The Greek tourism sector is poised to see 2026 performance resemble that of 2025, as industry executives highlight a significant trend of integrating online and offline sales channels. Markos Georgiou, the Managing Director of Loguers, emphasized that the traditional separation between digital and physical sales is diminishing. He noted that many travel agencies are transitioning to online platforms while larger tour operators are enhancing their technological capabilities, allowing them to connect directly with hotels and offer dynamic pricing models alongside customizable travel packages.

Demand for Greek tourism is also remaining robust, suggesting that visitor numbers will be comparable to the previous year. There is an observed mild reduction in prices in popular, high-demand destinations, which could further stimulate interest and accessibility for prospective travelers. The article indicates that as the market evolves, the adaptability to shifting consumer behaviors and preferences will be crucial for market players to maintain competitiveness.

Overall, this trend points to a larger transformation in the tourism landscape, influenced significantly by digital innovation and changing customer expectations. With a notable increase in demand from Asian markets, stakeholders are encouraged to capitalize on these opportunities while embracing technological advancements to enhance the overall tourism experience in Greece.