Athens saw a record 38 million visitors in 2025, the most recent year for which data is available. This surge in tourism occurred despite scorching temperatures, with sightseers at the Acropolis often exposed to mid-30s Celsius heat.
The Acropolis, a major landmark, attracted approximately 4.6 million people last year. Visitors are increasingly purchasing hats, with local shops and kiosks displaying a wide variety of headwear to combat the intense sun.
Kiosk owner Konstantinos Mallios on Syntagma Square noted a rise in hat sales in recent years, with prices ranging from 6 euros for cheaper options to over 100 euros for elaborate designs by hatmakers like Lisa Sarigiannidou.
Red Cross volunteers at the Acropolis are distributing kits containing sunscreen, water, information leaflets, and red caps, as Greek health campaigners welcome a growing awareness of UV exposure dangers.