Greece’s Tourism Booms in 2024, But Sustainability Takes Center Stage

ATHENS, Dec. 24 Greece’s tourism sector celebrated a record-breaking year in 2024, with both visitor numbers and revenue exceeding expectations. However, managing overtourism and promoting sustainable growth are now key priorities for the government and industry leaders.

Tourism Minister Olga Kefalogianni announced projected revenues of 22 billion euros (22.88 billion USD) for 2024, surpassing the 20 billion euros earned in 2023. Tourist arrivals are also expected to top 36 million, a 10 percent increase from the previous year and significantly higher than the pre-pandemic record of 32 million visitors in 2019.

This growth follows a strong recovery after the pandemic, with 30.8 million tourists contributing 20.6 billion euros in 2023. While positive trends and strong pre-bookings suggest continued success in 2025, the focus is shifting from quantity to quality.

Overtourism, a growing concern among Greeks (72.5% according to a recent survey), is prompting action. Popular sites like the Acropolis in Athens, which saw around 23,000 daily visitors during the peak summer months of 2023, and Santorini, struggling with overcrowding from cruise ship passengers, exemplify the challenges.

To address these issues, Greece has implemented several measures:

• Capping daily visitors to the Acropolis: A limit of 20,000 visitors per day has been in place since late 2023, alongside a pre-booking system to avoid long queues.
• Increased fees for cruise passengers: Starting in 2025, fees for cruise passengers disembarking at popular ports like Santorini and Mykonos will increase to up to 20 euros per person, with a portion of the revenue allocated to infrastructure improvements and climate resilience.
• Investment in infrastructure: Prime Minister Kyriakos Mitsotakis has emphasized the importance of improved infrastructure to benefit both tourists and residents. Expanding tourism to lesser-known areas and extending the tourist season are also key strategies.

Industry leaders support the government’s focus on sustainability. Evgenios Vassilikos, president of the Athens, Attica, and Argosaronic Hotel Association, stressed the need for long-term strategic planning to maintain Greece’s competitiveness. He also cautioned against excessive costs, such as the rising “climate crisis resilience fee” for hotel guests, which could deter visitors. SETE President Yiannis Paraschis echoed these concerns, highlighting the resilience of Greek tourism, which contributes 13 percent to the country’s GDP, despite global uncertainties.

While the record numbers are a cause for celebration, Greece is committed to a more sustainable approach, ensuring that the benefits of tourism are balanced with the preservation of its unique cultural and natural heritage. (1 euro = 1.04 U.S. dollars

Source Xinhua