By Teti Igoumenidi

tigoumenidi @naftemporiki.gr

Greece's beauty and wellness industry is on a growth trajectory, with personal care evolving into a significant contributor to the country's services economy, according to data from online beauty booking platform Treatwell.

The company said the sector is maturing, supporting small and medium-sized businesses and becoming an increasingly important part of Greece's tourism offering.

Consumer spending on beauty and wellness, combined with changing inbound tourism trends, is reshaping the market, with wellness becoming a recurring economic activity rather than an occasional luxury, Treatwell said.

According to the platform's data, bookings in Greece rose 13.75% between May and June, the fastest growth rate among all European markets where Treatwell operates.

Summer demand drives bookings

Preparations for the summer holiday season were the main driver of demand, with pedicure bookings rising 12.7% and manicure bookings increasing 11.3%.

The market also showed strong customer loyalty, with 58.3% of consumers returning to the same beauty professional, highlighting the importance of long-term client relationships to the sustainability of local businesses.

Tourism boosts the sector

The beauty and wellness industry is also becoming increasingly linked to tourism revenues.

According to Treatwell, Greece is the fastest-growing beauty and wellness destination for British travellers, recording a 38% increase in related bookings.

Nearly half of all international bookings (47%) were made less than 24 hours before the scheduled appointment, underscoring the growing role of spontaneous wellness spending in the country's tourism economy.