Hotel occupancy rates in Attica and the Argosaronic Gulf increased during the first quarter of 2026 compared to the same period in 2025, despite a corresponding rise in prices. The Athens-Attica and Argosaronic Hotels Association reports that average occupancy increased by 2.4%, average room rates (ADR) rose by 2%, and revenue per available room (RevPar) climbed by 4.5%. However, according to the same data, March proved sluggish compared to January and February, possibly not because of the anticipated summer season, but mainly due to international turmoil. In terms of occupancy, ADR and RevPAR, March’s performance appears weaker compared to the first two months of the year, with certain hotel categories showing zero or even negative changes.
Hotels: “Continuous reassessment of forecasts”
According to Athens-Attica and Argosaronic Gulf Hotels Association President Evgenios Vasilikos, international turmoil may continue to impact next year: “First quarter data reflects an overall positive picture, however the growth rate recorded at the beginning of the year did not continue with the same intensity in March. Simultaneously, developments in the international environment may leave their mark on demand, travel patterns, and economic climate, making continuous reassessment of forecasts necessary.
International experience has shown that during crisis periods, short-term market choices – such as price restraint – become particularly important, as decisions made under pressure can affect a destination’s trajectory for extended periods. For this reason, careful consideration of moves and avoiding reactions that might undermine the medium to long-term value of the tourism product constitute critical factors for overall market resilience.”
Meanwhile, according to the president, the association “closely monitors developments, maintains continuous dialogue with its members, and has already proceeded with emergency meetings to ensure a common and informed reading of the situation. The Association will continue to stand by its members through information, analysis, and institutional interventions where required.”
“15-year strategic plan”
Referring to his interventions during the “This is Athens Agora” event held on Monday, April 20, the association president emphasized the need to formulate a comprehensive fifteen-year strategic plan for the city’s tourism. “As I pointed out, discussion about further tourism development in Athens cannot be conducted in a fragmented manner. A comprehensive plan is required that takes into account the city’s real needs, infrastructure resilience, and balance between supply and demand.”
In the same context, the president referred to the medium-term need to regulate the total number of beds the city can support, following international practices applied preventively before exceeding specific limits creates serious operational and social problems. As he noted, similar discussions have already taken place and related decisions have been made in several European cities.
“In major urban destinations like Barcelona, which receives visitor numbers comparable to those welcomed by Greece as a whole, measures have already been implemented to limit uncontrolled development. These measures involve both banning new short-term rental licenses and restricting new hotel licensing permits, aimed at protecting cities’ functionality and residents’ quality of life. For Athens’ case, this discussion should also factor in non-primary tourist accommodations, which have increased significantly in recent years and collectively affect the city’s carrying capacity. The essence of this discussion is not fragmented reference to ‘freezes’ or prohibitions, but the need for a unified strategic plan with clear rules, objectives, and time horizon,” he noted.
Regarding Athens’ medium-term prospects, the president reiterated: “Strengthening the destination is not limited to managing current circumstances, but directly connects to infrastructure that reinforces the city’s position for the next fifteen years. In this context, we welcome the utilization of the closed Taekwondo venue to create a metropolitan convention center of international standards, capable of hosting major conferences. Such infrastructure substantially contributes to reducing seasonality, strengthens the city’s economy, and functions as a stabilizing factor during periods of international fluctuations.”
