Although demand is not evenly distributed throughout the year, extended operational periods for businesses and better utilization of infrastructure strengthen the sector’s sustainability.
Athens: Stabilization with Room for Enhancement
Athens remains the primary pillar of year-round tourism activity. According to the latest data from the Athens-Attica & Argosaronikos Hotel Association, 2025 recorded marginally positive results across key performance indicators, confirming the market’s stabilization following years of strong post-pandemic recovery.
Particularly notable is the improvement in performance during the first and last quarters of the year, reinforcing the city’s position as both a city-break and conference destination. However, the average room rate still lags behind competitive European markets, highlighting opportunities for qualitative upgrades and enhancement of the tourism product.
Thessaloniki: Season Expansion and Price Convergence Goals
Thessaloniki is experiencing a gradual extension of its tourist season, now reaching ten months annually compared to nine in the past. Improved air connectivity, alongside growth in conference and exhibition tourism, serves as a key driver of development.
Despite maintaining high price levels, the gap in average room rates compared to Athens remains significant. The strategic objective of the local market is to achieve convergence through investments in quality infrastructure and by attracting higher-spending markets, such as the United States and Western Europe.
Regional Destinations with Growth Potential
Alexandroupoli is emerging as a regional hub, with increasing visitation from Turkey and the Balkans, investing in targeted B2B initiatives and a diversified tourism product. Meanwhile, Ioannina supports its ten-month tourism activity through conference, medical, and university tourism, with further infrastructure upgrades being critical to expanding capacity.
Peloponnese: Structural Foundations for a Year-Round Model
The Peloponnese shows significant prospects for season extension, leveraging its multi-themed offerings—a combination of culture, natural landscapes, and mild climate. An example is the extended operation of Kalamata Airport, with flights running from late February to late November.
Experts emphasize that season extension should not overburden already saturated destinations but should be directed toward areas with potential for balanced development and optimization of existing infrastructure.
Extension in Traditional Summer Destinations
Even destinations historically dependent on the summer season, such as Crete, Rhodes, and Corfu, show signs of expanding activity through enhanced flight schedules and increased demand outside the peak season.