Winter tourism in Greece is on the rise - Markets and investments that support it

Not only quantitative but also with characteristics of very expensive... tastes, is the increase observed in the recent period in the preferences of Europeans for winter tourism, with our country seeking to capture a part of this expanded market pie. The main incentive for winter travel, however, is the lower prices than those corresponding to the high season.

Greece seems to be starting to dynamically enter the microscope of Europeans for winter holidays, thanks to its attractive city break destinations that offer lower prices than in summer, its mild climate, the cultural experiences it offers, and its natural wealth.

Already, the increased demand has led to a 16.4% increase in scheduled airline seats for the winter 5 months of 2024/2025 in our country (Airdata Tracker, INSETE), which amounts to 5.6 million, with the largest increase occurring as we approach the season, namely in March (+21.9%), February (+17.4%) and January (+16.7%), mainly from France (+28%), the Netherlands (+20%), the USA (+10.5%), the UK (+7.7%), Germany (+6%) and Italy (+4%).

In fact, the “big winter city breaks”, Athens and Thessaloniki, are picking up speed with an increase in scheduled airline seats of over 17% and 14.6% respectively. In the case of Athens, in fact, a very positive “lead” has already been noted since the last quarter of last year, where international passenger traffic recorded a double-digit increase on an annual basis (+11.3%, +15.7% and +18.1% for October, November and December respectively).

According to the AI-powered travel planning startup Speakspots.com (data from 5,000 European travelers planning trips from November 15, 2024 to February 15, 2025), Santorini emerges as the destination with the highest percentage of trips planned by couples for this winter, while Greece is the third most popular winter vacation country for those interested in nature getaways.

121 euros cheaper to travel in winter

More broadly, the same research shows that the countries that fuel winter tourism with the highest percentage of family trips are Finland, Portugal, Sweden, Belgium, Turkey, Germany, the United Kingdom, Spain, Switzerland, and France.

An important incentive for winter getaways is the low prices of the season. The average cost of winter travel, according to travelers' own estimates, will be 320 euros per day, with a weekend getaway (2.8 days) costing them an average of 775 euros per person, which is 121 euros less than the same trip in summer. For their accommodation, the average cost they estimate per night is 150 euros, while they also estimate 97 euros for daily expenses on food and restaurants and another 72 euros for activities and attractions.

Germans will spend more on winter travel

Germans, especially young people, are getting more into the winter tourism "game". A travel trends report by management consulting firm Simon-Kucher & Partners (Potloc survey of 1,015 Germans, November 2024) showed that...

-31% of Germans want to increase their winter vacation spending, and 4% want to increase it significantly. No other category has recorded such a large increase in spending.

-The increase in travel budgets is almost exclusively attributed to the Gen Z generation, with the increase in this age group ranging from +4.6%.

-In addition to rising prices, more frequent and longer trips are also responsible for the increase in travel budgets.

-22% of German travelers with increased vacation budgets choose more distant destinations, and 20% more expensive destinations.

-38% of Germans who will travel in the winter prefer to save money on accommodation, preferring short-term rentals (from hotels), even with luxury features, where they can share the cost with their fellow travelers.

Sun, culture and winter activities are chosen by the British

At the same time, the motivation for winter holidays for the British (YouGov survey on December 4-5, 2024, on a sample of 2,215 adults), especially in the first months of the year, is to escape from the low temperatures of their homeland (18%) and to rest after the Christmas festive season (18%), while during this period they choose destinations with criteria such as low prices (64%), the weather at the destination (45%), the ease of travel with a direct flight (45%), the attractiveness/popularity of the destination (39%), the possibility of absence from work (33%) and the activities or experiences offered (24%).

It is characteristic that even in winter, the British prefer holidays to sunny beach destinations (25%), to cultural experience destinations (16%) and to large urban centers that are suitable for exploration (15%).

After all, according to the most recent travel trends survey by the Association of Travel Agents and Tour Operators of the United Kingdom, ABTA, winter travel is one of the big trends for this year. While city breaks and sunny destinations remain popular choices, this year the British are more looking for unique experiences in their winter getaways, such as cruises, ski holidays, and wellness and spa getaways.

New sustainable mountain tourism product

The Ministry of Tourism's strategy for the creation of a new sustainable mountain tourism product is also focused on winter experiences. Resources of 50 million euros will be channeled to 5 ski resorts (3-5 Pigadia, Anilio-Metsovo, Parnassos, Seli, and Karpenisi), within the framework of the ministry's program for the upgrade of their facilities with support from the Recovery Fund.

At the same time, approximately 5.5 million euros are being channeled from the Recovery Fund for actions to promote and promote mountain tourism through the creation of a special digital platform as well as for the upgrade of mountain refuge facilities.

Also, in the recent bill of the Ministry of Tourism that was passed in Parliament, the aim is to transform Ski Resorts into special tourist infrastructures with a 12-month operation, with the possibility of offering other activities besides skiing.

In the context of the creation of the new tourist product of mountain tourism, with a ministerial decision that is underway, as stated by the Minister, Ms. Olga Kefalogianni, the way is opened for the development of mountain refuges and certain categories of main tourist accommodations in distinct points within the area of ​​the Ski Centers, guided by the current general and special provisions for the protection of forest areas and special protection zones.

The largest winter tourism investment in Greece is coming

In addition, a prominent position in the hotel investments of winter tourism in Greece is occupied by the planned ultra-luxury Elatos Resort on Parnassos, of the Lampsa group. The investment will exceed 30 million euros.

The group's vision for Elatos, which is expected to open in late 2026, is to compete with the advanced mountain tourism resorts of central and northern Europe and to operate throughout the year as a wellness mountain resort. It was recently announced that Accor will take over management for a period of 25 years.

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