Greek tourism faces big challenges in 2026: Rising costs & tough competition
Greece’s booming tourism industry is at a crossroads. After strong growth in 2024 and 2025, rising operational costs, infrastructure issues, and stiff competition from other Mediterranean destinations threaten the sector’s future. Experts warn travelers are spending less and booking later amid global economic uncertainties. Overcrowding and environmental risks add pressure on popular spots like Santorini. Industry leaders urge the government to implement policy reforms and invest in sustainable tourism for long-term stability.
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