The just lately opened Hilton Backyard Inn Athens Syggrou Avenue – Picture Credit score Hilton
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Greece’s resort market has emerged as a number one vacation spot for worldwide and home funding, with vital capital directed towards new developments, acquisitions and administration ventures, based on trade consultants on the Atlantic Ocean Lodge Buyers’ Summit in Madrid.
As soon as affected by the 2008 financial disaster, Greece now stands out as a distinguished marketplace for resort improvement and acquisitions in Europe. The nation’s availability of coastal improvement websites and comparatively low resort provide have contributed to elevated investor curiosity.
Key Transactions and Market Exercise
Current transactions underscore Greece’s attraction. In March 2025, transport government George Prokopiou acquired full possession of the Astir Palace Resort in Vouliagmeni, which incorporates the 303-room 4 Seasons Lodge Astir Palace Athens. Prokopiou first acquired a 33.75% stake within the resort in October 2024 from Turkish agency Dogus Group and accomplished the acquisition from Dubai-based AGC Fairness Companions, which had bought the property in 2016.
Spanish funding agency Azora has additionally entered the Greek market, finishing its first acquisition in 18 months and its second in 3.5 years. In August, Azora acquired a 50.1% stake in Donkey Motels from family-run funding agency Ioannou, which retained a minority share. Donkey Motels’ portfolio contains 5 properties in Greece—4 in Athens and one in Santorini—with a complete of 834 rooms. The three way partnership plans to increase nationwide.
Tendencies Shaping the Market
A number of tendencies are influencing the Greek resort sector. Co-investment alternatives are rising, and home white-label administration companies are rising to serve new buyers. Dimitris Manikis, president and managing director for Europe, Center East and Africa at Wyndham Motels & Resorts, stated the creation of Greek white-label resort administration corporations is predicted to proceed as legacy fashions decline.
Trade individuals famous that Greek buyers are energetic and aggressive, typically possess vital capital, and have a definite strategy to negotiations in contrast with institutional buyers. The market can be seeing the entry of latest feeder markets, with rising numbers of visitors from Russia, the Gulf Cooperation Council nations, and India.
Development and Growth Plans
Lodge teams similar to Sani/Ikos Group are increasing their presence in Greece and overseas. Sani/Ikos operates 12 resorts with about 3,450 rooms throughout Greece and Spain, and has a pipeline of roughly 2,250 extra rooms underneath the Ikos flag in Greece, Spain, and Portugal. The corporate sees progress potential in locations together with Athens, Corfu, Crete and Kos.
The Greek authorities experiences that greater than 35 million vacationers visited the nation between January and October 2025, regardless of a inhabitants of solely 10 million. This robust tourism demand is supporting the growth of the resort sector and inspiring additional funding.
Challenges and Future Outlook
Whereas the Greek resort market is experiencing progress, challenges stay. Local weather change is affecting the tourism season, with hotter summers and an prolonged season of as much as 11 months. Deliberate infrastructure enhancements, such because the growth of Kalamata airport, are anticipated to assist future progress, significantly in areas just like the Mani Peninsula and the Peloponnese.
Trade leaders counsel that Greece’s fundamentals are just like these seen in Spain 15 years in the past, with alternatives for continued progress. The market’s transformation from financial disaster to funding hotspot displays broader tendencies in European hospitality and tourism.
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