Bank of Greece Governor Yannis Stournaras speaking at an event marking 50 years of Grecotel’s presence in Greek hospitality. Photo source: Grecotel
Greek tourism has significant scope for further growth and qualitative upgrading, particularly as global travel trends shift toward higher-spending visitors and off-peak demand, Bank of Greece Governor Yannis Stournaras said during a recent industry event in Athens.
Speaking at an event marking 50 years of Grecotel’s presence in Greek hospitality, Stournaras underlined tourism’s role as a strategic pillar of the Greek economy and highlighted opportunities emerging from changing travel patterns.
He noted that demand is increasingly favoring destinations with strong identity, premium experiences and lower congestion, creating space for diversification beyond the traditional summer peak.
Referring to recent studies, Stournaras said that with a targeted national strategy, Greece could raise average visitor spending by around 15 percent by 2035, while reducing the concentration of arrivals in July and August from 42 percent to 34 percent.
Such a shift, he said, would help ease pressure on destinations while strengthening revenues and investment prospects.
“The strengthening of high-spend tourism, particularly from markets such as the United States and Asia, offers substantial scope to boost tourism income,” he said, adding that quality-led development could also support broader infrastructure upgrades and long-term competitiveness.
View of the Acropolis from THE DOLLI hotel in Athens. Photo source: Grecotel
Stournaras also pointed to travelers’ growing interest in authentic, less crowded destinations and year-round experiences as a key opportunity for Greece to further differentiate its tourism offering.
The remarks were delivered at an event hosted by Grecotel, one of Greece’s longest-established hospitality groups, which marked five decades of activity in the sector. The gathering, held at THE DOLLI hotel in Athens, brought together representatives from the tourism and business communities to reflect on the industry’s evolution and future prospects.
In an announcement, Grecotel’s management said the governor’s remarks align with the group’s long-standing focus on upgrading Greece’s tourism offering through sustained investment and quality-driven development.
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