The Thailand of Europe: Greece’s summer dream, locals priced out
Greece’s summer of 2025 is unfolding as a paradox. Tourism booms to record levels, drawing millions of visitors to sun-kissed islands and historic towns. Yet for half of Greeks, the annual August holiday has become a distant dream. Wages have stayed flat for years, while the price of travel—from ferries to hotel rooms to meals—has surged beyond what many households can bear.
Across Athens and the Aegean, the story is visible in the queues at the port, the empty sunloungers on beaches that would normally be packed by now, and the dissonant chatter of families weighing the cost of an island escape against other essential expenses. One ferry clerk in a busy port booth captures the mood: ticket sales are down by about 50 percent from last year. The anecdote echoes through coastal towns where tourism should fuel livelihoods, but the daily math on a family budget often refuses to cooperate with the dream of a seaside break.