Source: GBR Consulting
Greece retained its 5th position as a top hotel investment destination in CBRE’s 2025 Hotel Investor Intension Survey supported by strong tourism trends and a growing luxury hotel segment. Greece registered 36.0 million international arrivals in 2024, up from 32.7 million in 2023, a growth of 9.8%, while travel receipts increased to € 20.6 billion in 2024 from € 19.7 billion in 2023 (+4.3%), excluding the cruise sector which contributed € 1.1 billion in 2024, an increase of 31.2% compared to 2023. The number of 5-star hotels and hotel rooms in Greece increased during the period 2019 – 2024 by 37% and 22% respectively and the 4-star sector by 14% and 8% respectively. According to data released in March 2025 by the Research Institute for Tourism indicated that the hotel sector generated an estimated total net revenue of € 11.5 billion in 2024 of which 40% by the 5-star sector and 39% by the 4- star segment. Compared to 2023, revenue at the 4-5-star segments increased by 9.9%, while the 1 – 3-star hotel showed a rise of 5.0%. The 3 – 5-star segments represent 56% of all hotels, 77% of all rooms and 92% of turnover. The CBRE survey also indicated that in terms of city destinations, Athens climbed to 8th place reflecting growing investor interests driven by strong tourism fundamentals and an expanding luxury hospitality sector.
GBR Consulting is the leading hospitality and tourism consultancy in Greece. Its experience includes market and financial feasibility studies as well as valuations and development plans for Hotels, Resorts, Spas, Marinas, Casinos & Gaming, Conference Centers & Arenas, Theme Parks, Golf Courses etc. GBR Consulting is affiliated to CBRE Atria, the Greek arm of CB Richard Ellis, providing together a specialized service for Tourism Properties Transactions. GBR Consulting possesses a database with financial data for over 1,000 hotel establishments in Greece and has a datashare agreement with STR Global, the word’s largest databank of hotel operational data.
Markets & PerformanceGreece 
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