By Leta Kalamara

Greek hospitality entrepreneurs are growing increasingly optimistic about their future, with the business climate now noticeably stronger than in previous years - surpassing the EU average for the first time.

This boost in the image of Greek tourism is highlighted in the 2025 Hospitality Barometer, published by Booking.com in collaboration with Statista.

Access to financing has significantly improved for industry professionals, raising investor confidence. This positive economic climate aligns with a willingness among Greek hoteliers to expand their workforce, with hiring rates among the highest in Europe. At the same time, Greek entrepreneurs are placing a stronger focus on staff training - more so than their European counterparts - while also showing notable interest in Artificial Intelligence.

85% Expect Growth in the Near Future

The general mood among Greek hoteliers is one of optimism and progress, with a significant 85% of respondents expecting growth in the near future.

Across Europe, hotel chains continue to attract more confidence and investment than independent and alternative accommodations, in line with previous Barometer findings. As Alessandro Callari, Regional Manager at Booking.com, pointed out during an informative session, one of the sector’s biggest challenges remains the adoption of new technology.