Greeks maintain a positive perception of tourism in the country, with 67.3% considering its impact very positive or positive, and 14.2% viewing it negatively. However, a significant 72.5% believe that the country is experiencing overtourism—although two out of three do not perceive it in their local area.
Additionally, 72.4% identify the primary characteristic of Greece’s tourism model as mass tourism focused on popular destinations.
These findings come from a quantitative survey (conducted by aboutpeople on behalf of SETE, sampling 1,314 Greeks between November 7–9, 2024) and a qualitative study (sampling 55 Greeks), presented at the SETE conference titled “Shaping the Future of Tourism.”
Environmental impacts
According to participants, tourism can have environmental consequences, including degradation of natural resources and landscapes, pollution, and overconsumption of energy.
Nearly half of respondents in the general population survey believe that sustainability and environmental awareness should be integrated into Greece’s future tourism model. Furthermore, 43% support the development of alternative forms of tourism, 33.4% advocate limiting mass tourism, and 31% emphasize promoting cultural and archaeological tourism.
Almost half of the respondents acknowledge both positive and negative environmental impacts of tourism, while 39% lean towards a more negative evaluation. Notably, 62.8% consider incorporating sustainability and environmental protection into the country’s tourism model extremely important.
In response, 34% suggest limiting the number of tourists in sensitive areas, 30% recommend promoting alternative forms of tourism, 29% support investments in green tourism infrastructure, and another 29% advocate raising public awareness about environmental responsibility.
In the qualitative study, the key word for addressing overtourism is “balance.” Participants stress the need to maintain moderation while ensuring the sustainability of the tourism product. The government is urged to safeguard environmental protection and enhance the quality of life for residents.
The “Good” and the “Bad” of tourism
According to participants, the benefits of tourism include its economic contribution, with 42.4% highlighting job creation as the most important aspect, followed by 38.6% emphasizing its role in strengthening the national economy. Other benefits cited include seasonal employment opportunities (21.8%), the development of local businesses (19.6%), and supporting local communities on islands and in remote mainland areas (18.7%).
On the downside, the most significant negative impact identified is the increase in rents (40.5%) and rising prices (37.3%). Other concerns include economic dependence on a single sector (22.2%), environmental strain (21%), and excessive development and overconstruction (18.4%).
Wages of tourism workers
Opinions are divided on this issue. While 35.4% of the general population believes that wages in tourism are higher than the national average, 25.4% think they are lower.
Nonetheless, 44% of respondents agree that wage increases are necessary in the sector. Additionally, 26% call for stricter government oversight of working conditions, and 46.6% emphasize the need for improvements in working hours.
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