The Greek tourism sector performed well in 2025 while expectations for the coming year are also promising. However, along with the increased expectations, problems are growing.
These are the main messages that the country’s tourism industry is sending, through statements by industry representatives to “N” participating in WTM London 2025.
This year will obviously end with a record number of arrivals and a large increase in revenue. However, this increase is characterized as inflationary and reflects higher room prices and the increased cost of transportation. At the same time, the investment interest of foreign players in the domestic hotel industry continues unabated, a trend that undoubtedly contributes to the upgrading of the tourism product. A critical question remains the implementation of significant investments in infrastructure projects, in which the country is lagging behind.
Search for offers
According to Yannis Hatzis, president of the Hellenic Hotel Federation, tourism will continue its uneven development path, remaining a foreign exchange revenue industry without a national strategy, adopting a “defense” policy, despite the ongoing wave of investments.
Hatzis pointed out that the lack of infrastructure is a brake on plans for future growth, while emphasizing that the inability to limit short-term rentals is a huge “thorn” in the industry. He suggested that we follow the examples of other European countries in addressing the problem, which are currently focused on significantly limiting the time such accommodations are available.
Hatzis does not share the optimism of all those who talk about increased sizes in 2026, adding that the messages he receives, mainly from the British market, are “freezing” and everyone is asking for offers.
Better days
Alexandros Vassilikos, president of the Chamber of Hotels, is more optimistic, as he “sees” better days ahead.
Speaking to “N”, Vassilikos pointed out that the realization of large foreign investments in the hotel sector is not a problem, nor should it be treated as a threat, as long as there is the appropriate space for the development and support of the “backbone” of Greek tourism: the small hotel businesses, which essentially perpetuate the traditional character of hospitality. Manolis Maris, general manager of Nana Hotels, estimated that the construction of the new airport in Kasteli, Heraklion, could triple the number of visitors to the island. He believes that the island’s hotel potential can accommodate the additional tourists, but the infrastructure cannot. Major investments are needed to reach this level, with major projects involving the road network, water, and ports, he argued.
Adriana Hatzilazarou, marketing director of H hotels collection, stated that she is satisfied with this year’s tourism figures and referred to the qualitative characteristics of the arrivals that are in line with the investments made by the company in Rhodes and Athens. She emphasized that the group’s marketing uses all modern electronic forms of communication and artificial intelligence. Marios Trivizas, of Escape 2 Greece, with a clientele from the USA, Canada and Australia, told “N” that pre-bookings from America have increased by approximately 30% for 2026, after a flat year this year. The regional governor of Attica, Nikos Hardalias, stressed the need to overcome old habits and mindsets, in order to pave the way for the implementation of major infrastructure projects that are required. He also called for the cooperation of all parties involved, especially at the inter-municipal level.
Within the framework of the WTM, the Minister of Tourism Olga Kefalogianni and the Governor of Attica Nikos Hardalias presented the tourism development programs of the country and the Attica region.
During the event, a presentation was also made by the well-known British historian Bettany Hughes.
In statements to “N”, Hughes revealed that, in the spring of 2026, the filming of a new television series will begin in Greece, on the theme of the greatest cities on earth, which will of course include Athens, but also cities that were lost in history. She herself, as an academic historian, emphasized that people live in the present with the knowledge of the past.
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