Greek hospitality entrepreneurs are becoming increasingly optimistic about their future, with the business climate appearing significantly stronger than in previous years—surpassing the EU average for the first time. This exceptionally bolstered image of Greek tourism is documented in the 2025 Hospitality Barometer by Booking.com in collaboration with Statista.
Access to financing for industry professionals has improved markedly, boosting investor confidence. This robust economic climate coincides with a readiness among Greek hoteliers to increase hiring, at rates among the highest in Europe. At the same time, Greek entrepreneurs are placing a particular emphasis on staff training—more so than their European counterparts—while showing significant interest in Artificial Intelligence.
85% Expect Growth in the Near Future
The general mood among Greek hoteliers is characterized by optimism and progress, with an overwhelming 85% of respondents expecting growth in the near future.
On a pan-European level, and consistent with previous Barometer findings, hotel chains tend to attract greater confidence and investments compared to independent and alternative accommodations. As Alessandro Callari, Regional Manager at Booking.com, noted during an informative session, a major challenge for businesses in the sector remains the adoption of new technology.
Epirus Named Among the Most Welcoming Regions Worldwide
In the 2026 Traveller Review Awards, Greece emerges as a premier hospitality destination, reaffirming its long-standing reputation for high-level tourism services.
A standout distinction goes to Epirus, which ranks among the most welcoming regions globally for 2026, thanks to its authentic landscape and the warm hospitality of its residents. In total, 71,230 partners in Greece were honored, based on more than 6.3 million traveler reviews, achieving an average rating of 9.3/10—one of the highest scores internationally.
This distinction reflects a continuous improvement in services and a steadfast commitment to quality. At the same time, the recognition highlights the diversity of accommodations—ranging from apartments and villas to hotels and campsites—which form a rich and multifaceted tourism landscape. Greece continues to evolve as a destination that blends natural beauty, culture, and authentic hospitality, attracting visitors from across the globe.
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