Greece’s 2026 tourism season is being shaped by a growing trend of last-minute bookings, as international uncertainty and financial pressures across Europe influence travelers’ decisions.

Despite the challenges, tourism representatives say Greece continues to hold a strong advantage as one of the Mediterranean’s safest destinations, a factor that remains important amid ongoing geopolitical tensions.

However, the shift toward late bookings is creating new difficulties for hotels. Many businesses are forced to monitor demand on a daily basis, with limited visibility over the final outcome of the season. At the same time, hotels often rely on discounts and lower prices to attract visitors, putting pressure on revenues as operating costs continue to increase.

Greece remains a “safe destination” for travelers

Christina Tetradi, president of the Zakynthos Hotel Association and the Institute for Tourism Research and Forecasts (ITEP), said the year is moving in a positive direction despite international uncertainty.

She noted that Greece continues to project a strong sense of safety among visitors, which has become increasingly valuable during periods of global crises and instability.

According to Tetradi, Greece’s geographical position also works in its favor, as the country is located further west compared with several competing destinations in the Eastern Mediterranean.

Zakynthos is cited as an example of this trend, with the island recording an increase in international arrivals according to recent airport data. Foreign arrivals to Zakynthos rose by 11.6% in May, while domestic arrivals increased by 24%.

Travelers still prioritize holidays but stay for shorter periods

Despite economic pressures, tourism officials believe Europeans are not abandoning travel plans.

“People will travel. They may wait until the last moment to book, and they may look for better offers, but they are unlikely to completely give up on holidays,” Tetradi said.

However, travel patterns are changing. Longer holidays of a week or more are gradually being replaced by shorter breaks, including three- or four-day trips.

This shift means that rising visitor numbers do not necessarily reflect longer stays or higher spending. Tourism officials say more detailed indicators are needed to understand the sector’s real economic contribution, including how long visitors remain and how much they spend.

The continued growth of short-term rentals is also changing the market, as more demand is moving away from traditional hotels.

Crete sees higher arrivals but pressure on hotel revenues

The same trend is visible in Crete. Nikos Chalkiadakis, president of the Heraklion Hotel Association, said the season has been positive so far, but last-minute reservations remain the defining feature of the market.

Air arrivals to Crete increased by 8.5% in May, but overnight stays rose by only 4%, partly because more visitors chose short-term rental accommodation instead of hotels.

Chalkiadakis said the final result will determine the success of the season, highlighting that hotel costs are increasing faster than revenues. Rising prices for food, energy, supplies and services are putting pressure on profit margins even when occupancy levels remain satisfactory.

Economic concerns in European markets are also affecting traveler behavior, with visitors paying closer attention to spending and, in some cases, reducing the length of their stays.

Chalkidiki expects stronger demand in peak summer months

Hotel representatives in Chalkidiki report a similar picture. Grigoris Tasios, president of the Chalkidiki Hotel Association, said the season has started somewhat below the exceptionally high levels recorded in 2025.

Average occupancy in May was around 60%, compared with about 70% during the same period last year. June began with occupancy levels of approximately 75%, slightly below the 80%-85% recorded in 2025.

Tasios attributed the slower start to economic uncertainty in Europe and unfavorable weather conditions in May, which affected short trips and weekend getaways from nearby Balkan markets.

Nevertheless, he remains optimistic, noting that demand for July and August is already around 70%, creating expectations for a positive overall season.

Road tourism from Balkan countries is also expected to play an important role during the summer months, although delays at border crossings continue to create challenges.