Athens, June 20, 2025 — A growing number of Greeks are being priced out of their own country’s holiday season, with nearly half of the population reporting they will not be going on vacation this summer due to soaring costs, according to a new survey by Greece’s Institute for Market Research.
The study reveals a sharp decline in domestic travel plans, with respondents citing a significant rise in prices across all aspects of tourism — from accommodation and transportation to food and leisure activities. Even traditionally affordable destinations have seen prices surge, making vacations increasingly inaccessible for the average household.
A key deterrent has been the cost of accommodation, which has climbed steeply over the past year. Travelers report that double rooms now rarely cost less than €100 per night, even in less visited locations.
For families, particularly those with children, the situation is even more daunting. Ferry travel, long a popular method of reaching Greece’s many islands, has become prohibitively expensive. While the government has promised no additional increases to ferry fares this season, many families argue the current rates are already excessive.
“We used to go to the islands every August,” said Eleni V., a mother of two from Thessaloniki. “But now, with ferry tickets and accommodation, it’s simply out of reach. We’re staying home this year.”
The strain on household budgets is compounded by rising restaurant and bar prices. In tourist hotspots, food and drink costs have gone up by at least 20%, forcing many Greeks to forgo eating out.
Instead, more are packing their own umbrellas and heading to public beaches that do not charge for loungers or shade — a marked shift from past summers where organized beach bars were part of the holiday experience.
The only demographic seemingly able to maintain some form of holiday is young adults under 30, many of whom are turning to low-cost options like island camping or budget hostels.
“We just want to get away, even if it means pitching a tent and cooking our own meals,” said 24-year-old Nikos P., who is planning a week-long trip to Naxos with friends.
Meanwhile, Greek hoteliers and tourism operators are increasingly turning their attention to international tourists, who appear less sensitive to price hikes and more willing to spend.
However, this shift has not eased the industry’s broader concerns. Local business owners say they are struggling to cope with rising operational costs and persistent staffing shortages, which are threatening the quality of service during the peak season.
“Running a hotel this summer is a challenge,” said Maria K., a hotel owner on Paros island. “We have fewer Greek guests, not enough staff, and growing expenses. It’s a difficult balance.”
As Greece enters the heart of the tourist season, the disparity between local affordability and foreign spending power is becoming more pronounced, raising questions about the long-term sustainability of a tourism model that increasingly excludes its own citizens.