Facts on Greek Tourism

With the international tourism market entering a stabilization phase after the explosive recovery of 2022-2023, the performance of Greece is particularly positive this year and the country is emerging as a growing investment destination. This was one of the key conclusions of this year's Resort & Residential Hospitality Forum held in Athens, which highlighted critical trends, challenges and investment opportunities for Europe and the Mediterranean. Research firm STR (Costar), presented an overall picture of international trends, highlighting that the global hotel market has now entered a period of balancing. On a pan-European level, 2025 is set to be a year of steady progress, with RevPAR +4% through August. The study also highlighted the continued rise of premium categories: luxury and upper upscale hotels account for just 20% of rooms in the Mediterranean, but account for 30–50% of the total ADR performance. The price gap between countries is widening: the ADR difference between France and Turkey has increased from €151 a decade ago to €238 today. 

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