- With extensive renovations and ambitious investment plans, the German tour operator alltours, the third largest in the German market, is further consolidating its presence in Greece for the summer of 2025. The most recent development is the Allsun Hotel Malia Beach, a fully renovated four-star seaside resort in Crete, which welcomed its first guests for this year’s tourist season.
A new hotel jewel in Malia
The allsun Hotel Malia Beach was re-introduced to the public after intensive renovation works carried out during the winter. The 278-room complex, in a prime location on the sandy beach of Malia, offers a refined Mediterranean design, high-standard amenities and a full wellness and activities program for all ages.
As stated by Uwe Prein, CEO of allsun Hotels, “With the fully renovated allsun Hotel Malia Beach, we offer our guests a high-class hotel in an excellent location. The coexistence of luxurious comfort, quality services, and rich entertainment options creates the ideal holiday experience in Crete.”
Alltours: Development strategy with a focus on Greece
The renovation of allsun Malia Beach is just one aspect of Alltours’ broader expansion strategy in the Greek market. For the summer season of 2025, the tour operator is dramatically strengthening its program with four new hotels in Crete and Rhodes, bringing the total number of its hotels in Greece to 32 allsun and 7 alltoura.
The development of the hotel brands allsun Hotels and alltoura Club Hotels – which are exclusive products of Alltours – confirms the company’s strategic focus on providing quality all-inclusive holidays for the German middle class. In this context, the following are added:
- The newly built 5-star allsun Hotel Carolina Sun Beach, which will open in July in Malia.
- The alltoura Club Hotel Mare Blue & Village in Ierapetra.
- The alltoura Club Hotel Kiotari Miraluna in Rhodes.
Significant prospects from the German market
In an interview with Tornos News, Oliver Grosse-Kleimann, Contract Manager for Greece at Alltours, highlighted the impressive increase in demand for our country. In particular, he noted:
- 42% increase in bookings for Rhodes.
- 28% increase for Crete, which already translates into 45,000 customers for this season.
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Mr. Grosse-Kleimann also revealed that the company is in advanced discussions for new hotel units on other Greek islands, with a preference for quality 4.5-star hotels with reasonable pricing, which address the needs of families.
Greece at the heart of growth
Greece is a strategic destination for Alltours, which also invests in smaller Greek destinations such as Zakynthos, Lefkada, Paros, Naxos, Skopelos, and Thassos. In fact, Alltours is the tour operator with the broadest portfolio of small Greek islands.
In the summer of 2025, the company’s total flight schedule includes 4,800 weekly departures from 42 airports in 8 European countries, cooperation with 50 airlines, and enhanced seat availability for destinations such as Crete, Rhodes, Corfu, and Samos.
Alltours’ profile and aspirations in the Greek market
Alltours was founded by Willi Verhuven and is today the third-largest tour operator in Germany. The company has:
The allsun Hotels brand with 32 units in Spain, Greece, and Turkey.
The alltoura Club Hotels brand aims to reach 30 units in total, mainly in Greece, Turkey, and Spain.
An extremely strong distribution network in Germany and a growing presence in markets such as Austria, the Netherlands, Belgium, and Poland.
Alltours’ choice to invest in 4-star and 4.5-star family-oriented hotels – and not just in luxury adults-only units – differentiates its strategy from other chains and responds to the real needs of German travelers.
Infrastructure needed to support growth
As Oliver Grosse-Kleimann points out, in order to further strengthen tourism, there must be an upgrade of infrastructure. He makes particular reference to the new airport in Kastelli, but also to the need for improvements to the road network in Crete and Rhodes. “The lack of a highway dramatically increases the travel time for visitors. This is something that can reduce the attractiveness of a destination, even if it has excellent hotels,” he emphasized.
