Tourism plays a significant role in the Greek economy and is a major source of employment. In recent years, the sector has shown remarkable growth, with arrivals and revenues surpassing pre-pandemic levels and tourism contributing close to 20% of GDP. Yet this success might stand on fragile ground, raising a critical question: Is Greek tourism resilient?
Three Dependences and their impact
Greek tourism continues to rely heavily on a narrow set of markets and destinations. This concentration creates vulnerabilities that can be immediately felt when disruptions arise.
Dependence on the top-5 visitor countries: Germany, the UK, France, Italy and the USA account for a significant share of total arrivals and receipts. Shocks in these countries (whether financial crises, major events, or policy changes) have historically caused measurable declines.
Dependence on the top-6 island destinations: Crete, Rhodes, Corfu, Mykonos, Santorini and Paros attract nearly half of all inbound arrivals. This geographic concentration leads to regional imbalances and growing pressure on local infrastructure.
Dependence on packaged holidays and major tour operators: Packaged travel accounts for one-third of total arrivals, exposing the sector to risks when large players face disruptions, or shift their focus to competing Mediterranean destinations.
Three major Τhreats
Despite its strong performance, Greek tourism faces a challenging landscape shaped by global and regional trends.
Climate change: Rising temperatures are influencing traveller behaviour, with Europeans increasingly seeking cooler or milder destinations. Without adaptation, Greece may face disruptions in demand during peak months.
Intensifying Mediterranean competition: Countries like Spain, Italy and Turkey successfully attract visitors year-round thanks to diversified offerings, putting pressure on Greece to evolve its value proposition.
Workforce shortages: The sector is projected to experience growing labour gaps by 2035, threatening service quality and the industry’s competitiveness.
Three key Opportunities for a more resilient future
PwC’s study identifies opportunities that can lay the foundation for a tourism sector that is diversified, sustainable and future-ready.
Broadening tourism choices: Expanding alternative forms of tourism -such as nature, culture, gastronomy, wellness and sports- can unlock untapped regions, extend the season and reduce pressure on overcrowded destinations.
Adopting climate-adaptation practices: Smart tourism tools, sustainable mobility, and investments in infrastructure can help destinations better manage climate risks while improving visitor experience.
Promoting city-break destinations: Major Greek cities can follow Athens and Thessaloniki’s example and play a central role in building a year-round tourism model by leveraging culture, entertainment, events and urban experiences.
Greek tourism has achieved impressive growth. Resilience is within reach, if the industry evolves, diversifies and looks beyond the familiar.
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Is Greek tourism resilient?
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