Investors might get turned off by prospects of pouring money in to Greece, however the tourism industry in the country is quite an ideal destination for investment. Greece has seen double digit growth in inbound tourist numbers over the last few years and things can get better with investment. Taking cue from Spain, which is one of the world’s leading tourism destinations, three-fifths of hotel properties are consolidated under leading brands. The figure is only 5% for Greece. With consolidation, tourists would be ready to pay more due to brand value, while hoteliers can reduce operational costs due to combined synergies and economies of scale. Greece is generally a country with lower labour costs that has spawned en number of travel jobs of late, but in addition the government has become more cooperative now and recognizes the importance of tourism. With such structural changes, greater number of tourists from markets such as India, China and Russia may be experienced.

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