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While Turkey faces a significant drop in tourism numbers, Greece is experiencing a surge in visitors, with optimistic projections for 2024.
Tourism in Greece has experienced a dramatic rise, with visitor numbers skyrocketing by 120 percent from 2019 to 2023. According to the Bank of Greece, the country welcomed 36 million travelers in 2023, and projections indicate even higher figures for the coming year.
A survey conducted by Pulse for Kathimerini, as part of the Reimagine Tourism in Greece initiative, has provided insights into public opinion regarding the current state and future of tourism. The report reveals the collective perspective on the industry’s trajectory.
The survey identified a growing trend favoring “quality” tourists over sheer numbers. Over 45 percent of respondents preferred attracting affluent visitors who spend more, while only 20 percent favored increasing tourist volume.
Concerns about short-term rentals are particularly acute in Athens, with over 61 percent of Athenians expressing worry. Other regions have reported that holidaymakers are driving up housing prices and the overall cost of living.
The environmental impact of tourism is also a significant concern, with 64 percent of locals advocating for the protection of natural landscapes from excessive construction and poor resource management, particularly regarding water resources.
Despite these concerns, 87 percent of respondents recognized tourism’s critical role, noting that it contributes 25 to 30 percent of Greece’s GDP. There is a strong positive perception of tourism’s economic benefits, as the increasing number of visitors has led to substantial economic gains.
Many Greeks recognize the essential economic role of tourism but emphasize the need for strategies that balance growth with environmental conservation and sustainable development.
The report from the survey recommended distributing tourists more evenly throughout the country to avoid overcrowding in a few popular destinations and to extend the economic benefits more broadly.
Promoting lesser-known regions could provide tourists with new experiences while reducing the pressure on traditional hotspots like Athens, Santorini, and Mykonos.
Greece has already implemented some measures to address overtourism, including a climate crisis resilience tax added to hotel bills to raise funds for natural disaster relief.
Santorini is planning to introduce a cap on cruise passengers by 2025, limiting the number of disembarking passengers to 8,000 per day, according to Mayor Nikos Zorzos. The Greek prime minister has indicated that similar caps might be applied nationwide.
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