The beginning of the new year is usually the occasion for taking stock and planning. In the tourism sector, which is one of the most important economic arms of the country, the close of 2024 left a strong imprint and gives an auspicious outlook as the Athens News Agency states. 

Although official figures from the Bank of Greece are expected in the coming months, research such as the one prepared by PwC and recently presented at the SETE conference, speaks of an all-time high and arrivals that could reach up to 41.6 million, an increase of 22.4% compared to 2023.

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

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

Greece continues to compete with countries such as Spain, Italy, France, Portugal, Turkey and Croatia, with the main advantages of natural beauty, culture and hospitality. Key markets from which it draws visitors remain Italy, France, the UK, Germany and the US, which account for more than 50% of revenues.

However, challenges are evident in infrastructure and in the management of tourist flows. Typical examples are popular destinations such as Santorini and Mykonos, where the over-concentration of tourists puts pressure on local communities and natural resources.

Climate change is an event that affects the tourism experience in Greece and around the world. Fires and heat waves, such as those experienced in the summer of 2023 and 2024, are causing problems in popular destinations. In this context, it seems that the way Europeans plan their travel now is also changing. 80% are doing at least one of the following: They take weather forecasts into account before booking their holidays, they avoid places with high or low temperatures and choose something in between, they do not necessarily combine their holidays with water activities and they also change the time period, choosing other months outside the high season.

PEOPLES PERSPECTIVES

But how do citizens themselves see tourism in our country? Through the "Tourism in Greece" survey, participants present two aspects of tourism: on the one hand, the "bright" side, which includes the natural beauty, hospitality and attractiveness of the country for visitors, and on the other hand, they express concerns about challenges, such as punctuality in some destinations with phenomena of obscenity and the burden or even lack of infrastructure. Citizens recognise tourism as a key economic pillar, offering important 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 stress the need for better management of tourism, with measures such as strengthening infrastructure, extending the tourist season, the need to control and tax short-term rentals which increase the cost of living, and consider it important to promote thematic forms of tourism that respect the environment and local communities.

The three surveys were prepared and presented by the following organisations and speakers:

• "Competitiveness of Greek Tourism: The Critical Factors". The key factors that determine the competitiveness of the Greek tourism industry.
• "Impact of Geopolitical and Macroeconomic Developments on Tourism Flows". Prepared by PwC and presented by Leonidas Papaioannou, Partner - Government & Public Sector, PwC Greece
• "Tourism in Greece: Challenges, Opportunities and Sustainable Prospects". It was prepared by AboutPeople and presented by Ilias Tsaousakis, co-founder of AboutPeople.