Booking.com: Greece earned 8 billion euros thanks to us

Greece's tourism sector is thriving, with 28.5 million foreign visitors from January to August 2026, a 10% increase from last year. This growth supports 153,000 jobs and generates significant wages and tax revenues. Despite geopolitical tensions, demand surged during peak season, although rising operational costs hinder hotel reinvestment. Many hotels are offering off-season discounts and collaborating with online agencies to attract visitors year-round. AI is increasingly utilized in marketing and guest communication, with a notable rise in demand for digital payment options. The sector aims to expand beyond peak seasons and enhance guest experiences.