Greece is experiencing a paradoxical tourism season in 2025, as the country navigates through a wave of last-minute bookings, constrained consumer spending, and cautious optimism for a stronger late season extending into mid-November.

Economic Concerns Shape Tourist Behavior

Financial uncertainty and global instability are clearly influencing visitor behavior. Tourists are spending less, often booking their trips just two to three days before departure. There is also a visible shift in preference toward quieter, less commercialized, and mid-range destinations, signaling a new pattern of value-driven travel.

Revenue Expectations and Industry Concerns

Tourism revenue hopes remain high, but experts like the President of the Foundation for Economic and Industrial Research (IOBE), caution that a decline in arrivals may come by 2026. June occupancy dipped to 70% from 85% last year, though July and August are stronger at 80–90%. September also looks promising, with pre-bookings already at 70%, led by demand from Germany and the UK.

Rising Operating Costs Limit Hotel Flexibility

Hotels in Greece face at least a 10% rise in operating costs due to energy prices, new regulations like the digital work card, and added taxes such as the climate levy, limiting their ability to offer competitive pricing.

The Rise of Last-Minute Travel

Zakynthos reflects broader tourism trends, with a surge in last-minute bookings but fewer discounts due to rising costs. The market splits between early planners securing deals and spontaneous travelers facing limited offers. All-inclusive stays remain popular, while private villa demand lags, forcing deep discounts. Despite global challenges, pre-bookings remain strong.

Rhodes Holds Strong Amid High Occupancy

In Rhodes, often seen as the flagship of Greek tourism, the season is shaping up positively. The president of the island’s hotel association notes that occupancy rates are nearing capacity, around 95%, with year-on-year performance expected to close within ±2% of 2024 levels. “Rhodes has likely reached its peak capacity,” he said.

Nature and Simplicity Gain Appeal

According to recent research from the European Travel Commission (ETC), 77% of Europeans plan to travel between June and November despite economic pressures. A significant 55% prefer less-crowded destinations, and travelers over the age of 55 are leading the way in tourism activity this year.