Greek Tourism in the Centre of wtm 2025

Greek Tourism Takes Center Stage at WTM London 2025

With the theme "Redefining Travel in a Changing World," the World Travel Market (WTM) London is running from November 4 to 6 at ExCeL, gathering global tourism leaders to tackle crucial topics like policy, strategy, and investment.

Greece is a major player at this global industry event, driven by promising forecasts for the coming year. The Bank of Greece recently announced eight-month revenues for 2025 hitting €16.7 billion, a significant jump from 2024's €14.9 billion, signaling a record-breaking year for receipts.

The market momentum looks set to continue: Britain remains one of Greece’s two largest tourism markets, with professionals expecting this strength to carry into 2026. Furthermore, arrivals are forecast to rise from key markets, including the US, Canada, Saudi Arabia, and India. Consequently, hoteliers are projecting an average contract price increase of 3–5%. While Greece has cemented its position as a top global destination, underlying infrastructure issues persist.

Hotel representatives outlined four immediate threats to Greek hospitality:

Resource scarcity (specifically water).

Saturation in high-demand regions.

Changes in visitor behavior.

Increased permanent settlement by foreign nationals.

Despite these issues, foreign investment in the hotel sector remains robust, actively supported by the government. The industry's lingering question, however, is when Greece will close the revenue-per-arrival gap with its main competitors.

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