Athens, February 3, 2026 – The hotel sector of Athens and the wider Attica region registered modest improvements across key performance indicators in 2025. However, growth rates showed signs of slowing after the robust post-pandemic rebound, as revealed by the latest annual benchmarking survey released by the Athens-Attica & Argosaronic Hotel Association.
Survey Highlights Moderated Growth in Athens Hotel Market
Conducted in collaboration with GBR Consulting, the research meticulously tracks occupancy, average daily rate (ADR), and revenue per available room (RevPAR) across the destination’s hotel market. The findings suggest that while demand remains strong, the pace of expansion is gradually moderating, indicating a transition towards a more normalized operating environment.
Key Performance Indicators for 2025:
- Average Occupancy: 77.1% (a slight improvement of 0.9% compared to 2024, and a 3.2% rise over 2023).
- Average Daily Rate (ADR): 177 euros (a 2.5% increase year-on-year, and a 12.4% increase compared to 2023).
- Revenue Per Available Room (RevPAR): 137 euros (up 3.4% from 2024, and 16.1% from 2023).
RevPAR in hotels across Athens, Attica, and the Argosaronic area peaked during the summer and early autumn months, with annual performance reaching 137 euros in 2025. The hotel association noted that these figures reflect a shift from rapid post-pandemic growth to a more stabilized market phase.
Shoulder Months Drive Year-Round Demand
The strongest gains were observed during the “shoulder” periods (January-March and November-December), reinforcing Athens’ evolving status as a year-round destination. During these months, occupancy increased by 5.3% and ADR by 5.4% compared to 2024. Conversely, the peak period from April through October saw a 1.2% decline in occupancy, although ADR still improved by 2.7%.
This trend underscores the increasing importance of off-season travel in sustaining hotel demand, even as certain peak months experienced mild softening, a development closely monitored by industry stakeholders.
Athens’ Occupancy Strong, But Pricing Lags European Peers
In a comparative analysis with ten other major European city destinations, Athens maintained its position within the top five markets for demand throughout the year, despite slipping from its third-place ranking in 2024. The Greek capital recorded higher occupancy rates than Madrid, Munich, Berlin, Vienna, and Istanbul, with London being the only city to exceed the 80% occupancy threshold.
However, despite robust demand, Athens continued to rank among the lower-performing markets in terms of pricing. With an ADR of 177 euros, the city placed seventh out of eleven European destinations. This suggests potential for further improvement in value capture as market competition intensifies.
The association also highlighted the rapid growth in all types of accommodation supply within the city, creating an increasingly competitive environment that necessitates careful market management.
Infrastructure and Market Pressures Under Scrutiny
The survey’s findings, coupled with visitor satisfaction research, indicate that significant upgrades to urban infrastructure – including transport, cleanliness, accessibility, and public spaces – will be crucial for sustaining tourism performance and enhancing the overall visitor experience.
In this context, the evolving regulatory framework for short-term rentals is viewed as a positive step towards balancing Athens’ accommodation market. Nevertheless, continuous monitoring and targeted interventions at the municipal level remain essential.
The association further emphasized that strengthening cultural, conference, and alternative tourism sectors could effectively reduce seasonality and foster more balanced growth across the destination.
“2025 confirms that Greek tourism – and especially Athens – is entering a new phase, where high-quality, sustainable and socially balanced development is the main goal,” stated the hotel association.
The Athens-Attica & Argosaronic Hotel Association affirmed its commitment to contributing through evidence-based proposals, research, and partnerships, with the overarching aim of ensuring Athens remains “a modern and competitive destination operating year-round.”
Source: https://news.gtp.gr/2026/02/03/athens-hotels-see-modest-growth-in-2025-as-momentum-eases/
