Athens is at a turning point for international tourism. At the 55th annual general meeting of the Athens Hotel Association (EHA), its president, Eugenios Vasilikos, warned that “we can easily slip back to previous eras” if strategic decisions are not taken to guide the capital’s tourism sector.
“Athens needs targeted investments not only from the private sector, which is already moving dynamically, but also from the public sector, which responds at a very slow pace,” Vasilikos said. More than €1 billion has already been invested in hotel renovations across all categories in recent years.
Spatial Planning and Sustainable Growth
The EHA president emphasized the need to implement a stable spatial planning framework for tourism, to prevent overtourism and the issues other cities, such as Barcelona, have faced.
“We need to think about where we want to go and focus on upgrading quality, not just increasing visitor numbers,” he added.
Infrastructure issues remain critical: pothole-ridden roads, inadequate sidewalks, illegal parking, graffiti, and cleanlinesscontinue to affect visitor experience.
Private Initiatives and Emerging Trends
Athens is transforming into a vibrant city with new points of interest. According to Stefan Merkenhof, Managing Consultant at GBR Consulting, hotel properties are being upgraded rapidly, with a notable growth in boutique hotels and service apartments, enhancing the city’s appeal.
Currently, 55 hotel chains operate in Attica, including 25 international chains. In the five-star segment, 82% of rooms belong to chains. Athens climbed to 8th place among Europe’s top cities for hotel investments in 2025, up from 10th in 2024, according to CBRE.
Investors are focusing on upgrading existing properties to create added value, with half believing demand exceeds new supply, while 34% favor “value-add” strategies.
Demand, Occupancy, and Financial Performance
International demand for Athens continues to rise:
- International arrivals 2024: 11.1 million (+8.5% YTD Oct 25/24)
- Foreign tourists: 7.9 million (+9.2% YTD)
- Hotel occupancy YTD Oct 25: 78.6%
- ADR (average daily rate): €185 (+2.8%)
- RevPar (revenue per available room): +2.9%
The U.S. and the U.K. remain Athens’ top markets, despite fluctuations in the dollar and pound.
Challenges and Opportunities
INSETE President Giorgos Vernikos stressed that “there is no room for complacency,” highlighting climate change, short-term rentals, and bureaucracy as threats to business sustainability.
Alexandros Thanos, Executive Advisor at SETE, described Greek tourism as a window of opportunity, predicting that by 2026, Attica will surpass all other regions in revenue and arrivals.
Athens is now establishing itself as a year-round destination, with private investments exceeding €5 billion in 2024, while the need for substantial public interventions remains critical to maintaining high visitor satisfaction.
Statistics – Key Highlights:
- €1 billion: Investments in hotel renovations
- 55: Hotel chains operating in Attica (25 international)
- 82%: Five-star rooms in chains
- 11.1 million: International arrivals 2024
- 78.6%: Hotel occupancy YTD Oct 25
- €185: ADR (+2.8%)
- +2.9%: RevPar increase
Source: pagenews.gr