Greece expands experiential tourism and seeks sustainable growth amid rising visitor numbers

Greek hoteliers are turning properties into destination experiences. In Santorini, Vedema Resort opened a 400‑year‑old wine cellar for exclusive tastings; in Athens, St. George Lycabettus Lifestyle Hotel launched rooftop dome dining with views of the Acropolis; the Hyatt Regency in Thessaloniki introduced olive‑oil and honey tastings, while the Hotel Grande Bretagne added poolside cinema nights. These initiatives aim to attract guests beyond the traditional summer season.

An OECD report notes that Greece welcomed 27.4 million international tourists in 2024, a 4.2 % rise from 2023, pushing tourism to represent 7.3 % of GDP and support 613,900 jobs. While the sector shows strong recovery, the report warns that future competitiveness depends on managing visitor flows, reducing seasonality, and diversifying offerings toward mountain, gastronomic, wellness and marine tourism. It also highlights steps such as upgraded tourism education, a national sustainable tourism observatory and improved data collection to ensure long‑term economic, environmental and social benefits.