Greek Tourism Sector ends 2024 on a High Note

Although official data from the Bank of Greece is expected in the coming months, a study by PwC presented at the Hellenic Association of Tourism Enterprises (SETE) conference suggests that arrivals could reach an all-time high of 41.6 million.

This would represent a 22.4 per cent increase compared to 2023, when arrivals exceeded 36 million.

In 2022, tourist arrivals were around 30 million, including cruise passengers.

According to additional research conducted by SETE and its Institute for Tourism Research and Forecasts (INSETE), tourism remains a cornerstone of the Greek economy, contributing approximately 13 per cent of GDP annually.

Greece continues to compete with top destinations such as Spain, Italy, France, Portugal, Turkey, and Croatia, drawing visitors through its natural beauty, cultural heritage, and renowned hospitality.

Despite its success, challenges persist, particularly in infrastructure and the management of tourist flows.

Popular destinations such as Santorini and Mykonos face significant strain due to overcrowding, affecting local communities and natural resources.

Climate change also poses a growing challenge, with wildfires and heatwaves during the summers of 2023 and 2024 impacting travel experiences and reshaping travel patterns across Europe.

Research indicates that 80 per cent of European travellers now adapt their plans to avoid extreme weather conditions.

They prioritise destinations with moderate climates, shift their trips outside peak seasons, and move away from water-centric activities.

In a study titled “Tourism in Greece,” participants highlighted the dual nature of the industry. On one hand, they praised Greece’s natural beauty, hospitality, and attractiveness to visitors.

On the flip side, concerns were raised about rising costs, profiteering, and inadequate infrastructure in certain areas.

People acknowledge tourism as a key driver of economic growth, investment, and job creation, especially for younger generations.

However, they stress the need for more equitable distribution of benefits and greater sensitivity to the impacts on local communities.

Improved tourism management is seen as essential, with recommendations including enhanced infrastructure, the extension of the tourism season, stricter regulation of short-term rentals to control living costs, and the promotion of environmentally friendly and locally supportive thematic tourism.

Source: Reuters