Tourism in Greece is evolving beyond its traditional summer peak, as more travelers opt for off-season getaways.
Recent data by the National Bank of Greece (NBG) shows that a growing number of visitors are choosing to explore the country during the autumn months, boosting arrivals and helping reduce the industry’s reliance on high-season demand.
According to the latest “Business Trends” report by NBG, nearly three in ten travelers chose to vacation in Greece during the autumn of 2024, highlighting a significant shift in seasonal preferences.
The study’s data shows that autumn arrivals in 2024 surpassed 10 million, marking an annual increase of 9 percent and landing 15 percent higher than 2019 levels. This rate of growth is nearly double that of the summer season, which rose by 8.5 percent over the same period – underlining autumn’s rising momentum and its role in softening Greece’s traditional seasonality.
Hotel sales reflect the same trend. Revenue per room during the autumn months increased by 28 percent in constant prices compared to 2019 (or 67 percent in current prices), while winter and spring also outperformed summer in terms of hotel revenue growth. Specifically, sales in winter and spring were up by 38 percent and 23 percent respectively, compared to 16 percent in summer (all at constant prices), confirming that Greece’s tourism economy is becoming more evenly distributed throughout the year.
Key markets driving growth
The report highlights that growth during autumn 2024 was largely supported by four of Greece’s key traditional markets, which together accounted for 39 percent of total arrivals – up from 35 percent in 2019. Secondary source markets also showed modest gains, surpassing pre-pandemic levels for the first time.
Among European visitors, the United Kingdom and Germany stood out, with arrivals up 37 percent and 30 percent respectively compared to 2019. These two countries alone accounted for half of the total growth recorded during the season, increasing their combined market share to 30 percent, up from 26 percent in 2019.
In contrast, France posted a more modest rise of 14 percent, with its share of arrivals dipping slightly to 4.2 percent (from 4.3 percent in 2019).
Outside Europe, the United States emerged as a major contributor, recording the third-highest increase in arrivals at 28 percent over 2019. Its market share rose to 4.6 percent, from 4.1 percent. Notably, American visitors continue to stand out for their higher spending per arrival and lower seasonal concentration compared to European travelers.
Regional hotel performance
Hotel revenues in autumn 2024 rose across all destination types, with islands leading the way.
Compared to 2019, island destinations posted a 30 percent increase in hotel sales at constant prices. Urban destinations followed closely with 28 percent, while mainland destinations saw more modest growth at 14 percent, largely due to weaker road travel volumes.
The Ionian Islands stood out with the strongest performance, achieving an 88 percent increase in hotel sales at current prices. Though they represent only 9 percent of total sector sales, they were followed by other high-performing regions: the Dodecanese (78 percent), Crete (72 percent), North Aegean (64 percent), and the Cyclades (39 percent).
Thanks to their overall higher performance, island destinations slightly increased their contribution to the tourism sector’s total sales – from 60 percent in 2019 and 2023 to 61 percent in 2024.
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