- Mountain lodgings see up to 100% occupancy during the Ash Wednesday holiday.
- The long weekend is among the few annual holidays fueling winter tourism.
- Hoteliers call for a shift from seasonal to year-round mountain tourism.
Mountain hotels and short-term rentals are buzzing with visitors during the Ash Wednesday holiday weekend. With occupancy levels ranging from 90% to 100%, this holiday becomes one of the brighter moments for winter tourism in Greece. For many, it’s a much-needed shot of energy during a season that heavily relies on a handful of holidays between Christmas and Easter.
This seasonal uptick keeps mountain areas alive—not just with laughter and ski boots but with economic vitality that ripples through hotels, local shops, and small businesses. For tourism operators in these regions, it’s a great reminder of the potential their natural surroundings hold.
Despite this success, hoteliers stress the need for a shift.
Time for a New Strategy: Life Beyond Snow-Driven Tourism
Tourism professionals are urging a fresh approach that expands the appeal of Greece’s mountain regions—instead of banking everything on colder months and snowfall, they propose a broader focus on year-round attractions.
According to Angelos Kallias, Secretary General of the Hellenic Hoteliers Federation and head of mountain and semi-mountain tourism initiatives, it’s time to move past the “wait-for-snow” trap. He points out that dependence on the domestic crowd and snowfall limits potential growth. Successful pilot programs show that mountain destinations can attract Greek and international audiences year-round.
A “mountain tourism” strategy anchored less in seasonal luck and more in diverse activities and experiences could turn these destinations into magnets for adventure seekers, nature lovers, and families alike—regardless of the snow forecast.
