The beginning of the new year is usually the occasion for taking stock but also for new plans. In the tourism industry, which is one of the most important economic arms of the country, the closure of 2024 has left a strong imprint and gives an auspicious outlook. Although the Bank of Greece’s official figures are expected in the coming months, surveys such as the one prepared by PwC and recently presented at its conference YOU AREspeaks of a historic high and arrivals that may reach up to 41.6 million, i.e. a 22.4% increase compared to 2023.

According to SETE’s official data, arrivals in 2023 exceeded 36 million, while in 2022 they reached around 30 million. (The above includes the number of tourists from the cruise).

Based on two more surveys conducted one by About people on behalf of SETE and the other from INSET it is confirmed once again that tourism continues to be one of the most important pillars of the Greek economy, contributing approximately 13% to GDP annually.

Greece continues to compete with countries such as Spainh Italyh Franceh Portugalh Turkey and the Croatianwith the main advantages of natural beauty, culture and hospitality. The main markets from which it draws visitors remain Italyh Francethe United Kingdomh Germany and the USAwhose participation exceeds 50% of revenues.

Challenges, however, are evident in infrastructure and the management of tourist flows. Characteristic examples are popular destinations such as Santorini and the Mykonoswhere over-concentration of tourists creates pressure on local communities and natural resources.

Climate change is an event that affects the tourist experience in Greece and throughout the world. Fires and heat waves, such as those that occurred in the summer of 2023 and 2024, cause problems in popular destinations. In this context, it seems that the way Europeans plan their trips is also changing. 80% do at least one of the following: Check the weather forecast before booking their holiday, avoid places with high or low temperatures and choose something in between, don’t necessarily link their holiday with water activities and also change the time period, choosing other months, outside high season.

How citizens see tourism

But how do the citizens themselves see tourism in our country? Through research “Tourism in Greece”, participants present two sides of tourism: on the one hand, the “bright” side, which includes the country’s natural beauty, hospitality and attractiveness to visitors, and on the other hand, they express concerns about challenges such as punctuality in certain destinations with the effects of profiteering and the burden or lack of infrastructure. Citizens recognize tourism as a key economic pillar, offering significant opportunities, especially for young people, but express concerns about the unequal distribution of benefits and the impact on local communities. Tourism is closely linked to economic growth, attracting investment and creating jobs. They point out the need for better management of tourism, with measures such as the strengthening of infrastructure, the extension of the tourist season, the need for control and fiscal regulation of short-term leases that increase the cost of living and consider it important to promote thematic forms of tourism that respect the environment and the local community.

The three surveys were prepared and presented by the following organizations and speakers: “Competitiveness of Greek Tourism: The Critical Factors”. Prepared by INSETE and presented by Ilias Kikilia, Director General of INSETE.

“Effect of geopolitical and macroeconomic developments on Tourist Flows”. Prepared by PwC and presented by Leonidas Papaioannou, Partner – Government & Public Sector of PwC Greece

“Tourism in Greece: Challenges, Opportunities and Sustainable Prospects”. Produced by AboutPeople and presented by Ilias Tsaousakis, co-founder of AboutPeople.