Greece retained its 5th position as a top hotel investment destination in CBRE’s 2025 Hotel Investor Intension Survey supported by strong tourism trends and a growing luxury hotel segment.
Greece registered 36.0 million international arrivals in 2024, up from 32.7 million in 2023, a growth of 9.8%. Travel receipts increased to € 20.6 billion in 2024 from € 19.7 billion in 2023 (+4.3%), excluding the cruise sector, which contributed € 1.1 billion in 2024, an increase of 31.2% compared to 2023.
The number of 5-star hotels and hotel rooms in Greece increased during the period 2019 – 2024 by 37% and 22% respectively, and the 4-star sector by 14% and 8% respectively. Data released in March 2025 by the Research Institute for Tourism indicated that the hotel sector generated an estimated total net revenue of € 11.5 billion in 2024, of which 40% was generated by the 5-star sector and 39% by the 4-star segment. Compared to 2023, revenue at the 4-5-star segments increased by 9.9%, while the 1 – 3-star hotel rose 5.0%. The 3 – 5-star segments represent 56% of all hotels, 77% of all rooms and 92% of turnover.
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