By Stuart Kerr, Travel Correspondent
Published: 22/08/2025 · Updated: 22/08/2025
Contact: editorial@holidaymate.com | About the Author
Stylised digital illustration of Greek locals watching tourists on a crowded beach, contrasting affluence and austerity, symbolising the irony of tourism wealth versus local affordability.
A Country Priced Out
Greece may be celebrating record-breaking visitor numbers, but many of its own citizens are unable to enjoy the same leisure their country so famously sells. According to The Guardian, nearly half of Greeks say they cannot afford even a one-week holiday, despite the nation welcoming 36 million tourists in 2024 and generating €21.7 billion in tourism receipts. The juxtaposition—wealthy tourists flocking to the Aegean while locals remain priced out—is becoming a national talking point.
The Stark Statistics
The numbers are sobering. Data from BrusselsSignal, citing Eurostat, shows 46% of Greeks were unable to fund a short break last year, well above the EU average of 28%. For many households, stagnant wages and rising living costs have outpaced the gains of the tourism boom. While airports and hotels report record occupancies, ordinary families face the summer from their balconies rather than the beach.
Tourism’s Unequal Benefits
This irony is not lost on economists. While Greece’s overall tourism receipts continue to climb, the gains are not filtering evenly through society. Tourism Review reports that the surge in international demand has led to rising accommodation costs, especially in island hotspots like Santorini and Mykonos, making domestic holidays prohibitively expensive for locals.
Economic Pressures Behind the Divide
The Bank of Greece’s Note on the Economy highlights how inflation, energy costs, and fragile wage growth leave households struggling despite national growth headlines. For many Greeks, the financial reality is simple: tourism makes the country richer, but individuals are not feeling the benefit in their own pockets.
Searching for Fairer Models
The debate has sparked questions about whether tourism can be structured more equitably. A recent Travel Foundation report argues for destination models that distribute income more evenly between visitors and residents, suggesting policies such as caps on short-term rentals and reinvestment of tourism taxes into community projects. Such approaches could help narrow the gap between the booming visitor economy and citizens left behind.
The Human Side of the Story
For families across Athens and Thessaloniki, the situation goes beyond statistics. Summer, once a cultural ritual of sea, family, and shared meals, has become an unaffordable luxury. Stories of parents cancelling trips to the islands, children missing out on the traditions their grandparents enjoyed, and rising resentment towards the influx of foreign wealth paint a stark cultural contrast. In popular resorts, locals are more likely to be serving cocktails than sipping them.
The Broader European Picture
This problem isn’t unique to Greece. As explored in Travel in 2025: Why Europe is bracing, affordability is becoming a wider European issue as demand from affluent international travellers collides with stagnant local earnings. But Greece’s dependency on tourism makes the divide sharper, with fewer alternative industries to offset inequality.
Hidden Costs of the Boom
Beyond economics, the social costs are mounting. Housing shortages in popular islands are forcing young locals out, echoing issues seen elsewhere in southern Europe. As highlighted in Hidden gems of the Amalfi Coast, regions that manage to balance tourism with local affordability are increasingly rare. Without structural reform, Greece risks hollowing out communities in the very places that draw visitors.
Lifestyle Choices and Alternatives
Some Greeks, unable to afford the islands, are seeking cheaper wellness options at home or abroad, mirroring trends like digital detox retreats. Yet even these alternatives highlight the divide, often catering more to foreign visitors than to locals in need of affordable rest.
Why It Matters
The story of Greece’s affordability crisis is not just about missed holidays—it is about identity and fairness. The paradox of a country marketed as paradise to the world but inaccessible to its own people strikes at the heart of national pride. As policymakers search for answers, the question remains: can Greece’s tourism future also belong to the Greeks themselves?
About the Author
Stuart Kerr is a travel correspondent for Holidaymate.com, covering sustainable tourism, practical guides, and European trends. You can reach him at editorial@holidaymate.com. About the Author
