Tourists continue to choose Athens mainly for its culture and entertainment, but they rate the city’s everyday experience and public infrastructure noticeably lower, according to a new study by the Athens–Attica and Argosaronic Hotel Association, the Athens International Airport, and GBR Consulting, as reported by Kathimerini.
Culture remains the destination’s strongest asset, receiving a score of 9.2/10. In contrast, lower ratings were recorded for issues related to the city’s functionality: noise received 6.4/10, cleanliness 6.6/10, and the quality of sidewalks and public squares 6.8/10. Public transportation and green spaces also scored relatively low, at 7.4/10. Nevertheless, 88% of respondents said they would visit the city again, while 97% said they would recommend it to others.
At the same time, tourists are spending more money in the city. Daily spending increased by 10% in 2025, while the largest increase was recorded in sightseeing and entertainment (+16%), indicating growing consumption of experiences and activities.
For the first time since 2017, most tourists did not visit the Athens coastline, although those who did reported being highly satisfied, giving it a score of 8.6/10.
The rise in tourism is also reflected in airport figures. Athens International Airport recorded a historic high of 34 million passengers in 2025, while foreign visitors reached 8.7 million, an increase of 10%. The United States was the largest visitor market, with 1.2 million arrivals and a 12% increase.
Meanwhile, tourists are spending more money in the city. Daily expenditure rose by 10% in 2025, with the biggest increase seen in attractions and entertainment (+16%), a sign that spending on experiences and activities is growing.
In the hotel sector, the average room rate increased by 2.5%, while the winter season showed stronger demand. However, during the peak season there was a slight decline in occupancy rates, which is interpreted as a possible first sign of saturation.
Source: Κathimerini
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