ATHENS, GREECE – Greece is cementing its status as a premier European holiday destination, fueled by a surge in tourism that has surpassed pre-pandemic levels and a wave of substantial investments. The nation has recently approved over £1 billion in tourism development projects, signaling its commitment to capitalizing on the robust growth of its travel sector.

In 2024, Greece welcomed a staggering 35.95 million international visitors, a 9.8% increase from the 32.73 million arrivals in 2023. This remarkable rebound underscores Greece's enduring appeal and its effective strategies for attracting global travelers. Industry experts anticipate continued growth, prompting significant investments aimed at enhancing the country's tourism infrastructure and offerings.

The Greek government has approved three landmark projects in strategic locations: the Petalioi islets near Evia, the Ermionida region of the Peloponnese, and the Astakos area of Western Greece. These developments are poised to elevate Greece's luxury travel market and diversify its tourism portfolio.

In Ermionida, Hydra Rock Real Estate Property S.A. will invest €474 million (£398 million) in a premium eco-luxury resort. This project emphasizes sustainable development, catering to the growing demand for environmentally conscious travel experiences. The resort will feature high-end accommodations, wellness facilities, and immersive nature-based activities, blending seamlessly with the region's natural beauty.

On Megalonisos in the Petalioi islets, GH Hotel and Tourism S.A. is allocating €224 million (£188 million) to create an exclusive eco-resort. This development will include luxury vacation residences, private beaches, and state-of-the-art amenities, all designed to minimize environmental impact and provide an unparalleled luxury experience.

In Western Greece, Astakos Terminal International Trade & Services S.A. will invest €524 million (£440 million) to transform the Port of Platygialos into a world-class marina. This marina will be capable of accommodating mega yachts, attracting affluent seafarers and boosting the region's maritime tourism. The development will also include high-end retail and dining establishments, enhancing the area's appeal as a luxury destination.

Greece’s tourism revenue for 2024 reached a record €21.7 billion (£18 billion), up from €20.6 billion (£17 billion) in 2023, according to the Bank of Greece. This substantial increase highlights the tourism sector's vital role in the national economy and its potential for further expansion.

However, the tourism boom is not without its challenges. In autumn 2024, tourism workers staged strikes, protesting against demanding work schedules and stagnant wages. Addressing these labor concerns is crucial for ensuring the sector's long-term sustainability and maintaining its reputation for hospitality. The Greek government has acknowledged these concerns and has begun discussions with industry stakeholders to find viable solutions.

Furthermore, the Greek government has approved the construction of five new hotels on popular islands, including Santorini, Milos, and Oreou Istiea. Milos, in particular, has seen a surge in development, with 48 tourism projects underway. Known for its serene landscapes and authentic charm, Milos is attracting investors seeking to offer a more exclusive and tranquil alternative to the bustling Santorini. This development is being monitored to assure that the growth is sustainable, and maintains the island's unique character.

Greece's tourism sector is at a pivotal moment, balancing significant investment inflows with the need to address social and environmental concerns. As the nation continues to attract global attention, its ability to manage these challenges will determine its long-term success as a leading European tourism destination.