Greece’s traditional tourism hotspots, including Santorini, Mykonos and Paros, are facing a challenging start to the 2025 tourism season, even as other destinations report a surge in bookings and arrivals.
The first available data on international arrivals, covering only the January to March period, show an increase of 4.8% year-on-year, with 1.6 million international air arrivals, according to the Institute of the Association of Greek Tourism Enterprises, according to Greek Reporter. However, industry experts caution that the data may not reflect broader trends, as Greece’s tourism is still largely seasonal and centered on summer beach holidays.
Drop in bookings hits top-tier destinations
Despite the rise in early arrivals, some of the country’s most iconic destinations are reporting a decline in reservations.
Santorini has seen bookings fall nearly 30% in the first quarter, a drop attributed to recent seismic activity that unsettled potential visitors. Authorities have since declared the island safe, and the arrival of the first cruise ship of the season in March, carrying over 1,000 mostly American tourists, marked a symbolic reopening.
Mykonos, widely regarded as the flagship of Greek tourism, is facing its third consecutive season of declining reservations. The drop is especially sharp in the luxury segment, where demand has fallen by 40% compared to 2022, raising concerns among local tourism stakeholders.
Paros is also showing signs of weakening demand, though the decline is less pronounced than in neighboring islands.
Crete, Rhodes and Ionian Islands see rising demand
In contrast, Crete and Rhodes remain resilient, continuing to attract strong interest from both tour operators and independent travelers. A notable trend this year is the growth in direct bookings, bypassing traditional travel agencies.
The strongest momentum, however, appears to be in the Ionian Islands, particularly Zakynthos and Corfu. The region posted 3.8 million arrivals last year, up 5.5% from 2023. Early indicators for 2025 suggest this growth is continuing, with summer bookings up 7%, prompting optimism among local businesses and officials.
Greece is expected to remain a key Mediterranean destination this summer, but industry experts say its future growth may depend on expanding beyond its traditional “sun-and-sea” offering to include year-round, alternative forms of tourism.
