Greek tourism is poised for a significant milestone in 2024, with an estimated 25% growth compared to pre-pandemic levels in 2019, according to Yiannis Paraschis, President of the Greek Tourism Confederation (SETE).

 

Speaking at the “Reimagine Tourism in Greece” conference in Athens, Paraschis highlighted Greece’s distinct post-pandemic recovery, which has seen both higher arrivals and revenues, unlike many European destinations still struggling to return to their pre-COVID levels.

From January to July 2023, arrivals increased by 11%, while revenues grew by 5.5%-6%, including contributions from the cruise sector. Paraschis attributed this to trends such as shorter stays and a rise in city-break visits, although he noted a slight decline in revenue and traffic during July, marking a turning point in the year’s growth trajectory.

Paraschis emphasised the need for sustainable growth, noting that continuous post-pandemic improvement is no longer guaranteed. To ensure Greece’s competitiveness, he called for a focus on “value for money” and diversification across the country’s 13 tourism regions.

The issue of overtourism was also addressed, particularly in popular Cycladic destinations like Santorini and Mykonos. Paraschis pointed to short-term rentals, which have grown rapidly and put pressure on local infrastructure, as contributing to the perception of overtourism. He called for clearer regulations to manage the balance between short-term rentals and traditional hotels.

On climate change, Paraschis stressed that while tourism can support public revenues, new government tax measures should be transparent and directly benefit local tourist destinations. He argued that the industry cannot bear the full burden of climate challenges and called for proper consultation on sustainable policies.

The “Reimagine Tourism in Greece” conference, organised by Kathimerini, focused on promoting sustainable tourism and featured leaders from the political, business, and hospitality sectors.

(Source: GTP)