Athens continues to face challenges in its tourism recovery, with occupancy
Athens continues to face challenges in its tourism recovery, with occupancy rates, room prices, and revenue per room still trailing behind major European destinations like Madrid, Rome, and Barcelona, according to recent industry data.
While the Greek capital shows signs of stabilization, hotel performance in August remains underwhelming, and travelers are opting for shorter stays. Only in comparison with Istanbul does Athens demonstrate a clear advantage in occupancy levels.
Performance Gap Widens in Key Metrics
According to figures from the Athens-Attica and Argosaronic Hotel Association, Athens reported a 2% drop in average occupancy for June 2025 (88.9%), down from 90.6% the same month last year. The Average Daily Rate (ADR) declined 3.7%, from €237.18 to €228.50, and Revenue Per Available Room (RevPAR) also fell 5.5%, landing at €203.04.
Despite a 3.2% increase in RevPAR for the first half of 2025, the city still underperforms relative to its peers. Madrid led with a 6.8% rise in RevPAR, while Rome and Barcelona also posted gains. Istanbul was the only city among the group to see a decline.
Room prices saw similar trends. Madrid increased its rates by 6.6%, Rome by 3.5%, and Barcelona by 3.1%, whereas Athens experienced a slight
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