International trends and challenges for the rest of 2025
A significant increase was recorded in April in the average room rate in hotels operating throughout the country, despite a slight decline in occupancy. Data collected by the Institute of Tourism Research and Forecasting confirm a steady trend of increasing revenue per room, which is however accompanied by challenges related to supply and demand in the tourism landscape.
The average room rate exceeded 100 euros in April for the first time this year, reaching 109 euros. This performance represents a 12% increase compared to the same month in 2024, when the rate was 97 euros. Even more impressive is the monthly increase, as the average rate rose by 35% compared to 81 euros in March. This development is attributed, on the one hand, to higher demand and, on the other hand, to the entry of more higher-class accommodations into the active tourism portfolio.
Despite the price increase, the occupancy rate did not follow an upward trend. On the contrary, it showed a marginal decrease. According to Institute data, hotel occupancy stood at 49%, down 1 point from April 2024 (50%) and 2 points compared to March this year.
This decrease seems to be directly linked to the expansion of the total accommodation supply, as short-term rental continues to grow rapidly.
According to INSETE, available accommodations on Airbnb and related platforms exceeded 1 million in number of available beds. At the same time, this year’s simultaneous celebration of Easter by Orthodox and Catholics in April led to the early opening of more seasonal hotel units compared to the previous year, increasing the supply.
New tourism markets with huge prospects
At the same time, the Greek tourism industry is dynamically oriented towards new international markets with huge growth prospects. India, China and the Gulf countries (such as Saudi Arabia, Qatar and the United Arab Emirates) are now considered strategic targets for attracting visitors.
The figures are impressive. By 2030, more than 100 million Indians are expected to travel abroad annually, while Chinese travelers may exceed 250 million. Of these, 10% show particular interest in destinations in Europe. According to a recent survey by Mabrian, Greece is showing the fastest percentage increase in interest among Indian tourists. At the same time, the Gulf countries are steadily increasing their participation in global tourism. The high incomes of tourists from these markets make their attraction particularly important for boosting tourism revenues and strengthening investments in luxury infrastructure.
Seasonal expansion and revenue growth expected
The entry of these new markets into Greek tourism is expected to have multiple benefits. In addition to the obvious increase in visitors, experts predict a contribution to the expansion of the tourist season, with visitors also outside the summer months, as well as a reduction in seasonality.
Although Greece is still in an early stage of penetration in these markets, the first data are encouraging and reinforce expectations for a significant increase in the share held by the country in these developing tourist destinations.
Outlook and challenges for the rest of 2025
The upward trend in room prices, combined with the strengthening of the country’s international presence in high-dynamic markets, creates favorable prospects for Greek tourism. However, the marginal decrease in occupancy is a reminder that stable growth requires constant monitoring of the balance between supply and demand.
The role of short-term rentals, the diversification of the tourist experience and the targeted promotion of Greece in new markets are expected to determine the performance of the sector in 2025 and the years to come.
Source: newsbeast.gr
