Alexandros Vassilikos | Greek Tourism 2025: Data shows growth potential of sector

Despite the global turmoil, pre-bookings for 2025 are showing positive signs. This was emphasized by the president of the Hellenic Chamber of Hotels, Alexandros Vassilikos, on the sidelines of a meeting with journalists for the presentation of the “Hospitality with Value for All” initiative.

However, as he characteristically stated, “there are many things that could potentially affect Greek tourism, such as the war in Ukraine and the increasing geopolitical tensions, the very high cost of travel, the recession in our main markets. However, at the moment, both airport slots and pre-bookings have a growth potential.”

Mr. Vassilikos attributed this momentum to the change in consumer behavior after the pandemic, but also to the priority that younger generations place on travel and experiences, compared to the tendency to acquire goods (houses, cars, etc.) that prevailed in previous years. In this context, Greece, which emerged as a tourist destination strengthened by the pandemic crisis, is seeing its numbers increase. In addition, our country has managed to strengthen its position on the global tourism map, thanks to the variety of services offered and the quality of its infrastructure.

New markets and investments

The president of the Greek Tourism Association referred to the Greek government's effort to open new tourism markets, such as Egypt, China and India. According to Mr. Vassilikos, penetration of these large markets, even to a small extent, can have a significant impact on Greek tourism.

At the same time, Mr. Vassilikos stressed the importance of investments in the tourism sector, citing as an example Saudi Arabia, which is making massive investments in high-end hotels, which is expected to change the tourism map. However, he stressed that Greece must maintain its authenticity and protect its cultural wealth as this is its comparative advantage. Our country has the potential to play an even more important role in global tourism, as long as it invests in quality, innovation and environmental protection.

The entry of funds into the Greek market

Mr. Vassilikos commented positively on the entry of funds into the Greek market, pointing out that they can contribute to the upgrading of services and the attraction of new investors. However, he stressed the need for balance, so that traditional Greek businesses can coexist with major international brands. He stated: "The 10,000 Greek hotels need both the funds that will come with investment capabilities, and the brands that will come with knowledge of the international market, but this does not mean that all of Greece should become a Marriott. On the contrary, these hotels should show the way to smaller hotels that do not have the resources to delve into marketing, sustainability, etc."

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