Greece Tops Europe as Hospitality Investment Destination, Ahead of Italy, Spain and France

New international surveys rank Greece as the leading destination for hospitality investment in Europe, attracting 43% of investor preference. Despite the strong momentum, investors identify four key challenges: labour shortages, seasonality, the limited presence of international operators, and a shortage of investment-ready hotel assets.

Greece has emerged as the most attractive hospitality investment destination in Europe, surpassing traditional markets such as Italy, Spain and France, according to two new international surveys presented this week.

The findings position Greece as the preferred gateway for international capital entering Europe, with investors from the United States, Asia and the Middle East increasingly targeting the country’s tourism and hotel sector.

Greece ranks first among European hospitality investment destinations

According to the Investor Pulse Check, conducted during IHIF EMEA in Berlin in March 2026, and a separate survey among 62,500 international Hospitality Investor subscribers carried out in June 2026, Greece received 43% of investor preference, securing first place among Europe’s leading hospitality investment markets.

Preferred investment destinations in Europe

• Greece: 43%
• Italy: 29%
• Spain: 14%
• France: 14%

(See chart.)

The result marks a remarkable turnaround, considering that Greece ranked only fifth in the previous survey, behind Europe’s major Western markets.

Europe remains investors’ preferred region

The research also shows that 82% of respondents consider Europe their primary investment destination for hospitality assets.

Within Europe, Greece and Italy are increasingly viewed as the main gateways for capital flowing into Southern Europe, benefiting from growing investor confidence amid global geopolitical uncertainty.

Notably, none of the investors surveyed indicated plans to halt or withdraw investments because of geopolitical developments. Instead, many are reallocating capital towards European markets perceived as more stable and resilient.

Investors are targeting premium, income-producing assets

The profile of hospitality investments is also changing.

Rather than focusing on distressed hotels requiring extensive refurbishment, institutional investors are now seeking:

• operational, investment-ready hotel assets;
• four- and five-star properties;
• professionally managed hotels;
• branded hospitality products;
• ESG-compliant and sustainable developments.

This shift reflects the growing presence of institutional capital looking for stable returns and long-term value creation rather than opportunistic redevelopment projects.

Four structural challenges remain

Despite Greece’s leading position, investors identified four major structural issues affecting the market:

• limited presence of international institutional investors;
• shortage of international hotel management companies and white-label operators;
• strong seasonality, limiting year-round hotel performance;
• persistent labour shortages across the hospitality sector.

According to the survey, these factors increase operational risk and may encourage investors to exit investments sooner than originally planned.

Limited supply of investment-ready hotels

Another important finding is the lack of mature hospitality investment opportunities in Greece.

Investors increasingly favour fully operational, professionally managed hotels capable of generating immediate cash flow. However, the limited availability of such assets has pushed valuations higher, widening the gap between buyers’ expectations and sellers’ pricing.

Athens and the islands remain the main investment magnets

Athens continues to attract the strongest investor interest, while demand remains particularly high for leading island destinations, including:

• Mykonos
• Paros
• Milos
• Santorini

Crete is also attracting growing attention thanks to improved infrastructure and enhanced international air connectivity.

Meanwhile, investor interest is gradually expanding into the Peloponnese, with Porto Heli already established as a premium destination and Kalamata emerging as a promising market driven by infrastructure upgrades.

R&R Forum draws growing international participation

The positive investment outlook is also reflected in preparations for the R&R Forum, organised by Questex in partnership with Enterprise Greece.

The event, scheduled for 16–18 November 2026, is expected to welcome approximately 5,000 international participants, while registrations are already 17% higher than last year.

Key findings at a glance

• 82% of investors identify Europe as their preferred investment region.
• 43% rank Greece as Europe’s most attractive hospitality investment destination.
• 29% select Italy.
• 14% choose Spain.
• 14% choose France.
• 62,500 international professionals participated in the Hospitality Investor survey.
• 17% increase in registrations has already been recorded for the 2026 R&R Forum.

The findings suggest that Greece is no longer viewed simply as a post-crisis recovery story but as one of Europe’s most attractive and mature hospitality investment markets. Maintaining this momentum, however, will depend on addressing long-standing structural challenges, including labour shortages, seasonality, the expansion of international hotel operators and the creation of a larger pipeline of investment-ready assets.

Source: pagenews.gr