In 2024, Greece’s tourism sector achieved record employment levels, even as hospitality businesses continued to face significant staffing shortages, according to the latest report from INSETE, the research body of the Greek Tourism Confederation (SETE).
Presented on Tuesday, the report, titled “The Contribution of Tourism to the Greek Economy in 2024”, confirms the sector’s central role in driving national growth and resilience.
According to the report, tourism-related employment increased by 4.8 percent year-on-year, reaching 401,000 jobs, while the third quarter (Q3) saw a “historic high” of 451,400 employees — the highest since the launch of the country’s Labor Force Survey.
This rise was especially notable in accommodation and food services. In Q1 alone, employment rose by 9 percent and remained in positive territory throughout the year. Accommodation jobs increased by 12 percent, or 12,000 positions, while food and beverage roles grew by 2 percent.
According to INSETE, given that lodging and dining absorb roughly 63 percent of total tourism spending, INSETE estimates that seasonal peaks created up to 713,140 jobs, accounting for 16.5 percent of total employment in Greece.
Staff Shortages Remain a Major Concern
INSETE’s general manager, Ilias Kikilias; president, George Vernicos; and research director, Aris Ikkos.
Despite these strong employment figures, the hospitality sector faced an estimated 53,000-worker shortfall in 2024 – a gap expected to persist in 2025.
“These shortages aren’t new. Since the pandemic, the industry has struggled to fill low-skilled roles,” said INSETE General Manager Ilias Kikilias. He highlighted that cumbersome procedures for hiring workers from non-EU countries are hindering the sector’s ability to meet demand.
Kikilias also raised concerns about the Digital Work Card, warning that without adjustments, it could disrupt operations and unintentionally incentivize informal labor. “It must be tailored to the realities of each sector,” he noted.
The government has stated it will not exempt tourism from the system, citing the need to combat undeclared overtime.
Half of Businesses Operating at a Loss
INSETE’s general manager, Ilias Kikilias; president, George Vernicos; and research director, Aris Ikkos.
While tourism continues to perform well on paper, many businesses are operating on the margins. “Even in mature destinations, companies face rising costs, limited access to finance, and ongoing regulatory uncertainty,” said SETE Secretary General and INSETE President George Vernikos.
“Revenue gains are not enough to cover expenses. Half of businesses are in the red,” he stressed.
Looking ahead, Kikilias called for a coordinated national tourism strategy. He pointed to weaknesses in destination management, infrastructure, urban planning, and sustainability – all of which undermine competitiveness.
“Our hospitality – and our people – are core to the Greek tourism experience. But we can’t assume the sector will thrive on its own. We must avoid complacency and plan proactively,” he said.
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