Saturday, January 25, 2025
With the average occupancy rate reaching 78%, a 2.3% increase from 2023, the region solidified its position as a top European travel destination.
The average daily rate (ADR) rose by 8.9% to €149.26, while revenue per available room (RevPAR) climbed 11.4% to €116.48, reflecting robust demand and strong performance.
November and December Boost Performance
The final two months of 2024 contributed significantly to these achievements.
In November, buoyed by the Athens Marathon, hotels recorded an average occupancy rate of 73.8%, while in December, the figure stood at 61.5%. ADR grew by 7.9% in November and 14.6% in December, with corresponding RevPAR increases of 13.7% and 24.7%.
Athens Outperforms Many European Cities
Athens hotels demonstrated solid performance compared to competitor cities in Europe. London led in average occupancy rates at 81%, followed by Athens at 78%, outpacing cities like Istanbul, which saw a 7.3% decline to 69.2%. Athens also achieved an 8.9% increase in ADR, trailing Madrid’s 14% growth but outperforming Barcelona (7.7%) and Rome (2%). RevPAR in Athens rose by 11.4%, behind Madrid (19%) but ahead of Barcelona (7%) and Rome (3.1%).
Off-Peak Growth and Year-Round Appeal
Athens’ appeal as a year-round destination was evident in its off-peak performance. The city saw notable occupancy increases during traditionally quieter months, including a 14.2% rise in February and a 1.5% gain in March. This reflects the city’s growing popularity as a city-break destination, a key goal of the Athens-Attica & Argosaronic Hotel Association and Visit Greece.
Despite this success, peak months (May through September) experienced slight declines in occupancy, attributed to the growing preference for alternative accommodations like short-term rentals.
Short-Term Rental Regulations Welcomed
The recent enactment of Law 5170/2025 introduces operational and safety standards for short-term rentals across Greece. The law, set to take effect in October 2025, aims to improve visitor safety and service quality by implementing standards such as civil liability insurance and compliance inspections.
The Athens-Attica & Argosaronic Hotel Association welcomed these measures, including limits on rental days, property reductions in certain districts, and oversight by mixed teams from the Tourism Ministry and Greece’s Independent Public Revenue Authority (AADE). However, the association called for additional measures to address the rapid growth of short-term rentals, which now account for 137,499 beds in Attica.
Conclusion
Athens and Attica hotels’ impressive performance in 2024 underscores the region’s evolution into a year-round travel destination. With new regulations on short-term rentals and continued focus on sustainable tourism, Athens is poised for balanced growth in the coming years.
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