Athens confirms that it is at a critical stage of maturing as a destination a stage that leaves no room for complacency.
The data from the annual benchmarking survey conducted by gbr consulting on behalf of the Athens, Attica and Argosaronic Hotel Association (EXAAA) outline a city that traditionally strengthens in arrivals and performance, while at the same time facing increasing pressures in areas that determine its long-term sustainability. At this point, it should be emphasized that the destination shows clear momentum but also a need for careful planning, a point strongly noted by industry representatives.
Characteristic was the intervention of Alexandros Thanos, Executive Vice President of SETE, at the General Assembly of EXAAA, who stressed that Greece and Greek tourism currently have an open window of opportunity that must be seized, with attention focused on the sustainability and resilience of the tourism product. If this is not done immediately, this window of opportunity will close, with all that implies for the Greek tourism industry.
Key findings of the survey, presented by Mr. Stefan Merkenhof Managing Consultant / GBR Consulting:
Hotel chains dominate the 4- and 5-star categories the 13* market remains almost entirely independent
According to the survey, about three quarters of Athens 5-star hotels belong to chains. The percentage is similarly overwhelming in the 4-star category. In contrast, in the 13* segment, independent hotels dominate, indicating the citys dual-speed development. At the same time, the majority of chains operating in Athens are international, highlighting the citys increasing outward orientation.
52 chains present in the market More national chains, but international ones are stronger
Attica hosts 52 hotel chains in total. Of these, 27 are Greek and 25 international, though the international chains have the larger footprint. In the top 10 players by room count, Marriott International leads with 19%, followed by Hyatt with 14%, Bhg with 13%, Wyndham and Zeus Hotels with 12% each, and Accor with 11%.
This picture is also reflected in investment interest, with Athens ranking 8th among Europes top cities for hotel investments, up from 10th in 2024, based on CBRE research. Half of investors believe that demand exceeds new supply, while 34% prefer value-add strategies, capitalizing on opportunities to upgrade existing properties and create added value.
Market trends
Market trends in accommodation include: rapid growth of boutique and lifestyle hotels, continued expansion of short-term rentals, pressure toward sustainability and energy upgrades, increased investment interest, rising presence of serviced apartments/aparthotels, and growing participation in hotel chains.
Strong rise in international arrivals +8.5% in the first ten months of 2025
International arrivals at Athens Airport continue their upward trajectory. In the first ten months of 2025, growth reached 8.5%, with the market once again approaching the 11.1 million arrivals of 2024 (7.9 million of them foreign residents 92% leisure travelers). Similarly, direct international air seats are up by 9.2%.
Supporting this trend, the wider Athens region is also recording growth, confirming that demand remains strong for the destination overall.
Leading nationalities
The USA and the United Kingdom remain Athens two most important markets, despite the weakening of the dollar and the pound.
Stable occupancy with pressure in Q2, Q3 and October
Average occupancy remains stable with a marginal increase of +1.1% in the first ten months. However, monthly fluctuations show declines in specific periods, which may be linked to increased competition or emerging issues concerning the quality of the visitor experience.
Steady rise in ADR correction only in June
The average daily room rate (ADR) grew by +2.8% year-to-date, showing a strong upward trend. Despite a short-lived correction in June, the yearly cycle reflects steady price improvement.
Athens leads in occupancy but lags in prices compared with other European destinations
In comparison with Rome, Barcelona and Madrid, Athens surpasses them in occupancy during peak months (MayJuly). In contrast, in ADR it remains below Rome and at similar levels to Madrid and Barcelona, indicating room for further value enhancement.
City center holds the core of the hotel market Growing interest in secondary areas
Data from 2024 show that central Athens continues to host the vast majority of hotels. At the same time, the metropolitan area is seeing increased interest in new investments, directly linked to the unresolved spatial planning framework, whichas noted by EXAAA President Evgenios Vassilikosrequires immediate implementation.
