Athens is among the top five preferred tourist destinations in 2025, according to a report published by the Athens–Attica & Argosaronic Hotel Association.

The survey, co-authored with GBR Consulting, the Greek capital posted a higher accommodation capacity than Madrid, Munich, Berlin, Vienna and Istanbul, only trailing to London which had an 80% capacity.

Despite the encouraging figures, prices in Greece’s metropolitan remained among the lowest compared to its competitors, placing the Greek capital 7th among the top eleven European cities.

Athens still lags behind Europe’s top-performing cities in average daily hotel rates despite strong demand, highlighting room for price growth if infrastructure and the overall visitor experience improve, according to the study.

With an average daily rate (ADR) of €177, Athens remains outside the top five European destinations by pricing, the study said, indicating that demand has not yet translated into higher average revenues.

The rapid expansion of accommodation supply across all lodging types has intensified competition in the capital, requiring careful management to ensure pricing reflects the city’s real value, the association noted.

Improving infrastructure is seen as critical not only for sustaining the quality and volume of tourism but also for residents’ quality of life, as visitor satisfaction is closely tied to the city’s overall functionality and image. Strengthening infrastructure is a prerequisite for Athens to fully capitalize on its tourism potential, the report said.

Within this context, the new regulatory framework for short-term rentals is viewed as a step toward rebalancing the market, although the study stresses the need for ongoing monitoring and targeted interventions at the municipal level to ensure the coexistence of different accommodation models while protecting residents’ living standards.