The expanding war in the Middle East is casting a shadow over the upcoming tourism season across the eastern Mediterranean, raising concerns about how geopolitical instability may affect travel demand in Greece. While the country is one of the region's leading destinations, industry figures say the key question is not whether the conflict will affect it, but how deep and long-lasting it might be.
Tourism professionals in northern Greece are pointing to road tourism as a potential stabilising factor for the sector, particularly in regions easily accessible by car such as Thessaloniki, Halkidiki and the wider mainland. Travellers wary of long-distance flights or regional instability may instead opt for shorter road journeys, a trend that proved resilient during previous crises.
"Road tourism in periods of crisis has proven that it can serve as a safe alternative solution for travel," said Grigoris Tasios, vice-president of the Hellenic Chamber of Hotels and president of the Halkidiki Hoteliers Association. He noted that northern Greece and other mainland destinations play a "leading role" in the development of this type of tourism thanks to their accessibility by car.
Despite its potential, Tasios argues that road tourism remains under-promoted in Greece. Beyond traditional visitors from neighbouring Balkan countries, he believes travellers from central Europe, such as Austria, the Czech Republic and Switzerland, could also form an important market, particularly camper tourists interested in extended road trips.
The importance of road travel was already highlighted during the COVID-19 pandemic, when many travellers chose private vehicles over air travel due to health concerns. Recent figures show the sector continuing to grow, with international road arrivals reaching 11.9 million in 2024, up from 10.4 million in 2023, an increase of 14.4%.
However, measuring this flow has become more complicated. Since Bulgaria fully joined the Schengen area on 1 January 2025, border checks have been abolished, and systematic data collection has stopped, leaving a gap in official statistics. According to the tourism research body INSETE, around 40-45% of Greece's road arrivals historically entered through the country's northern borders.
Greek statistical authorities are now working to establish a new monitoring system, seen as essential for planning tourism policy in northern Greece, where road travel remains a major driver of regional tourism growth.
Although Greece is not close to an active war zone, its location in the eastern Mediterranean may affect how some travellers perceive the region amid Middle East tensions, industry experts say. Long-haul markets such as the US, China and Japan could become more cautious due to concerns about stability and disrupted flight routes, which may increase travel costs and time, particularly for high-spending tourists seeking multi-destination trips.
By Lina Tsireka - adapted from Greek by Vassia Barba
