Greece’s 2024 Tourism Boom: Balancing Record Numbers with Sustainability

ATHENS – Greece’s tourism sector achieved record-breaking figures in 2024, generating €22 billion in revenue and welcoming 36 million visitors, a 10% increase from 2023 and surpassing the pre-pandemic peak of 32 million in 2019.

While celebrating this success, Greece now prioritises sustainable tourism practices to manage overtourism and protect its cultural and natural heritage.

Tourism Minister Olga Kefalogianni attributed the record year to the sector’s strong post-pandemic recovery and Greece’s diverse appeal. The industry contributes 13% to Greece’s GDP and provides significant employment. However, the visitor surge has brought challenges, particularly concerning overtourism at popular sites like the Acropolis and Santorini.

Addressing Overtourism:

To mitigate the negative impacts of overtourism, Greece has implemented several measures:

• Acropolis Visitor Cap: To manage crowds at the Acropolis, a daily limit of 20,000 visitors, coupled with mandatory pre-booking, has been in place since late 2023.
• Increased Cruise Passenger Fees: Starting in 2025, cruise passengers visiting popular islands like Santorini and Mykonos will be charged higher fees (up to €20 per person), with revenue allocated to infrastructure and climate resilience projects.
• Promoting Alternative Destinations: The government encourages tourism to lesser-known areas like Pelion, Evia, and the Zagori villages.
• Extending the Tourist Season: Efforts are being made to promote year-round tourism to reduce pressure during peak months.

Investments in Infrastructure and Sustainability:

Prime Minister Kyriakos Mitsotakis has emphasized the importance of infrastructure modernization and climate resilience. Investments are being made in public transport, eco-friendly facilities, renewable energy, and water conservation, especially in tourism-heavy regions. The Acropolis is undergoing infrastructure improvements, and islands like Crete and Rhodes are implementing resource conservation strategies.

Industry Perspectives:

Industry leaders support the focus on sustainability. Evgenios Vassilikos, president of the Athens, Attica, and Argosaronic Hotel Association, stressed the need for long-term planning but cautioned against rising costs like the new “climate crisis resilience fee.” Yiannis Paraschis, president of the Association of Greek Tourism Enterprises (SETE), praised the sector’s resilience but highlighted the need for strategic investments to manage growth and overtourism.