Greek tourism continues to evolve, with increasing traveler expectations and rising visitor numbers. In 2024, major airports saw record arrivals, reinforcing Greece’s position as a top destination.
Despite this growth, key destinations had mixed results. Santorini welcomed more visitors but saw a decline in hotel revenue, reflecting shifting traveler behavior. At Axia Hospitality, our partner hotels fared better than the average, with an increase in direct bookings through Webhotelier. highlighting the growing importance of optimized online sales strategies.
Athens, Crete, and the Peloponnese experienced strong growth, with higher revenues and profit margins. Strategic pricing and increased demand contributed to their success.
At Axia Hospitality, we remain committed to helping our partners navigate market shifts, optimize revenue, and maintain a competitive edge in an ever-evolving landscape. The future of Greek tourism is bright, and with the right strategies in place, 2025 is set to be another year of success for the industry.
However, recent seismic activity near Santorini raises questions about potential impacts on visitor confidence and travel patterns in the region. While it is too early to predict long-term effects, Axia Hospitality will continue to monitor the situation and support our partners in adapting to any emerging challenges.
For a deeper dive into the numbers and insights, check out our full report here.
