Special interest in tracking his future tourism in Greece present some “hidden” messages sent by the “Annual Report on Greek Tourism 2024” of INSATE that was recently released. From the comparison of the years 2019-2024, a slow and “depressing” period extension emerges, which, however, is “driven” mainly by climate changes but also by the strengthening of Athens as an important city break destination.
In more detail, the Report notes that despite the increase in arrivals by + 14.7% in 2024 compared to 2019, overnight stays in 2024 (231 million) remain lower than the pre-pandemic level (-0.6%). This evidence reveals that growth no longer comes from longer stays, but from more visitors, higher spending and a different time allocation.
The clearest indication of a remarkable extension of time can be seen in the distribution of nights during the year. Between 2019 and 2024, the third quarter (July-September) saw an 11% decrease in overnight stays, while the remaining quarters showed an increase of 13%. As the report states, the decrease in overnight stays in the third quarter between 2024 and 2019 is greater than the corresponding decrease in Visits, due to the decrease in Average Length of Stay.
Despite this, receipts are increasing due to the increase in Average Spend per Night. However, it is likely that the decrease in the Average Length of Stay is also due to the increase in the Average Expenditure per Night, as well as the increase in the share of Attica (i.
In any case, this means that foreign visitors will remain small in the country in the seasonally stable third quarter with the highest hotel prices and choosing the lower cost months, which will negatively affect receipts. However, the third quarter remains with the highest average spending per night, which in 2024 amounted to 89,1 euros, increased by + 17,2% compared to 2019. Of course, on the other hand, this shift reduces the severe pressure of the summer months on the infrastructure and local communities.
Athens as a lever for time extension
In this changing landscape, Attica emerged as the main pillar of stability and expansion of the tourist season. Its contribution to the increase in sizes is impressive and, in some cases, exceeds 100% of the total change in the country.
Specifically, as the report notes, in the period 2019-2024, Attica collected 106% of the net increase in arrivals in the country, and 74% of the increase in receipts (approximately +2.2 billion euros). It also recorded an increase in overnight stays of 13.8 million, while the country as a whole showed a net decrease
The District’s receipts have almost doubled in five years, making Athens a 12-month city break destination, with a strong presence of visitors in the first, second and fourth quarters of the year.
The extension of time is directly related to the change in the market mix
The cruise also plays a decisive role. Its revenue increased from €499 million in 2019 to more than €1 billion in 2024, while passengers reached 4.7 million from 2.7 million before the pandemic.
And all this despite the fact that Athens has a recognized lack of basic infrastructure and especially infrastructure that increases the tourist stream such as a large conference center, a constant request of the hotel industry.
Athens now acts as a key gateway, boosted by the explosive rise of the US market, boosted by the significant increase in the number of direct flights. .
Who’s traveling – and when
The extension of time is directly related to the change in the market mix. The five high-cost markets (Germany, UK, US, France, Italy) account for 81% of the growth in arrivals between 2019 and 2024, and 73% of the growth in receipts, or almost €2.1 billion
The USA in particular contributed €746 million in additional income, an amount equal to 22% of the country’s total increase in tourism receipts. These are travelers who often choose spring and autumn, which increases the demand for less high.
2026 and beyond: the risk behind success
Despite the positive picture, the report warns that the outlook remains weak. High taxes, increased energy costs and the Climate Change Fee limit the ability to operate many units outside of summer, especially in less mature destinations.
At the same time, Greece records low hotel environmental certification rates compared to competing countries, while the lack of labor and skills threatens the quality of the experience – a significant comparative advantage of the product.
Taylor Swift and the convention center
A big challenge is also the development of the tourist product, which will create the conditions for the spatial and temporal expansion of tourism, and will also improve the attractiveness of work in the sector. Development has always focused on two main pillars: the use of cultural resources and the strengthening of conference tourism by creating a modern large International Conference Center in Athens.
A trend that has been developing in recent years is live tourism, ie tourism based on events – culture or sport. A leading example of live tourism is Taylor Swift’s Eras tour, which is estimated to bring many economic benefits to the cities that host it.
Live tourism is particularly popular with generation Z – at a conference of the Pacific Asia Travel Association (PATA) it was reported that it is the main driver for 10% of this generation and with an upward trend. Greece, apart from the Athens Marathon, has a small participation in this market but also has many possibilities based on the sports facilities and cultural resources it has.