Greece’s upgrade on the global tourism map
The regeneration of the southern front of Attica, the large hotel chains and the bet on conference tourism.
- 30/07/2025, 14:14
Having gone through successive crises, Greece has been on a dynamic growth trajectory in recent years, with the eyes of international investors focused on the country. Undoubtedly, The Ellinikon is one of the most important projects expected to upgrade the country’s profile, creating almost 75,000 new jobs; it is an investment valued at 8 billion euros, with significant funds coming from both private investments and European funds.
The Athenian Riviera, within which The Ellinikon is being built, and which extends from the port of Piraeus to Cape Sounio, has emerged as a tourist destination for high-income tourists, with infrastructure and a level of services that raise the status of the country. In addition to the “Urban Promenade”, a project with a total budget of 19.13 million euros, which will connect the coastal front from the Municipality of Kallithea to the Municipality of Vari-Voula-Vouliagmeni, the reconstruction of Voula’s Second Beach is underway, which will be delivered fully renewed in the summer of 2026. Correspondingly, the Municipality of Vari-Voula-Vouliagmeni has invested in a luxury tourism model with 4- and 5-star hotels, while Astir Hotel Palace Athens continues to evolve as a model hospitality unit, with an environmental marina and new renovation of the outdoor areas. In addition, in Saronida, an investment by Vita Development is being implemented for the Saronida Olympos Golf Project, amounting to 840 million euros, which has been included in the fast track status of Strategic Investments. The plan includes the development of a hotel complex, holiday homes and a golf course on an area of 6,000 decares.
As for The Ellinikon, focusing only on the metropolitan park, which will cover one third of the total regeneration, an investment of 250 million euros is required. It is one of the largest coastal parks in the world, covering an area of over 2 million sq.m., open to the general public, 1.5 times larger than Hyde Park in London and 12.5 times larger than the National Garden, where the visitor will have the opportunity to enjoy a tour among green spaces with lakes, gardens and common activity areas, to make use of the sports facilities, which include track & field, football, basketball, tennis and beach volley fields, to take part in events and activities held in appropriately designed cultural spaces and to follow the pedestrian and bicycle lanes that will incorporate parts of the old runways of the airport.
According to the project leaders, this park was designed with biodiversity and sustainability in mind, while contributing to the regulation of the microclimate and the reduction of the carbon foot print. According to the initial schedule, the first phase of the projects will be completed in 2027, with significant infrastructure, housing and commercial developments, while by 2025, a large part of the project will have already been delivered, including sidewalks, cycle lanes, green spaces and the undergrounding of Poseidonos Avenue. The iconic green skyscraper, Riviera Tower, will also be one of the tallest in the Mediterranean, standing at 200 meters with 50 floors. Meanwhile, the Little Athens residential complex, the first 15-minute city in Greece and Europe, is a bet on sustainability. In this city, residents will be able to move around by bike or on foot within its boundaries.
On the radar of the largest hotel chains
Seeing the big picture and the financial benefits that can be secured in the future, global hotel giants are competing over who will be the first to grab the lion’s share in such a unique area. Big names such as Hyatt, Hilton and Accor have reportedly expressed interest in investing in Greece, bringing new hotel brands.
Marriott, Jing Jiang, IHG, Wyndham and HWorld Group are also among the chains expanding their presence in the country, while luxury hotel groups such as Four Seasons, Mandarin Oriental, One&Only and Aman are strengthening Greece’s profile as a global luxury hospitality destination. Following the law of supply and demand, the Athenian Riviera comes at a premium, having evolved into one of the most attractive investment destinations in Europe. The result is that property prices are continuously rising with the redevelopment of The Ellinikon being a catalyst for the increase in values, while the limited supply of new and quality homes is intensifying the imbalance between supply and demand.
Sales prices in the southern suburbs have increased by 7.10% in the last year, while rents have increased by 8%, with Glyfada, Voula and Vouliagmeni leading the way. Residents from the United Kingdom, Germany, the United States, China and Arab countries are casting their vote of confidence to the Athenian Riviera and are willing to spend significantly to acquire luxury homes near the sea.
Following modern architectural standards, the residences will stand out with their modern design and high aesthetics. Clean lines, large glass surfaces that will allow for ample natural light, as well as materials that will coexist harmoniously with the Mediterranean landscape, will be the hallmarks. Particular emphasis will be given to the bioclimatic approach, with green roofs, energy-efficient systems and smart technologies that reduce the environmental footprint. At the same time, the residences will feature private gardens, swimming pools and large terraces, offering a sense of luxury and comfort. The overall aesthetics will combine minimal and high-end elements, creating a cosmopolitan character that will meet the demands of international investors and residents. Regarding the population, according to the early estimates of the CEO of the Athens Water Supply and Sewerage Company, Charalambos Sachinis, The Ellinikon will be a city of 40,000 inhabitants, and it will take five to ten years to complete the water supply network.
A magnet for yacht owners
At the same time, the upgrading of the coastal front and the creation of sustainable infrastructure will lead to the creation of a new hub of a new hub for yacht owners, who face serious problems docking their vessels and are forced to go to neighboring countries, due to the lack of infrastructure. It should be noted that Greek yachting contributes approximately 1,5% of the country’s GDP, constituting an important pillar of maritime tourism. The sector strengthens the local economy, creating jobs and supporting, mainly, businesses in island and coastal areas.
In total, 19 marinas operate in our country with 6,661 berths, offering high-level services, while, as the Hellenic Professional Yacht Owners Association underlines, approximately 3,000 pleasure boats can be accommodated in Greek ports. This number is, however, not satisfactory compared to other countries with a lower number of islands and coastline length, such as Croatia, which has 167 marinas with 18,179 berths.
The bet on international conferences
The creation of large conference centers, capable of hosting events with more than 5,000 people, is also a scenario considered by the respective tourist bodies, as they estimate that such a move will put Greece at the center of the European conference map.
Sissy Lignou, President of HAPCO & DES, CEO and Vice President of AFEA S.A Travel & Congress Services, has repeatedly stated that Greece is losing more than 20 international events and more than 100 corporate events, which could attract an audience of more than 4,000-5,000 conference participants per event. This is a high-level, high-income audience that, respectively, could create indirect turnover in the country of up to 1 billion euros per year, as well as multiple other benefits. According to Sissy Lignou, the “conference” tourist invests up to seven times more in the country than the leisure tourist, is a high-income visitor, strengthens the local economy, combining professional activity with entertainment, and can also be an ideal ambassador for our country abroad.
Part of the problem is expected to be solved by The Ellinikon, as the plan is to host international conferences in its modern facilities that will strengthen the region’s position as a global business and tourism hub and attract top professionals from all over the world.
Published in “White Paper: The Big Business of the South”, NouPou Media’s special edition spotlighting the current landscape and future prospects of the Athens Riviera.