Nicole Kidman – Roger Federer and Elon Musk have all rediscovered the Mediterranean’s best holiday destination

Three weeks ago, Oscar-winning actress Nicole Kidman took to social media to let the world know how much she was enjoying her summer vacation. Not the French Riviera for this Hollywood superstar, not some far-flung island in the Caribbean. Instead, the idyllic turquoise waters she posted on Instagram felt far closer to home. “Thank you, beautiful Greece,” she wrote alongside her picture, notching up 70,000 likes. Kidman has been keeping high company this year with a slew of celebrities rediscovering the wonders of the Aegean. Tesla supremo Elon Musk was seen soaking up the sun aboard a luxury yacht near Mykonos, Tennis champion Roger Federer was pictured enjoying a meal with his family at Paros, and basketball legend Magic Johnson went even further telling the world he had a “life changing experience” at the Acropolis. We understand how he felt.

But all of these high-profile visitors reflect a broader trend which is becoming clear this summer; that as Greece continues on its story of transformation, the world too is rediscovering some of what makes the country so unique.

A Government statement issued recently showed Greece registered almost 3.5 million tourists arriving in June at its main international and regional airports, marking a 3x times  increase on the same period last year when about 1.2 million came in. Despite the challenges faced by the tourism industry from Covid-19, the war in Ukraine, and rising inflation, Culture Minister Lina Mendoni has reported that the Acropolis alone is currently being visited by 16,000 visitors every single day.

One island, Naxos, reported arrivals by ship up by 200% in May compared to 2019 and over 94% in June compared to 2021, attracting tourists mostly from France, Italy, Britain, Germany, and the United States. Overall the data is beginning to paint the picture of a season that will break the country’s 2019 record of attracting 33.1 million visitors,  a number three times higher than Greece’s total population.

Greece’s geographic location makes it very easily accessible for travellers from across the world, and along with its current and ongoing investment in digital and tourism infrastructure means that while visitors can marvel at ancient wonders, they don’t have to endure outdated facilities.

For us, this stunning result speaks to Greece’s historic ability to re-imagine a new future; proving it’s a country with the energy and momentum for those looking to invest big, or to relax on the beach, or both.