In July, Greece experienced a notable rise in hotel occupancy rates and room prices, alongside a spike in last-minute bookings, according to reports. Overall hotel occupancy across the country reached 83.4%, while five-star hotels reported an impressive 91.6% occupancy rate, as cited by Agerpres.
The national average nightly rate increased from €168 to €190, with five-star accommodations averaging €338, a slight rise from €332 in July 2025, according to data from the Institute of Tourism Studies (ITEP).
These figures indicate a positive shift from the declining trend observed in June, suggesting that the tourism sector is performing better than last year. The average occupancy rate improved from 82.4% in July 2025.
Christina Tetradi, president of ITEP, commented on the data, stating, “Despite initial justified concerns regarding the hotel market, influenced by slow progress in June and the ongoing Middle East conflict, July’s outcomes are encouraging. Occupancy levels have reached last year’s highs, reflecting the resilience of Greek tourism and the robust brand the country has developed over recent years.”
Increase in Last-Minute Bookings
Demand remained strong at the top end of the market: five-star hotels achieved a 91.6% occupancy rate in July, up from 88.6% last year. Four-star hotels recorded 87.3% (down from 88.4% in July 2025), three-star hotels at 75.6%, and two-star hotels at 76.5%.
A significant factor contributing to this success was the rise in last-minute bookings, which increased by 5.6% compared to July 2025, with five-star hotels seeing a 6.7% boost.
In 2023, Greece witnessed a remarkable resurgence as an international tourist destination, and this upward trend continues. The tourism sector accounts for over a quarter of Greece’s GDP and provides livelihoods for nearly two million Greeks.
