Athens experienced an unprecedented tourism boom in 2024, welcoming nearly eight million foreign visitors—marking a record-breaking 12% increase from 2023 and a 24% rise compared to pre-pandemic levels in 2019. These encouraging figures were presented on Thursday, February 20, during the “Annual Visitor Satisfaction Survey” conducted by the Athens-Attica & Argosaronic Hotel Association (EXAAA) in collaboration with Athens International Airport (AIA) and GBR Consulting.

Surge in Hotel Chains

The growing appeal of Athens as a travel destination has also attracted more international hotel chains. Since 2017, 11 additional global hospitality brands have established a presence in Attica, bringing the total to 23 chains managing 40 brands as of 2024. International brands dominate the five-star category, representing 43% of hotels and 52% of available rooms. In the four-star segment, these figures stand at 12% and 25%, respectively.

Infrastructure and Tourism Strategy

During the event, EXAAA President Evgenios Vassilikos highlighted the need for reinforcing Athens’ status as a premier destination through strategic infrastructure projects. He emphasized the significance of leveraging survey insights to sustain the city’s tourism momentum. Vassilikos highlighted the positive impact of 2024 on Athens’ hotel sector, noting improved average room rates that have positioned the city closer to its competitors.

To further enhance tourism, he advocated for better promotion of Attica’s islands, strengthening conference tourism, and supporting major events such as the Athens Authentic Marathon. Additionally, he pointed to the increasing presence of international hotel brands and the fact that half of all visitors now explore the Athenian Riviera and Attica’s beaches as key advantages.

Record Airport Traffic

The event also highlighted that 2024 was a record year for passenger traffic at Athens International Airport, reinforcing the city’s position as a leading global destination. European markets saw double-digit visitor growth, while long-haul destinations like Australia and China rebounded rapidly. Notably, Athens ranked first in passenger growth among European airports compared to 2019, outpacing the broader sector’s recovery.

Hotel Occupancy Challenges

Despite the surge in tourist arrivals, hotel occupancy rates in Athens did not see a proportional rise. Between 2023 and 2024, hotel room capacity increased by 3% in Attica and 4% in central Athens, primarily benefiting three- to five-star hotels, while one- and two-star establishments continued to decline. The challenge now lies in optimizing occupancy rates and maintaining a balance between tourism growth and quality of life in the city.