Athens is the new hotspot in Europe for hotel investments - the 8th most attractive city in 2025

Athens is ranked 8th among the most attractive hotel investment markets in Europe for 2025 in CBRE's European Hotel Investor Intentions Survey for 2025.

The rise of the Greek capital reflects the growing confidence of investors, who see Athens as an emerging player with strong tourism fundamentals and growing interest in the luxury hospitality sector. The city's stable performance in arrivals, occupancy, and tourism revenues, combined with the entry of new quality brands and projects, reinforces its momentum as an investment destination.

Stability at the top, mobility in the top ten

London and Madrid maintain the reins, confirming the confidence of the investment community. Rome rises to 3rd place, surpassing Paris, reflecting the growth of the Italian hotel sector and the momentum provided by new international-standard units.

Lisbon continues its upward trajectory in 4th place, while Barcelona rises slightly to 5th. Amsterdam falls to 6th, while Berlin and Brussels recover to 8th place, along with Athens, which is dynamically entering the frame of the most sought-after investment markets.

Athens’ entry into the top ten is not accidental. Investments in new luxury hotels, the emergence of emblematic areas of the city, and the steady demand from international markets make the capital of Greece particularly attractive to international investors. At the same time, Athens’ strategic location, its cultural identity, and its growing connection to global markets further strengthen its momentum.

This year’s ranking confirms that Athens is not just a popular tourist destination, but also a rapidly growing investment opportunity in the hospitality sector in Europe.

Luxury hotels in focus

Luxury and upper-upscale hotels are at the forefront of investment interest for 2025, according to CBRE’s European Hotel Investor Intentions Survey. 48% of investors indicate a preference for upper-upscale hotels, while 40% choose the luxury category.

Strong demand from affluent travelers and the ability of these units to maintain high prices even in times of inflation strengthen investor confidence. In addition, stable operating performance and the prospect of long-term capital appreciation make these investments particularly attractive, especially in top destinations such as Rome, Lisbon, and Athens.

At the same time, full-service hotels remain popular (57%), although they show a slight decline compared to 2024 (63%). There is also growing interest in limited-service units, due to lower operating costs and stable demand, mainly in cities and airports.

Of particular interest are "value-add" strategies, such as renovations or repositioning hotels in the market. The flexibility of branding and the ability to upgrade added services make many independent hotels attractive to investors aiming for a premium experience.

RELATED TOPICS: Greece, Greek tourism news, Tourism in Greece, Greek islands, Hotels in Greece, Travel to Greece, Greek destinations, Greek travel market, Greek tourism statistics, Greek tourism report