Greece now ranks among the most expensive destinations for the German market, according to data presented at the recent international tourism fair ITB Berlin 2026.
A survey by the German foundation Stiftung fur Zukunftsfragen presented at the fair, showed the average expenditure per person per day at €147 for Greece. This tops the €143 of Spain, which is the country’s main competitor in the Mediterranean.
That raises concerns about the competitiveness of the Greek tourism product if demand declines. Hoteliers attribute it to the high tax and regulatory burden in Greece compared to competing countries. However, economists argue that the strong demand for travel to Greece has allowed prices to grow even beyond any increase in operating and tax costs for businesses.
The data showing Greece as one of the most expensive Mediterranean destinations was confirmed by the German Travel Association (DRV), which highlighted in a report that the total travel expenditure of Germans reached a historic high, with Greece at the top of the cost per trip.
Representatives of major tour operators expressed reservations about the sustainability of the pricing requirements of Greek hoteliers.
According to information from Berlin, the average increase hoteliers in Greece demand for the next two years is reportedly between 5% and 8%, a rate that tour operators consider disproportionately high given the eurozone inflation.
The Greek hotel industry attributes the increases to operating costs and the tax burden. According to the analysis presented in Berlin, taxes and fees represent 29.8% of the final room price in Greece, a percentage significantly higher than the 16.1% in Cyprus and the 12% in Turkey.
However, it is common ground in the Greek market that more and more hotel companies proceed with price increases as long as demand remains relatively inflexible. That is, as long as customers, mainly foreign, are willing to pay these rates, even if that prices the Greeks out.
