Greek tourism shows modest growth in 2026 despite cost pressures and geopolitical tensions

The National Bank of Greece projects a 3% increase in hotel sales for 2026, with tourism accounting for about 15% of Greek food sales. Despite 80% of hotels reporting energy‑cost pressures and a dip in demand, the sector remains optimistic.

In May 2026, average hotel occupancy rose to 63.2% (up from 61.9% in May 2025) and the average room rate increased to €117, up from €112 a year earlier. Flight schedules for the May‑August period are also up 3.5% versus 2025, supporting the upward trend.

Regional data from Rethymno shows June occupancy at roughly 60% due to last‑minute cancellations, with expectations of an 85% fill rate in July‑August. Operators note shorter stays, price‑sensitive travelers, and a shift toward September‑October bookings to avoid heat and high costs.

Overall, Greek tourists continue to favor the country, but booking patterns are changing: last‑minute reservations, flexible cancellation policies, and increased reliance on short‑term rentals are reshaping the market.