Greek tourism breaks records—can it balance growth and local life?

Greece's tourism boom demands smarter growth strategies for 2023

Greek tourism is set to break records in arrivals and revenue for 2023. At the Reimagine Tourism conference, industry leaders discussed how to manage growth while improving local quality of life. Yiannis Paraschis, CEO of Athens International Airport and president of SETE, proposed key changes to sustain the sector's success.

Paraschis highlighted Greece's strong tourism brand but warned that affordability must remain a priority. While some locals worry the country has become too expensive, he urged against blaming tourism for rising costs. Instead, he called for better balance between visitor numbers and residents' needs.

The conference explored ways to spread tourism beyond the five regions that currently attract 80% of arrivals. Athens has grown as a city break destination, but Paraschis suggested creating destination management organisations (DMOs) for each major area. These would follow models like Amsterdam's, helping to regulate growth and protect local communities. He also pointed to gaps in Greece's tourism education system. Better links between universities and the industry could address skill shortages and improve service quality. Meanwhile, Athens International Airport faces challenges, including flight delays. Plans to increase capacity and hire more air traffic controllers are now underway. Looking ahead, the US and Canada remain vital markets, while China and India offer new opportunities. Paraschis stressed that maintaining value for money will be essential to keep Greece competitive in the years to come.

Greece's tourism sector is on track for a record-breaking year, but leaders are focusing on long-term sustainability. New management structures, education reforms, and airport improvements aim to support growth without compromising local life. The goal is to keep Greece an attractive, well-run destination for visitors and residents alike.