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Rapid and precarious geopolitical developments, especially in the Middle East, have caused heightened concern among professionals in the Athens hotel sector, according to the Athens-Attica & Argosaronic Hotel Association. As the association notes, global travelers, even those planning business trips—let alone vacations—appear to be adopting a “wait-and-see” approach.

The hotel association stresses that proactive measures in “crisis management and financial risk planning” are essential, both at a central strategic level and a regional one.

Despite the cautious sentiment in the market, the hotels of the Greek capital in the first five months reported an average occupancy rate of 71.5%, showing a modest 2.2% increase compared to the same period in 2024. Positive results were also recorded in the average daily rate (ADR), which rose to €155.25 (up 4.8%), and in revenue per available room (RevPAR), which stood at €111.06 (a 7.1% increase year-on-year).

May 2025, traditionally a peak month for Athens tourism, recorded an average occupancy rate of 87.9%, compared to 84.5% in May 2024. Improvements were also noted in the ADR, which reached €210.95 (up 4.8%), and in RevPAR, which rose to €185.32—a 7.1% increase compared to May.

The average daily rate (ADR) saw an increase recorded for Athens and Rome (both up by 4.8%), Madrid (up by 9.5%), Barcelona (up by 3.6%), and Istanbul (up by 0.3%).

Similarly, during the first five months of 2025, Revenue Per Available Room (RevPAR) rose in all cities: Athens by 7.1%, Madrid by 10.1%, Barcelona by 2.7%, Rome by 5.0%, and Istanbul by 1.7%.