Greece's tourism sector contributed €21.7bn in 2024 but faces mounting challenges from overtourism, extreme heat, infrastructure strain and housing shortages that risk undermining attractions and long-term growth. Official warnings call for urgent sustainable management to avoid exhausting destinations and reducing appeal. Santorini experienced a notable slowdown, with arrivals dropping 24.4% from January to May and long-term pressure from cruise passengers far exceeding caps, creating overcrowding, congestion and environmental damage on an island of 15,550 residents hosting millions annually. Policymakers must balance visitor numbers, protect community needs and adapt to climate impacts to preserve economic and cultural value.
Overtourism and extreme heat have seen the tourism industry scramble to respond Overcome by the thrill of flight, he soared too high, the heat melted the wax, and he fell into the sea and drowned. Icarus's story is a cautionary tale on the dangers of over-ambition. It also serves as an effective metaphor for the crossroads Greece's tourism industry finds itself at today.
Tourism has long been one of Greece's economic pillars, contributing €21.7bn to the economy in 2024 alone. But after decades of growth, cracks are beginning to show. The country is grappling with overtourism, infrastructure strain, housing shortages, and the escalating impact of the climate crisis - all of which threaten to upend the very charm that draws millions of visitors each year.
Santorini's slowdown One of the most iconic victims of this pressure is Santorini. The Cycladic island, famous for its sunsets, whitewashed buildings, and volcanic beaches, has seen a drop in visitor numbers this summer. Airport data from January to May shows arrivals decreased by 24.4 per cent annually, according to reports - a notable shift for an island that has hosted more than 5.5 million annual visitors despite having just 15,550 residents.
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