Tourism operators in Halkidiki, one of northern Greece's main holiday destinations, are approaching the 2026 summer season with cautious optimism, despite a slowdown in bookings compared with last year.
According to industry figures, bookings are currently down by around 5% to 10% compared with the previous summer, broadly in line with the national average. However, stakeholders suggest that early bookings, combined with last-minute reservations, may still support overall performance.
Uncertainty due to the ongoing war in the Middle East is a key factor affecting travel planning, with rising energy costs and higher airfares influencing demand. A recent warning by the head of the International Energy Agency, Fatih Birol, about potential aviation fuel shortages in Europe in the coming weeks has added to concerns among both tourism businesses and prospective travellers.
Grigoris Tasios, president of the Halkidiki Hoteliers Association, said: "The average occupancy in May ranges between 55% and 60% - with a strong May Day period - whereas last year it was around 70%." He added that a weaker May performance is typical for the region, noting that "the summer season essentially starts on 1 June, when we have a mix of road and air tourism."
The summer season is set to begin formally on 25 April, when hotels across Halkidiki are expected to open. During the early Easter period this year, only 10 hotels operated, with average occupancy reaching about 85%.
Demand has been recorded from several key European markets, including Germany, the UK, Poland, the Netherlands and Italy. However, British travellers are currently adopting a "wait-and-see" approach. Improved air connectivity between Thessaloniki and multiple international destinations is reported to be benefiting the wider region, including Halkidiki.
Early booking agreements at competitive prices are driving demand, though industry representatives stress that further momentum will be needed to close the current gap with last year's figures. Airfare levels are identified as a critical variable for the season's trajectory.
At the same time, road tourism remains a longstanding strength for northern Greece, with visitors from Balkan countries remaining a key market segment. Late bookings, made close to arrival dates, are also expected to play an important role.
Rising operating costs are adding further pressure, as energy and raw material prices have increased by around 10%, creating a challenging environment for businesses. Hotel operators are attempting to absorb part of these increases, with average room prices rising about 5% year over year, in an effort to maintain competitiveness.
by Lina Tsireka - adapted from Greek by Vassia Barba
