Greek food sector leverages tourism demand for sales growth

A recent study by the Economic Analysis Department of the National Bank of Greece finds that the country's food industry is increasingly capitalising on record tourism arrivals. The research estimates that tourist demand accounts for about 10‑15% of food sales and that 91% of food‑sector firms view tourism as a key support pillar.

Two‑thirds of food SMEs have already formed partnerships with hotels and restaurants, with 72% of island‑based firms and 50% of mainland firms reporting such collaborations. Companies with these B2B links are four times more likely to see a tangible contribution from tourism to their sales, and roughly one‑quarter of the sector reports simultaneous increases in sales volumes and profit margins. Over the past five years, the industry’s production index has outpaced the EU average, growing 4.5% annually versus 0.8% elsewhere, driven by stronger export orientation and domestic tourism demand. The study describes tourism as a form of “domestic export market” that brings international demand to Greece at lower cost than conventional export channels.