Once a well-kept secret, Greece has firmly established itself as one of Europe’s most dynamic hospitality investment destinations. Over the past decade, the country has paired record-breaking tourism performance with strategic improvements in infrastructure, air connectivity, and regulatory efficiency - positioning itself as a true rising powerhouse in the European travel market.
Unprecedented Tourism Growth
Since the mid-2010s, Greek tourism has consistently recorded double-digit growth. In 2024, the country welcomed over 33 million visitors, surpassing pre-pandemic levels and setting new records for visitor spending. Beyond traditional summer holidays, Greece is now emerging as a 12-month destination, offering experiences in leisure, wellness, gastronomy, and business travel, which reflects its growing global appeal.
Connectivity and Infrastructure Drive Expansion
Major upgrades in airports, ports, and road networks have underpinned the nation’s tourism boom. Privatized regional airports, managed by Fraport, now rank among Europe’s most efficient, while Athens International Airport serves as a leading hub linking Europe, the Middle East, and North America. Investments in marinas, cruise terminals, and inter-island transport are enhancing accessibility and supporting the diversification of the tourism product.
From Boutique Luxury to Global Brands
Global hotel groups such as Marriott, Hyatt, Accor, and Mandarin Oriental have recognized Greece’s potential, expanding or entering the market with high-end properties. With the hospitality sector generating a record turnover exceeding €11 billion in 2024, Greek tourism is demonstrating both resilience and profitability, confirming its status as a compelling investment destination.
Competing with Europe’s Elite
Rising average daily rates (ADRs), strong revenue per available room (RevPAR) growth, and a stable macroeconomic environment now place Greece in direct competition with traditional European hotspots like Spain, Portugal, and Italy. Supported by sustained investor demand and an enhanced investment framework, Greece is emerging as one of Europe’s most attractive destinations for hospitality and real estate investment.