After a record 38 million visitors in 2025, tourism to Greece continues to surge and, amid the searing temperatures of summer 2026, sun hats have become a must-have purchase for tourists in the capital.
The Greek visitor economy is booming. According to figures from the first third of 2026, Greek travel receipts rose by €752.9 million, or 36.9%, to hit €2.79 billion, and travel payments increased by 14% to €1.13 billion. Overall, Greek revenue from inbound international tourists (travel exports) exceeded its own residents’ travel spend abroad (travel imports) by €1.66 billion, an increase of 58% from €1.05 billion during the same period of 2025.
Among all that visitor spending, sales of sun hats are up, according to local sellers around the Acropolis, which last year attracted 4.6 million visitors. Demand for protective headwear is being driven by mercury in the high 30°Cs and the lack of shade at some of Athens’ ancient sites, as well as by Red Cross volunteers positioned in key locations, warning people about the risk of heatstroke and skin damage, and offering water, sunscreen, and caps.
In shops and kiosks, the range of hats is endless, from bucket hats to baseball caps adorned with animal patches and novelty slogans, to the classic Panama and straw boater. Hat retailers in the Greek capital have told the press that visitors are taking sun protection more seriously when selecting their hat, buying items for their anti-UV rating and shade-giving qualities, rather than their fashion credentials or look. Sun hats for sale on the central Syntagma Square are reportedly priced up to €20, though disposable pulped paper headgear can be had more cheaply, and for the more discerning customer, more artisanal options exist for up to €100.
Despite the heatwaves and national discourse about wildfire danger and power supply concerns, Greece’s popularity does not appear to be letting up. Recent results from a rolling survey by the Greek National Tourism Organization (GNTO) position Greece as the third most popular Mediterranean destination for European travellers, with 29% of respondents saying they intend to visit the Hellenic Republic by May 2027.
The survey results also reveal another way prospective visitors to Greece are avoiding the heat – by opting to travel during the cooler “shoulder seasons.” A trend towards non-peak travel can be seen in the GNTO data, with approximately 35% of people polled saying they were planning to travel to Greece between September and November 2026, and as many as 23% preferring September.
