Tourism trends impact Greek retail and hospitality sectors

Tourism is significantly influencing the Greek economy, driving substantial growth in the supermarket sector while creating uncertainty for winter mountain destinations.

Data from Circana indicates that summer months accounted for 41% of total supermarket sales value during the first eight months of 2026. Total supermarket revenues reached €7.82 billion from January to August, a 5.3% year-on-year increase. This growth is attributed to tourists using retail chains for supplies in short-term rentals and beach essentials. Specific seasonal categories saw massive spikes, with sun care products accounting for 86% of their sales value during the summer.

In contrast, Greece’s winter mountain tourism faces challenges due to high energy costs and inflation. Hotel industry representatives have warned that high operating costs, particularly for heating oil, may force establishments to close or operate only on weekends. Industry leaders have expressed concern over a lack of government support for mountain infrastructure and the need for equitable regulations regarding short-term rentals.