A Private Holiday Homeowner’s Insight Guide ~ Greece
by azulomo | 8 min read
A Private Holiday Homeowner’s Insight Guide
Holiday Rental and Tourism Market in 2025 ~ Greece
In 2025, Greece isn’t just open for tourism—it’s opening up in entirely new ways. Guests aren’t arriving just to see things; they’re coming to feel something. What used to be a summer escape has become an emotional one.
And it shows. With around 33 million international arrivals expected this year (GNTO, 2025), Greece is among Europe’s top performers in tourism—and it’s not slowing down. Guests are staying longer (5.3 nights on average, AirDNA, 2025), choosing homes over hotels, and swapping fast travel for something slower, more grounded, and more human.
For holiday home owners, this shift is a golden opportunity. But it’s also a call to evolve. Success now lives in the details: story, design, connection, and care. Greece is more than a destination. In 2025, it’s a lifestyle. At the heart of this change is the private host. From first-time owners restoring a family cottage in the mountains to seasoned investors styling Cycladic villas, individuals—not big brands—are shaping the guest experience. This guide is written for them: the thoughtful hosts, the soulful renovators, the calm creators who see hosting not just as income, but as intention.
Quiet charm, lived-in beauty, thoughtful detail—that’s the new luxury.
Mainland vs. Islands ~ A Tale of Two Greeces
Greece may be unified by its coastline and mythology, but when it comes to short-term rentals, it speaks two very different dialects: island vibrance and mainland depth.
For decades, the islands have been Greece’s global calling card. Santorini’s caldera sunsets, Mykonos’s designer rooftops, and Crete’s endless beaches continue to draw millions each year—and with good reason. The islands offer cinematic beauty, turquoise waters, and a sense of escapism that guests crave.
But in 2025, a subtle shift is underway. Mainland Greece is writing a quieter, more soulful story—and travellers are beginning to read it. As guest preferences evolve toward slower, more meaningful travel, the mainland is gaining favour. Many travellers are choosing culture over crowds, mountains over marinas, and character over gloss. Instead of ticking off famous views, they’re seeking connection: to place, people, and pace.
Mainland regions like Epirus, the Peloponnese, and Central Greece are offering what many guests now value most—authenticity without overwhelm. Think stone-built mountain villages with centuries-old traditions, neoclassical towns with walkable squares, and farmhouses set among olive groves and quiet valleys.
Unlike the islands, where STR saturation and rising prices have made it harder to stand out, the mainland still offers space—to differentiate, to design, and to deliver something deeply personal.
→ What this means for hosts: There’s no need to compete with the postcard. The mainland isn’t trying to be flashier than the islands—it’s offering something altogether different: intimacy, calm, and a canvas for year-round, emotionally led stays.
Mainland Greece ~ The Soulful Underdog
The islands might be Greece’s celebrities—but the mainland is its best-kept secret. And in 2025, that secret is quietly becoming a favourite. More guests are discovering that there’s another side to Greek travel—one where things move slower, the views are greener, and the experience is less about spectacle and more about soul. From the Peloponnese to Epirus, the mainland offers a rhythm that feels more lived-in than curated. You’re not just visiting—you’re invited into something real.
What draws guests here?
Fresh mountain air and winter charm in villages like Arachova and Kalavrita, where yes, Greece even has ski resorts!
Layers of history in towns like Nafplio, with Venetian architecture and seaside strolls, or Ioannina, where lakeside castles meet thriving cafes.
Nature escapes in Zagori, where stone bridges span deep gorges and hiking trails weave through alpine forests.
Peace and privacy in renovated olive-farm cottages, riverside homes, or quiet family-run guesthouses that feel like home.
While it’s still under the radar, demand is growing. Peak season occupancy reaches 65% to 75%, and guests often stay longer—especially in spring and autumn, when the air is soft, the landscapes glow, and you’re more likely to be sharing the view with a shepherd than a tour bus (AirDNA, 2025).
And the best part? Property here is still accessible. With prices between €1,200 and €2,500 per square metre, you can find charming, character-filled homes in breathtaking settings—often for half the price of the islands (Spitogatos, 2025).
→ What this means: If your idea of a holiday rental includes cosy interiors, timeless views, and the feeling of being part of something local—not just listed—the mainland might just be the opportunity you didn’t know you were looking for.
The Islands ~ Greece’s Glittering Core
When people picture Greece, it’s usually an island they’re dreaming of. Whitewashed homes. Endless blue. A warm breeze and a cold drink. And honestly? That magic is still very real.
In 2025, the islands remain Greece’s strongest tourism pull. Guests fly in from every corner of the world chasing sunsets in Santorini, beach days in Crete, or a taste of Mykonos glamour. But there’s a shift happening beneath the sparkle. Travellers aren’t rushing from ferry to ferry anymore. They’re staying put. Slowing down. They want to feel part of a place—not just pass through it. For holiday home hosts, that means opportunity—but also higher expectations.
Here’s what that looks like across the most popular islands:
Santorini ~ The Icon, Reimagined: Still one of the most recognised destinations on the planet, Santorini remains a magnet for honeymooners, photographers, and cruise-goers. After the early 2025 earthquakes, bookings dropped 20–30% in Q1 (AirDNA, 2025), but by summer, 90% of listings were back online. European travellers returned quickly, drawn by its familiar drama and romantic pull. → Why it matters: The view still sells—but charm, calm, and resilience matter more. Quiet corners, meaningful extras, and soft design now outperform flash.
Mykonos ~ Luxury with Edge: High-end, high-energy, and high-maintenance. Mykonos continues to attract affluent groups and LGBTQ+ travellers who expect five-star details from start to finish. Occupancy averages 73%, and some villas command over €1,000 a night (AirDNA, 2025). → Why it matters: It’s a rewarding market—but not for the faint-hearted. Guests expect concierge-level service, seamless tech, and spaces styled to perfection.
Crete ~ The All-Rounder: Big, diverse, and surprisingly grounded, Crete is a guest favourite for a reason. From the historic streets of Chania to quiet coves in the south, this island attracts everyone—from families to nomads. It boasts peak occupancy near 85%. → Why it matters: Reliable, spacious, and full of hosting niches—from wellness escapes to digital detox cottages.
Rhodes & Kos ~ The Quiet Evolvers: Once known for resorts, these Dodecanese islands are changing pace. Younger travellers, independent families, and culture seekers are choosing boutique rentals over hotels. Occupancy hovers between 76% and 80%. → Why it matters: There's room to stand out with soulful styling and personalised stays. Particularly appealing to UK and northern European guests.
Paros, Naxos, Milos, Tinos ~ The New Soulful Set: Cycladic charm with a little more breathing room. These islands are less commercial, more grounded—and their popularity is quietly growing. Perfect for slow travellers, design lovers, and guests who want authenticity without the crowds. → Why it matters: These are some of the best-performing islands for shoulder season stays and repeat bookings. They reward storytelling, sustainability, and simplicity.
Zakynthos ~ Beachside Favourite, Evolving Style: Famous for its turquoise bays, limestone cliffs, and the Instagram-famous Shipwreck Beach, Zakynthos remains a strong performer—especially among European families and sun-seekers. While some areas still cater to mass tourism, a quieter side is emerging. Inland villages and coastal villas with character are attracting guests who want space, simplicity, and a bit more soul. → Why it matters: Zakynthos offers strong returns and a steady flow of guests. For hosts who lean into design, privacy, and storytelling, it’s a chance to rise above the package-holiday crowd.
Kefalonia & Skiathos ~ The Green Beauties: Known for lush landscapes and turquoise beaches, these Ionian and Sporades islands are gaining popularity among families, nature lovers, and film-inspired travellers (hello, Mamma Mia!). With their blend of ease and elegance, they attract guests seeking a quieter kind of charm without compromising on comfort. → Why it matters: These islands hit the sweet spot between accessibility and authenticity. Perfect for mid-range stays with thoughtful touches.
And Emerging On the Horizon…
Islands like Syros, Ikaria, Amorgos, and Kythira are slowly carving their space. They’re attracting wellness seekers, creative nomads, and off-grid adventurers. Bookings are smaller but steadier—and property prices are still accessible. → Why it matters: For hosts looking to pioneer something personal and low-key, these emerging islands offer fresh ground—and loyal guest potential.
→ What this means: The islands still have pull—but guests want more than just a view. They want softness. Style. Space to exhale. If your rental offers warmth, thoughtful design, and a sense of calm—it’ll stand out for all the right reasons.
Rental Yields and Returns ~ Do the Numbers Still Work?
Short answer? Yes. Longer answer? Yes—but with soul, style, and strategy.
Holiday rentals in Greece still stack up as one of the most rewarding investments in southern Europe. But this isn’t the 2010s—simply having a roof and a view isn’t enough. Today’s guests are looking for something more layered: charm, calm, and character. That said, when done with care, the returns are worth the effort.
In 2025, rental yields across short-term rentals sit between 4% and 8% of the property value annually (Spitogatos, 2025). That’s before you factor in cleaning costs, maintenance, or the occasional olive tree emergency—but it’s still a healthy figure for owners who are in it for the long game.
Occupancy tells an even more promising story:
Crete tops the charts with around 85% peak season occupancy
The Ionian Islands follow at 80%, bolstered by year-round appeal
The Cyclades, including Paros and Naxos, hold strong at 75–78%
Even the mainland is holding its own, with 65% to 75% depending on region and season (AirDNA, 2025)
Let’s say you’ve got a beautiful, sea-view villa in Naxos worth around €450,000. If it’s styled thoughtfully—think earthy linens, arched doorways, a kitchen that makes you want to cook barefoot—it could bring in between €30,000 and €38,000 per year in gross rental income. Especially during those golden July–September months when guests will happily pay more for simplicity that feels like luxury.
→ What this means: There’s real money to be made. But emotional value leads to financial value. Guests pay more for places that make them feel something—and that’s where you win.
Property Prices ~ Still Accessible, But Rising Fast
Let’s talk numbers—with a pinch of optimism.
Compared to Spain, Italy, and France, Greece is still one of the most accessible Mediterranean markets for lifestyle investors and soulful hosts. But prices are creeping up—and fast. The combination of global demand, remote work lifestyles, and Greece’s rising reputation as a slow-travel haven means buyers are acting sooner rather than later.
Here’s what you can expect to pay per square metre in 2025 (Spitogatos, 2025):
Paros: €3,900–€5,200 ~ Stylish, high-demand, and still expanding
Naxos: €2,800–€3,700 ~ A sweet spot of beauty, authenticity, and value
Crete: €2,000–€3,300 ~ Large, diverse, and great for long-season rentals
Rhodes: €1,800–€2,500 ~ Evolving fast, especially in historic centres
Kos: €1,700–€2,300 ~ Underrated, with lots of space for growth
Santorini (pre-earthquake): €4,500–€7,000 ~ Premium pricing for those cliffside views
Mykonos: €6,000–€9,000 ~ For deep pockets and design-led investments
Mainland heritage towns: €1,200–€2,500 ~ Great for those looking to restore, relax, or reimagine
→ What this means: The window of affordability is still open—especially in lesser-known islands and heritage-rich mainland villages. But it’s narrowing. If you’re dreaming of a holiday rental that doubles as your future retreat, now’s the time to make your move.
Regulations ~ What Hosts Need to Know
Let’s talk about rules. Not the most glamorous part of owning a holiday rental—but absolutely essential if you want to stay visible, trusted, and profitable.
In 2025, Greece took a firm but fair step toward tightening the short-term rental (STR) landscape. These updates aren’t here to make your life difficult—they’re designed to bring clarity, consistency, and safety to a market that’s grown fast and, in some areas, a little chaotically.
Here’s what you need to do:
Register your property with the AADE (the Greek tax authority). This gives your listing a unique ID, making it official.
Display your Property Registry Number on all booking platforms (Airbnb, Booking.com, Vrbo, etc.). This helps guests and regulators know you’re legit.
Declare your rental income if you earn more than €12,000/year. You’ll be taxed accordingly—just like any other business.
In highly touristic spots like Athens, Santorini, and Mykonos, authorities are also discussing caps on the number of STR licences and introducing zoning regulations. These measures aim to balance tourism with housing availability for locals.
And if you don’t comply? The fines aren’t small—up to €20,000, plus the risk of having your listing removed from major platforms (Kathimerini, 2025).
→ What this means: Think of compliance as the foundation of your business—not a hurdle. It builds trust, protects your investment, and ensures your holiday rental is not just booked—but sustainable for years to come.
Looking Ahead ~ 2026 and Beyond
So, what’s next for hosting in Greece? If 2025 was about slowing down and deepening the guest experience, 2026 is where it all starts to mature. The quiet rentals, the thoughtful touches, the hosts who really ‘get it’—they’re the ones poised to thrive.
Here’s where we’re heading:
Tech that feels human: We’re not talking about turning your olive grove into a robot hotel—but small things like keyless entry, smart thermostats, and automated messages are becoming the norm. The trick? Keep it feeling personal, not programmed.
Green gets serious: Guests are choosing homes that care. Solar panels, filtered water, linen bags instead of plastic bins—it all counts. Eco isn’t a gimmick anymore; it’s how you show respect.
Longer stays, deeper roots: Digital nomads aren’t just drifting—they’re actually settling in. More guests want to stay for weeks, not just weekends. Islands like Syros and Naxos are becoming part-time homes for remote workers looking for strong Wi-Fi with a view.
Boutique is booming: From handcrafted welcome notes to curated interiors, small touches are getting big love. Even luxury travellers are trading hotel lobbies for well-designed private homes that feel one-of-a-kind.
Overtourism gets addressed: Cities like Athens and islands like Santorini are exploring licence caps, especially in crowded zones. This isn’t to scare you—it’s to protect you. Honest, soulful hosts will benefit most.
Easier access = new opportunity: With new airports, better ferry links, and upgraded roads in regions like Crete and Epirus, it’s getting easier to discover lesser-known gems. Translation? If your place was ‘too remote’ last year, it might just be ‘perfectly peaceful’ next.
Wellbeing goes mainstream: Wellness isn’t niche anymore. Guests are seeking homes that help them switch off, eat well, stretch, journal, breathe. Whether it’s a yoga deck or just a really great outdoor shower—it counts.
In short, the future’s bright—but it’s also calm. If you keep leading with care, character, and a pinch of creativity, you’re not just ready for 2026. You’re ahead of it.
This next chapter is less about expansion, more about elevation. The trend is shifting from having 'the most' to doing it best—from filling calendars to filling guestbooks with heartfelt notes. And that doesn’t mean over-engineering every corner. It means choosing comfort over clutter, experience over excess.
The future host isn’t just a landlord. They’re part stylist, part storyteller, part strategist. They know that a smooth check-in is just as important as a soft mattress. That a great shower matters just as much as a great view. And that guests remember feelings far longer than they remember floorplans. Build what you’d want to stay in. Style it like someone’s already made memories there. That’s where hosting is headed—and you’re already walking that path.
This next chapter in Greek hosting isn’t about being everywhere—it’s about being exactly where you are, with intention. It’s about building something you’d want to stay in yourself, something your guests will talk about long after the holiday’s over. The hosts who lean into emotion, storytelling, and everyday magic will be the ones shaping the new standard—not just reacting to it.
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Final Thought
In 2025, Greece isn’t shouting for attention—it’s settling into something quieter, wiser, and more emotionally aware. The real magic isn’t in scale—it’s in soul.
Yes, the numbers add up. Demand is steady, occupancy strong, and guests are staying longer. But what truly drives rebookings? It’s that feeling. The light through linen curtains. The sea breeze through open shutters. The welcome that feels like a warm exhale.
The homes that thrive now aren’t always the most expensive or most central. They’re the ones with heart. A touch of personality. A sense of peace.
So whether you’re restoring a quiet farmhouse or styling a modern retreat, remember—it’s not about being everywhere. It’s about being present, intentional, and just a little bit poetic. That’s where azulomo comes in. We’re here to help you host with more meaning, design with more soul, and build a business that feels as good as it performs. Not just booked—but beloved.
“Greece’s rental scene in 2025 is shifting—from flash to feeling. Guests want homes with soul, not just style. High occupancy and rising expectations mean success favours hosts who lead with care. Whether you’re starting fresh or refining what you have, this is your chance to stand out—and azulomo is here to help you do just that.”
