Antiparos, a small and typically tranquil island in the Cyclades, has emerged as the fourth most sought-after wedding destination for 2025. Credit: wikimedia commons \ Nobility of Europe CC BY 4.0
Short-term rentals in Greece continued their strong upward trend in July 2025, according to the latest Institute for the Greek Tourism Confederation (INSETE) Statistical Bulletin.
The number of properties reached 246,000—the highest level since January 2019. This growth started in May with 236,000 units, rose to 242,000 in June, and exceeded July 2024 by 14,000 properties.
Available beds also set new records, surpassing one million in April and reaching 1.078 million in July, an increase of 57,000 compared to the same month last year. The data highlights the continued popularity of flexible, short-term accommodations for travelers visiting Athens.
Hotel performance weakens in Greece as short-term rentals see record-breaking month
In contrast, Greece’s hotels recorded a decline in July. Average occupancy fell to 83.3%, down from 86.4% in July 2024 (-3.6%), while revenue per available room (RevPAR) decreased to €173.19 from €177.64 (-2.5%). Average daily rates (ADR) remained relatively steady at €207.85 (+1.1%).
Compared with July 2023, occupancy dropped even further, by 5.7%. For the seven-month period January–July 2025, performance stabilized: average occupancy stood at 75.8% (+0.4%), ADR at €176.18 (+1.6%), and RevPAR at €133.49 (+2%). However, 3-star hotels continued to feel pressure, with occupancy declining steadily since March.
Athens in a regional context
Athens outperformed Istanbul but lagged behind other major European cities. ADR rose 1.6% in Athens, compared with Madrid (+4.9%), Rome (+3%), and Barcelona (+2.4%), while Istanbul fell by 1.9%.
RevPAR decreased 2% in Athens, whereas Madrid (+4.8%), Rome (+2%), and Barcelona (+1.3%) posted gains, reflecting mixed regional performance.
Shifting tourism patterns
The combination of booming short-term rentals and weaker hotel metrics signals a shift in Athens tourism. Travelers increasingly seek flexibility and variety, driving demand for alternative accommodations.
Industry observers suggest that hotels may need to adapt pricing and services to remain competitive as the short-term rental market continues to expand.