Wednesday, August 6, 2025
Greece has not witnessed the anticipated tourism boost from Bulgaria and Romania following their partial entry into the Schengen Area, primarily due to rising travel costs, weak cross-border infrastructure, and limited regional connectivity. Despite the easing of border checks, travel agencies report stagnant visitor numbers from these neighboring countries, attributing the underperformance to unaffordable fuel prices, lack of reliable public transportation links, and underdeveloped tourism support services in Northern Greece.
The long-awaited entry of Bulgaria and Romania into the Schengen Area was expected to fuel a tourism boom in Northern Greece. With easier border crossings and fewer administrative hurdles, the travel and hospitality sectors anticipated a fresh wave of visitors, especially from neighboring Balkan countries. However, the reality has fallen short of expectations. Despite the simplified travel formalities, tourist arrivals across several northern Greek destinations have remained largely unchanged—or in some cases, declined slightly—due to a combination of high costs and extreme summer weather.
Northern Greece’s tourism sector, particularly in regions close to Bulgaria and Romania, had hoped for a surge in cross-border tourism. The removal of passport checks and shorter wait times at borders were seen as game-changers. Yet, early reports show that these logistical improvements have not translated into a measurable increase in visitor numbers. Instead, the industry is facing challenges that run deeper than just accessibility.
One of the main deterrents for tourists this summer has been the rising cost of travel-related services. From accommodation to dining and beach amenities, prices have climbed sharply over the past year. Many travelers, especially repeat visitors from neighboring countries, are beginning to reconsider their holiday plans in Northern Greece. Even families and individuals who have traditionally vacationed in the area for decades are starting to seek alternatives in other Mediterranean destinations with better value for money.
Thessaloniki, a major urban and cultural hub in the north, has seen a noticeable decline in tourist traffic during July. Hotel occupancy dropped, and local businesses reported fewer international visitors. The extreme heat that gripped the region through much of the month likely played a role in discouraging last-minute travel, particularly for those unaccustomed to prolonged high temperatures. Outdoor sightseeing, day trips, and dining became less appealing in such conditions, further contributing to the slowdown.
In Pieria, often promoted as the “Greek Riviera” for its long stretches of sandy coastline and scenic beauty, the picture appears more stable. Visitor numbers in July remained roughly the same as last year. There was no significant growth, but no dramatic decline either. Businesses in this region operated under a cautiously optimistic mood, hoping that August might bring in stronger results. However, local operators acknowledged that the lack of progress was disappointing, considering the potential benefits of Bulgaria and Romania joining Schengen.
Halkidiki, a long-standing favorite among Balkan tourists, presents a mixed picture. The region recorded an 85% hotel occupancy rate in July, a strong result but slightly below last summer’s levels. This figure shows that demand remains robust, but not immune to current economic and environmental pressures. Interestingly, visitor profiles have shifted. While the number of tourists from Bulgaria and Romania remains consistent with previous years, there has been a noticeable increase in visitors from Germany and Italy. Conversely, the number of British tourists has declined, potentially influenced by currency fluctuations, alternative travel options, or the ongoing effects of Brexit on European travel dynamics.
Despite steady demand, tourism businesses in Halkidiki are grappling with persistent concerns from their clientele. Rising prices, particularly for lodging, food, and transport, have made vacations significantly more expensive than in previous years. Many repeat guests, especially those from middle-income households, report that their budgets no longer stretch as far as they used to. This shift in affordability is changing the landscape of tourism in the region, making it more difficult for smaller, family-run accommodations to compete.
Infrastructure shortcomings have further complicated the situation. In many budget and mid-range hotels, recurring issues such as unreliable water supply and frequent power outages have damaged customer satisfaction. These problems, often due to outdated systems and lack of investment, have led to negative reviews and weakened repeat business. Guests who once accepted these shortcomings are increasingly turning to other options or skipping the region altogether.
In contrast, luxury resorts and five-star hotels in Northern Greece seem to be weathering the storm effectively. These establishments, often located in prime beachfront locations with full-service amenities, have maintained high occupancy rates despite commanding premium prices. Their ability to deliver uninterrupted comfort, modern infrastructure, and elevated guest experiences has allowed them to attract both international and domestic high-spending travelers. These properties rarely suffer from the basic service failures seen elsewhere, which gives them a competitive advantage in a challenging season.
The contrast between luxury tourism and budget tourism in Northern Greece is becoming increasingly stark. While top-tier establishments flourish, many smaller operators are struggling to fill their rooms. The mid-market segment in particular is being squeezed, facing rising operating costs on one side and tightening consumer budgets on the other. Without meaningful investment in infrastructure and pricing reform, this gap could continue to widen.
Looking ahead, early indicators suggest that August may bring some improvement in visitor numbers, as families take their annual holidays and school breaks influence travel decisions. However, unless the underlying issues of affordability and infrastructure are addressed, the long-term outlook for Northern Greece’s tourism may remain uncertain. The Schengen expansion offered a valuable opportunity to revitalize cross-border tourism, but without structural changes, the region risks missing out on its full potential.
Greece has seen no tourism surge from Bulgaria and Romania after their Schengen entry, as high travel costs and poor regional infrastructure continue to hinder cross-border movement and visitor growth.
As travel continues to rebound post-pandemic and competition heats up across the Mediterranean, destinations like Northern Greece must adapt swiftly. Affordability, reliability, and overall value for money will remain key factors for attracting loyal visitors and converting new ones. The window of opportunity created by easier travel access is still open—but only if the region can rise to meet the expectations of modern, discerning travelers.
