Athens was packed over the weekend as thousands of fans travelled to the capital for Anna Vissi’s major concert at OAKA, bringing a significant boost to hotels, restaurants, taxis, shops and other businesses.
During the concert, Anna Vissi also paid tribute to the late Giorgos Mazonakis, creating an emotional moment for the thousands of fans gathered at OAKA.
The event attracted visitors not only from across Greece but also from Cyprus, with demand extending well beyond the stadium itself.
By Saturday afternoon, central Athens and the commercial areas around OAKA were crowded, while restaurants, cafés and tavernas faced strong demand for tables.
For many visitors, the concert became the centrepiece of a wider trip to Athens, turning a single evening of entertainment into a broader tourism and hospitality event.
Cypriot fans face soaring flight prices
The impact was particularly noticeable in Cyprus, where thousands of fans reportedly travelled to Athens specifically for the concert.
Strong demand for flights pushed airfares sharply higher, with some prospective concertgoers reportedly forced to cancel their plans after struggling to secure affordable flights.
The situation highlights the growing connection between major concerts and tourism, with visitors spending money not only on tickets but also on flights, accommodation, food, transport and other experiences.
Athens has seen the effect before
Athens experienced a similar surge during Coldplay’s two concerts at OAKA in June 2024.
The shows attracted 122,000 ticket holders, with at least 40,000 spectators reportedly travelling from abroad.
The influx drove demand for flights and accommodation, while Airbnb prices also rose significantly during the concert weekend.
The phenomenon has become known internationally as gig tourism, where travellers organise trips around major live music events.
Concerts becoming major tourism drivers
The global music tourism market was estimated at $103.7 billion in 2025 and is projected to reach $330 billion by 2033, according to figures cited by Newmoney.
Concertgoers typically spend far more than the price of their ticket, with transportation, accommodation, dining and other activities generating revenue across the local economy.
Data cited in the report also points to a broader shift in travel behaviour, with entertainment increasingly becoming a reason for people to choose a destination and plan their holidays around specific events.
The trend was particularly visible during Taylor Swift’s Eras Tour, where fans spent heavily on accommodation, transport, food and other activities while also exploring the cities hosting the concerts.
A major opportunity for Athens
For Athens, major concerts at OAKA and other large venues provide an opportunity to combine the city’s tourism infrastructure with the growing international market for music-related travel.
The benefits extend beyond the venue itself, with hotels, restaurants, taxis, airlines, retailers and other businesses potentially benefiting from the influx of visitors.
Greece’s tourism sector generated more than €23.6 billion in direct revenue in 2025, according to the figures cited in the report, highlighting the wider economic significance of visitor spending.
But large-scale events also place additional pressure on public transport, roads, security, cleanliness and other city services.
The Anna Vissi concert once again demonstrated how a major music event can transform activity across Athens for an entire weekend, while highlighting the opportunity for the capital to develop a more coordinated approach to music tourism.
