By Natalie King Travel Journalist
The city could start clamping down on new hotels(Image: Getty)
A European tourist hotspot that’s popular with Brits is eyeing plans to tackle overtourism, including potentially putting a freeze on the opening of new hotels.
The mayor of Athens, Haris Doukas, is desperate for his city not to become too overcrowded and overwhelmed by tourists. Haris previously oversaw a ban on new permits for short-term rentals such as Airbnbs in three neighbourhoods in central Athens.
Now, he has told Euronews that he wants to avoid the city becoming like other crowded spots. He said: “We really need to see if and how many more hotels we need and where. We need to see and think about how much extra tourist load we can lift and where.
“We must not become Barcelona. We have to understand that there are saturated areas that cannot afford new beds: whether short-term rentals or not. Talking at events around the globe, we see that capping is not only being put on short-term rentals but also on hotels; in specific, ‘saturated’ areas.”
Athens has become the most-visited area of Greece(Image: Angelos Tzortzinis / AFP via Getty Images)
Across the Attica region, where Athens is located, there are 68,934 rental apartments, nearly half of which are found in the city center. Across Greece, tourist demand has seen a huge increase in the amount of accommodation available, with 450 new four- and five-star hotels opening between 2019 and 2024.
hould Athens enact the ban, it would join cities including Barcelona and Amsterdam, which already have similar initiatives to tackle the issue of overtourism.
Evgenios Vassilikos, President of the Athens – Attica & Argosaronic Hotel Association – spoke at the same event. He argued that there needed to be a careful planning process when it comes to expanding the number of hotel beds and short-term rentals.
He said: “There are practices abroad which have been implemented. We don’t need to reinvent the wheel. The example I gave is that in Barcelona they have completely banned short-term rentals from 2028 and from 2017 onwards no new hotel licences are being issued. So there are, therefore, these restrictions abroad. We will possibly have to see in Athens what we want in terms of where we want to be in 10 to 15 years. “
He added: “We will definitely need hotel beds there. How many will these be? How many will be five-star, how many four-star, etc. There has to be a specific plan. And of course that drags in all kinds of beds, meaning non-primary tourist accommodation and short-term rentals.”
Athens has become the most popular tourist destination in Greece with about 12 million international arrivals in 2025. This included around 4.5 million British tourists, up from 3.5 million in 2019. The Acropolis alone receives millions of visitors a year, and at peak times can see over 17,000 visitors a day.