 2023, which is nearly 1.9 million more tourists. Road arrivals also jumped by 13.9%, bringing in another 10.9 million visitors compared to 2023. If this momentum holds, Greece might see a record-breaking 38 million tourists in 2025.
However, tourism isn’t spread out evenly across the country. Out of 13 regions, only five are reaping the majority of the rewards, with two regions taking most of the benefits. Half of the tourism revenue is generated in just these two regions, while 90% is confined to five regions, leaving the remaining eight regions with only 10% of the direct benefits. Of course, there's some redistribution via internal travel and spending.
Giannis Chatzis, President of the Federation, highlighted this imbalance, saying, “For some regions, tourism is crucial, and we aim to boost their growth. But we also see potential in eight other regions that could incorporate tourism into their economic mix if they choose. Tourism isn’t something you can switch on and off easily. It requires strategic planning, hefty investments, years of dedication, and ongoing collaboration between public and private sectors.
Destinations that currently thrive on tourism have done so through decades of hard work and investment. We must not endanger what past generations have built. Developing destinations also need to honestly consider if they want tourism to be a core part of their economy. If so, they must be willing to invest the necessary time and resources to make it happen.”