Greek hospitality sector shows optimism in European tourism report

A European Accommodation Barometer released for 2026 places Greece among the top performers in the continent’s tourism industry. Seventy‑one percent of Greek hospitality businesses rated the past six months positively, while 65 % described their current financial situation as favorable and 73 % expressed optimism for the next half‑year.

Occupancy rates are rising, with half of European operators reporting higher fill‑rates, but room‑price growth is slowing compared with previous years. Financing conditions have improved, as 44 % of respondents say they face no difficulty securing funds, and two‑thirds intend to maintain or increase their investment programmes.

Large hotel chains benefit from economies of scale, better access to financing and faster adoption of technology, giving them a competitive edge over independent and alternative accommodation providers.