Is Greece too popular? 2024 tourism statistics raise overtourism concerns

Greece’s tourism sector continued its remarkable post-pandemic rebound in 2024, welcoming a record-breaking 40.7 million international visitors and generating €21.6 billion in travel receipts, according to final figures from the Bank of Greece (Τράπεζα της Ελλάδος).

It marked a 12.8% increase in arrivals and a 4.8% rise in revenue compared to 2023,cementing the country’s place as one of Europe’s most visited destinations. And yes, we visited Greece too in 2024 and in 2023.

Yet, as the numbers soar and revenue rolls in, questions are emerging about how sustainable this growth truly is—especially on islands like Paros, which now finds itself at the centre of overtourism debates.

Tourism boom: a closer look at the numbers

The latest data paints a picture of robust and geographically varied growth. The region of Attica, home to Athens, received the highest volume of visitors, while the Southern Aegean, including hotspots like Santorini, Mykonos, and Paros, recorded the largest share of overnight stays and total tourism receipts.

Overnight stays by non-residents reached 240.8 million in 2024, a 1.9% increase compared to the previous year. This was largely fuelled by a 4.9% rise in stays from EU citizens, which more than compensated for a 3.9% drop from visitors coming from outside the European Union.

The EU market remained a driving force behind Greece’s tourism success. Receipts from EU residents totalled €11.97 billion (up 7.1%), representing over half of the country’s total tourism revenue. Travellers from eurozone countries generated €9.5 billion (+4.5%), while those from non-euro EU nations added €2.5 billion—a significant 18.4% increase.

Cruising

Cruise tourism also enjoyed strong momentum in 2024, with revenues rising by 22.4% to €1.11 billion.

Germany remained Greece’s top market in terms of total revenue, with receipts of €3.7 billion (up 3.7%).

The United States led non-European markets, contributing €1.6 billion (+15.3%). Italy also performed well, bringing in €1.25 billion (+13.6%), while the United Kingdom sent €3.15 billion, albeit down by 4.1%.

In contrast, tourism receipts from France dropped by 11.6%, and revenue from Russian travellers plummeted by 51.5%, totalling just €15.7 million.

Leisure travel remained the dominant motivation, accounting for 93.5% of total tourism spending in 2024, despite a small drop from 94.7% the year before.

However, personal travel receipts still rose by 3.6%, showing that holidays remain a priority for international visitors to Greece.

The shadow of success: overtourism and the rise of Paros

While the economic benefits of this tourism surge are undeniable, not every corner of Greece is celebrating. The rise in visitor numbers has intensified overtourism in several destinations, most notably in Athens, Mykonos, and Santorini, places already struggling with overcrowded streets, strained infrastructure, and real estate pressures.

Now, another island appears to be following the same trajectory: Paros.

Nestled in the heart of the Cyclades and strategically located between Mykonos and Santorini, Paros has become a convenient and attractive destination for travellers looking for the ‘next big thing’.

It’s just a four-hour ferry ride from Piraeus or a short flight from Athens, making it highly accessible for both European and North American tourists.

Previously considered a quieter alternative to its flashier neighbours, Paros has seen a significant rise in popularity over the past few years. The island’s charm, idyllic beaches, and traditional Cycladic architecture—coupled with a boom in luxury hotels and holiday villas—have turned it into one of Greece’s hottest destinations. Influencers, travel bloggers, and lifestyle magazines now routinely feature Paros, with its northern harbour town of Naousa increasingly described as a ‘chic’ and ‘chilled’ version of Mykonos.

But this surge in attention has come at a price.

Construction frenzy and environmental strain

According to former MEP and environmentalist Kriton Arsenis (Κρίτων Αρσένης), Paros has been “overbuilt at a dramatic pace.”

In the past five years alone, the island has issued more building permits than even Mykonos and Santorini. Villas, resorts, roads, and swimming pools have replaced traditional dry-stone terraces that once helped maintain the island’s delicate ecosystem.

The effects were felt starkly when flash floods hit Paros last month, with mudslides sweeping through towns and causing significant damage—an event many attribute to the island’s unchecked urbanisation.

Meanwhile, locals are voicing growing concerns about the changing character of their home. Villages like Lefkes still offer glimpses of traditional Greek life, with whitewashed homes and bougainvillaea-covered streets.

But elsewhere, towns like Naousa now cater primarily to wealthy visitors, with high-end boutiques, gourmet restaurants, and a near-total shift in focus away from local life.

Locals push back

In 2023, Paros became the birthplace of the ‘beach towel revolt’, a grassroots protest movement against illegal beach development. Frustrated residents rallied against businesses that had seized public beachfronts with unauthorised sunbeds and umbrellas. The protests spread to other Greek islands and prompted government pledges of stricter enforcement—but results so far have been mixed at best.

Non-profit groups such as Friends of Paros and Antiparos are also pushing for change. Their focus is on preserving the island’s identity and promoting more sustainable tourism practices.

On their website, they warn of deteriorating living conditions for both residents and visitors, citing weak oversight and the ease with which building permits are granted.

A balancing act

Greece’s tourism success in 2024 is a testament to its enduring appeal and resilience. The country has managed to capture the imagination of travellers from across the globe, offering history, beauty, cuisine, and warm hospitality in spades.

But this success also underscores the urgent need to manage growth wisely. Paros is a clear example of how quickly a beloved destination can slide from hidden gem to cautionary tale.

Without stronger planning, stricter enforcement, and a genuine commitment to sustainability, Greece risks undermining the very experiences that attract so many to its shores.

In the years ahead, the challenge will be striking the right balance between welcoming the world and preserving the essence of the places that make Greece so special.

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Is Greece too popular? 2024 tourism statistics raise overtourism concerns