Greek Tourism sets new records, prioritizing sustainable growth for historic success

Saturday, December 23, 2023

In 2022, Greek tourism made a robust comeback with 27.8 million arrivals. The momentum continued into the January-October period of 2023, witnessing a remarkable 10% increase in international air arrivals, reaching 23 million. This surge translated into a 15% spike in tourism revenue, projected to reach 27 billion euros by the end of 2023, contributing a substantial 12% to Greece’s GDP—surpassing pre-COVID levels significantly.

Eric Dresin, the secretary-general of ECTAA, remarked that Greece became the preferred destination for European travel agents, tour operators, and travelers alike in 2023. ECTAA takes pride in its role in contributing to this historic year for Greek tourism.

This pivotal moment signifies a turning point for Greek tourism, showcasing a noteworthy recovery with increased arrivals and revenues surpassing pre-pandemic levels. The collaborative efforts of industry stakeholders have propelled Greece forward with resilience and development, outshining regional counterparts post-pandemic.

However, challenges have arisen, including the adverse effects of prolonged heatwaves, wildfires, and floods in various regions from July to September. The escalating average annual temperature poses a potential long-term impact on tourism. To address these concerns, Greek authorities and industry stakeholders are prioritizing investments in sustainable destination practices, as demonstrated in the series of roundtables co-organized by ECTAA and GNTO in 2023. These initiatives underscore the industry’s commitment to embracing change and pursuing sustainable growth.

In response to challenges, Greece has diversified its tourism offerings, extending the traditional season to cater to evolving preferences for milder temperatures. Positioned as a year-round destination, Greece not only promises success but also reinforces the resilience of the tourism sector.

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