Tourism in Greece is more than just a strong industry. It is the sector that touches almost every corner of the economy and society. The data from PWC’s study “Is Greek Tourism Resilient-tourism-resilient” show that in 2023 the total contribution of the sector to GDP reached 20%, while employment directly or indirectly related to its activity exceeded 19%.
Numbers that leave no room for doubt: the country remains extremely dependent on tourism, and that alone offers a double reading. On the one hand, steady economic breathing. On the other hand, a system vulnerable to all kinds of international or domestic disturbances.
The view of the last decade is impressive. Arrivals and revenue not only surpassed pre-pandemic levels, but created a new normal. Greece welcomed over 21 million visitors in 2024, and revenue continued to rise, with projections for 2025 showing that demand continues to increase. However, this is not enough to say that the industry is “resilient.” Success itself brings systemic pressures that accumulate beneath the surface.
The first major issue arises from the concentration of demand in a few markets. According to the study, five countries — Germany, the United Kingdom, France, Italy, and the United States — account for 53% of arrivals and 43% of revenue. In a time of geopolitical and economic uncertainty, this dependence acts as a constant threat. The historical losses of the 2008-2010 period and the 2020-2021 period highlight this very fault: back then, Greece saw millions of travelers from its main markets disappear in just a few years. The most recent example is Brexit, where the change in economic reality in the United Kingdom directly translated into losses for Greece — more than a million fewer travelers and a significant decrease in revenue.
The second point of pressure concerns the geography of Greek tourism. Six islands—Crete, Rhodes, Corfu, Mykonos, Santorini, and Paros—receive almost 50% of arrivals each year. It’s not just overtourism, but a model that operates at the limits of its infrastructure. The study highlights the indicator that may best capture this phenomenon: in 2024, the ratio of residents to visitors was 1:46 during the peak season in these islands. The pressure on water supply, energy, waste, transportation, and services is enormous, while investment needs double every year. Calculations show that the islands need annual investments of approximately 3.5 billion euros in infrastructure in order to be able to not only develop further, but also to support the existing load.
This overconcentration is directly related to another critical element: the organized package model. The study shows that the share of package holidays has been steadily increasing over the past few years, reaching 36% in 2024. This means that Greece is increasingly relying on a channel where the tour operator has significant control, both in terms of cost and demand distribution. The example of Thomas Cook in 2019 remains one of the most characteristic warnings: the collapse of a single player created potential losses of one billion for Greek tourism and 2.5 billion for the entire economy.
Given all this, the environment becomes even more complex due to the climate factor. The study shows a change in the behavior of European travelers: 28% say they avoid areas with extreme temperatures, while the trend towards cooler destinations has increased dramatically. In 2024, demand for “cooler” destinations increased by 44%. This is not a trend that “erases” the Mediterranean destination, but a reorientation that affects the way tourists choose when and where they travel.
The impact is numerically reflected in the IOBC scenarios. Without extending the tourist season, the country risks losing up to €2.2 billion in GDP every year over the next few decades. By expanding, on the other hand, it can add revenue, jobs, and stability. Greece has a very high demand rate during the period of May-September, but very limited appeal outside of the season, unlike countries like Spain or Italy. The study places Greece alongside destinations such as Croatia or Cyprus, where the low season remains weak.
The human resources is another point that requires immediate attention. Calculations show that by 2035, up to 290,000 workers in the industry may be missing — about 27% of the total positions. The shortage of staff has already started to affect the product: difficulty in covering specialties, seasonality that discourages employees, high mobility, and inability to attract new ones.
Within this dense map of challenges, the study also presents the other side of tourism: the areas that can change dynamics. The example of Messinia is one of the most characteristic. From 2010 to 2024, international arrivals skyrocketed from 35,000 to 226,000, thanks to targeted investments in hotel units, upgrading of road axes, and enhancing air connectivity. This case shows that tourism development can be “transferred” to new areas when the right infrastructure and a cohesive plan are in place.
Even more characteristic is its winter tourism potential. Despite the fact that Greece has a number of areas with a strong identity, only 5.5% of total travelers choose the main winter destinations. The lack of international connections and limited infrastructure keep these areas on the periphery of the international market. The study shows that the investments planned for the coming years remain small compared to the needs and potential.
The big question remains unanswered: how can Greek tourism become truly resilient? The study emphasizes that the answer is neither in a change nor in an indicator. Resilience comes from a mix: from the geographical dispersion of visitors, from the extension of the period, from the management of climate pressure, from the strengthening of infrastructure, and from a new relationship with human resources. It is not enough to have demand. It is enough that the system can manage it without being threatened every time an external factor changes.
The overview of Greek tourism is more impressive than ever, but also more complex. The challenge of the next decade is not the next record. It is the country’s ability to build a model that can withstand—not just when everything goes well, but especially when the international environment tests its limits.
