Athens Emerges as a Key Hub in Europe’s Hotel Investment Surge
Athens is solidifying its position as a prominent hub on Europe’s hotel investment map, contributing to one of the continent’s strongest hospitality market performances in the past six years. This development is highlighted in the 2025 European Hotel Transactions report by HVS.
Record-Breaking European Market Performance
The year 2025 saw a total European hotel transaction volume of 22.6 billion euros, marking a substantial 30% increase compared to 2024. This figure represents the highest level recorded since 2019 and the third-highest performance ever observed in the European market. This growth was supported by easing interest rates from central banks, improved financing conditions, resilient hotel operating performance, and increased availability of investment capital.
Greece Ranks Among Top Five Markets
Within this thriving market, Greece demonstrated remarkable momentum, ranking among the top five markets in terms of transaction value. The country, encompassing both hotel portfolios and single-asset deals, achieved a total volume of 1.119 billion euros, an increase of 479 million euros year-on-year. This performance propelled Greece up two positions in the ranking of Europe’s ten largest markets, moving from seventh to fifth place.
Athens’ Striking Performance: 4th Overall, 2nd in Portfolio Deals
Athens, in particular, delivered an even more striking performance. The Greek capital ascended three places to rank fourth overall among European cities, with total transactions amounting to 663 million euros. Furthermore, Athens secured the second position among European cities in portfolio transaction volume, reaching 271 million euros. This places Athens ahead of Paris and trailing only London in this category, underscoring its growing and increasingly distinct investment footprint in the global hospitality sector.
Market Evolution: Single-Asset vs. Portfolio Transactions
The European market’s evolution was characterized by two primary trends. Single-asset hotel transactions reached a historic high of 15.6 billion euros, a 48% increase compared to 2024. Portfolio transactions, while remaining stable at 7 billion euros, exhibited notable geographic shifts from the previous year. The United Kingdom maintained its leading position, France moved into second place, and Germany experienced one of the most significant recoveries of the year.
Broader Context: Greece’s Tourism Resilience
This surge in hotel investment in Athens aligns with Greece’s broader tourism resilience. Recent studies, such as one by Mabrian, indicate that Greece is benefiting from shifting travel demand, with Mediterranean destinations attracting visitors away from the Middle East. This trend suggests a sustained interest in Greece as a travel destination, further bolstering investor confidence in its hospitality sector.
The growth in hotel investment also complements other positive developments in Greek tourism, including a surge in cruise traffic in 2025, as reported by tovima.com on March 22, 2026. Additionally, Booking.com has noted that Greece’s tourism sector is holding strong despite regional turmoil, further reinforcing the optimistic outlook for the country’s hospitality industry.
This sustained growth and strategic positioning indicate a promising future for Athens as a major player in the European and global hotel investment landscape.
