This paper attempts to explore how architecture, through the “utilization” of traditional and non-traditional materials, has contributed as a tool for the promotion and enhancement of tourism in Greece, with whatever consequences (whether negative or positive) this phenomenon has on the social dynamics, as well as the (mis)use of the environment and the area in general. The starting point of our study was our interest in the strategies and materials used in the architecture of tourism in the islands of the Aegean Sea, which have experienced increased visitation during the period from 2018 to the present.

During this timeframe, tourism and vacationing have evolved into two sectors that have significantly impacted Greek society, not so much economically but primarily environmentally, through the design and construction of architectural works and infrastructure on Greek islands. Special emphasis is placed on the materials used and the strategies adopted to attract tourists. The result of the design process and architectural practice aims at creating aesthetic value, promoting the tourist experience, and ultimately highlighting tourist resorts and destinations.

The study material was gathered after research conducted on websites primarily of architectural firms with architectural projects carried out in the islands of the Aegean, tourist enterprises, and various advertisements emerging on social media. Studying and collecting each piece of information resulted in a list of accommodations, dining, and recreational spaces that employ new strategies and data for the seduction and subsequent attraction of tourists.

Finally, considering the manifold benefits that the tourism sector has provided to local economies, we try to approach the issue from the perspective of the negative impacts arising from overbuilding associated with the rapid development of the tourism industry.