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Athens is set to see a sharp increase in inbound tourism from the United States in 2025, with projections based on rising Google searches showing a 50 percent surge in interest compared to last year.
According to the Athens-Attica & Argosaronic Hotel Association, searches for travel to Athens from US travelers have increased significantly, with additional growth noted from Israel, the United Kingdom, and France — up by 30 percent, 15 percent, and 4 percent, respectively.
“This is a key development that highlights Athens’ growing status as a sought-after tourist destination,” said Evripidis Tzikas, board member of the association and general manager of Athens Capital Hotel-MGallery Collection.
During a press briefing on Tuesday, Tzikas expressed optimism about the increasing demand for Athens and the expected influx of new hotel investments. He also highlighted that the expansion of direct flight connections to Athens from major US airports will play a crucial role in attracting more American tourists in 2025.
Evgenios Vassilikos, the newly elected president of the Athens-Attica & Argosaronic Hotel Association, noted that 2024 has been a relatively strong year for Athens hotels. Despite a slight dip in summer occupancy, the city has maintained high room rates.
“We are slightly concerned about the political situation in Europe, particularly in Germany and France, as well as ongoing geopolitical tensions. However, demand remains steady, and we are hopeful this trend will continue through 2025,” Vassilikos added.
From right: Athens-Attica & Argosaronic Hotel Association President Evgenios Vassilikos with Ismini Panagiotopoulou (Second Vice President), Anastasios Kanellopoulos (Treasurer) and Evripidis Tzikas (member). Photo © Greek Travel Pages
Athens emerging as a popular city break destination
Vassilikos also pointed to the increasing popularity of Athens as a city break destination. Bookings for short stays are on the rise, with up to a 30 percent increase in bookings for the upcoming Christmas holidays. As a result, 2025 is expected to see continued growth in tourism, particularly for weekend getaways in the off-peak months.
In terms of hotel performance, Athens is seeing a positive shift, with average room rates moving closer to the competitive levels seen in other European destinations. According to data from the first ten months of 2024, the average daily room rate in Athens increased by 9 percent in October compared to the same period in 2023. In comparison, Madrid saw a 5.2 percent increase, Rome 2.7 percent, while Istanbul and Barcelona remained stable.
Despite these improvements, Vassilikos highlighted that Athens still lags behind other major European capitals such as Amsterdam and London, which each attract over 15 million visitors annually.
According to Vassilikos, Athens, which welcomed 7.5 million tourists in 2023, has the potential to host even more visitors, but it requires continued investment in infrastructure to sustain long-term growth.
Infrastructure investment is essential
“The key issue is the city’s infrastructure — both for the city itself and for the wider region. We need to look beyond 2025 and 2026 and focus on a long-term strategy that will help ensure Athens can accommodate even greater growth,” Vassilikos explained. “Tourism is a delicate product, and we have seen how quickly it can fluctuate, so we must plan ahead.”
To support sustainable tourism growth, Vassilikos advocated for the creation of a metropolitan conference center, which would bolster Athens’ appeal to business travelers year-round and enhance the city’s tourism resilience.
Targeting new markets: China and India
Looking ahead, Vassilikos is optimistic about new tourism opportunities, particularly from emerging markets in China and India. He highlighted that the Athens-Attica & Argosaronic Hotel Association is focusing on these markets, especially with the potential opening of direct flights between Athens and major cities in India.
“We expect the Chinese market to open soon, followed by India, and we are aware that Athens Airport is already in talks about establishing flights to and from India,” Vassilikos said.
Short-term rental market
Athens-Attica & Argosaronic Hotel Association President Evgenios Vassilikos. Photo © Greek Travel Pages
Finally, Vassilikos addressed the issue of short-term rentals in Athens, a sector that has seen significant growth in recent years. He noted that while short-term rentals contribute to the local tourism economy, their unchecked growth poses challenges. Vassilikos called for a more comprehensive approach to regulating short-term rentals, emphasizing that the Tourism Ministry’s new bill, currently under public consultation, should address these issues.
“The uncontrolled development of short-term rentals creates problems that must be dealt with holistically. A ban on new permits for short-term rentals in certain parts of Athens is a temporary solution, but a more comprehensive strategy is needed,” he concluded.
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