A new survey highlights persistent labour shortages as the main operational challenge for small-scale tourist accommodation providers in the region of Central Macedonia as the summer season approaches.
According to the study, conducted by the Institute of the Greek Tourism Confederation (INSETE) between 1 October and 20 November 2025, 94% of rental room businesses in the region identify a lack of staff as their primary problem. This places Central Macedonia at the top among Greek regions, compared with a national average of 52%.
The findings are based on responses from 702 rental room businesses across Greece and reflect broader structural characteristics of the sector. The majority of these enterprises are small: 64% employ just one or two staff, 31% employ three to five, and only 4% employ more than six workers.
Beyond staffing shortages, businesses in Central Macedonia report additional pressures. Six in ten describe rising operating costs as a major challenge, while seven in ten say high taxation makes their operations more difficult. Competition from online platforms is cited by four in ten respondents, and two in ten identify low tourist demand as a significant issue. The survey notes that concerns about weak demand are more pronounced in other regions, reaching 67% in Western Greece and 44% in Central Greece.
Pricing data included in the survey shows that Central Macedonia remains among the most affordable regions in Greece for accommodation. During the low season, the average nightly rate is around 48 euros, compared with 53 euros in Central Greece. In the high season, the regional average rises to 99 euros, significantly lower than the 177 euros recorded in the Ionian Islands.
International visitors dominate the customer base in Central Macedonia, accounting for 80% of guests. The main source markets are Serbia, North Macedonia, Romania, Bulgaria and Germany.
In terms of infrastructure and services, 95% of accommodation providers nationwide offer free Wi-Fi, with Central Macedonia slightly below at 94%. A notably high share of businesses in the region, 89%, operate websites with direct booking capability, compared with a national average of 54%. However, only 10% of properties offer breakfast, one of the lowest rates in the country.
Booking patterns indicate that most reservations are made well in advance. Specifically, 36% are made 30 to 60 days before arrival, 34% are made more than 60 days in advance, and only 3% are made within two weeks of arrival. The majority of bookings (68%) are made through tour operators, followed by 23% via online platforms and 9% via direct bookings.
by Lina Tsireka - adapted from Greek by Vassia Barba
