The Greek summer season is already in full swing. Hotels are filling up fast, ferry tickets are selling out, and tourists from all over the world are flocking to Greece’s sun-soaked beaches and ancient landmarks. But behind the postcard-perfect image of the Greek summer lies a harsh reality: most Greeks can no longer afford to vacation in their own country during peak season.
Despite the image of Greece as a land where locals and tourists alike lounge by the sea for endless summer days, interviews with hoteliers, industry leaders, and business owners reveal a stark truth: the Greek middle class has been largely priced out of its own holiday tradition.
“If Only They Could Come in June or September”
In an interview with the Greek newspaper Ta Nea, Manolis Markopoulos, President of the Rhodes Hotel Association, offers a blunt assessment of the situation.
“Currently, bookings for June, July, and August on Rhodes are averaging around 60%,” he explains. “That’s a healthy percentage, especially considering that many bookings here happen last minute. Prices per night are holding steady compared to last year because there’s simply so much availability. But here’s the catch — 97% of those bookings are from foreign tourists.”
Markopoulos points to a structural flaw in Greece’s holiday calendar: most Greeks are forced to vacation only in August. It’s a time when prices surge, availability shrinks, and costs skyrocket — exactly when foreign tourists arrive in droves.
“If the Greek state had planned this better, Greeks could travel in June or September and pay half as much,” Markopoulos says. “But because of how our vacation system is set up, they are trapped into going during the most expensive weeks of the year.”
“Greeks Are Squeezed Out”
The pattern repeats itself across the country. In Halkidiki — a popular mainland destination famed for its crystal-clear waters — hotel occupancy started off sluggish this May at around 60%, but bookings are now picking up rapidly.
“June is entering with 70% to 75% occupancy, and we expect it to climb,” hotel owner Grigoris Tasios tells Ta Nea. “Prices remain the same as in 2024. But the breakdown is stark: only 5% of our guests are Greeks; 95% are foreign tourists.”
Tasios explains the predicament for Greek travelers: “By the time most Greeks are able to take their vacation — after June 30th when work obligations ease — they are entering peak season. At that point, prices have already spiked, and inflation pressures families even further. They start looking for cheaper alternatives, but by then, the market simply doesn’t offer affordable options.”
Rising Prices in the Peloponnese Too
Even in the Peloponnese, a region traditionally seen as more affordable than the islands, prices are creeping upwards. Kostas Marinakos, President of the Peloponnese Tourism Organization, forecasts an 8% rise in hotel rates this season, driven in part by rising operational costs in the hospitality sector.
“While we’re expecting an increase in arrivals compared to last year, this also leads to moderate price hikes,” Marinakos says.
High Prices, Even When “Stable”
Despite hoteliers’ claims that prices have remained “stable” compared to last year, the total cost of a holiday remains prohibitively high for many locals. For a typical couple or family of four, the combined cost of accommodation, transport, and meals quickly spirals into a budget that few can afford on an average Greek salary.
The result? For many Greek families, the prospect of a relaxing seaside vacation has shifted from an annual ritual to a luxury reserved for the few — or simply a fading dream.
