Tourism season all year round

The particularly positive first half of 2024 in terms of tourism arrivals and receipts is a result of broader changes in the preferences of the country's visitors - preferences that extend beyond the classic sun and sea product in search of unique destinations and experiences.

The seasonality of the Greek product, which is traditionally associated with the summer, is decreasing, while its distribution is also improving in all regions of the country and not only on the islands and one or two other mainland destinations.

The above assessments, which are shared by more and more sector players, are largely documented by a study by National Bank's Economic Analysis Department, titled "The 'Quiet' Transformation of Greek Tourism."

This year is expected to be a new milestone for Greek tourism, with arrivals of around 36 million tourists, up 10% from last year,...