- Tourist arrivals fall in Santorini (-19% in air arrivals, -7% in ferry bookings), while
Mykonos shows signs of recovery. - Ferryhopper data reveals drop in international arrivals (notably from the US, Australia,
Canada, and France) is partly offset by rising domestic demand. - Google search analysis shows declining interest in Santorini routes, while Hydra and
Naxos gain ground. - Shifting traveler behavior, economic uncertainty, overtourism, and stronger competition
from other islands are reshaping Greek tourism.
Athens, September 4th, 2025 – Mykonos and Santorini are undoubtedly key pillars of Greek
tourism and dream destinations for travelers across the world. However, this summer has seen
a noticeable decline in tourist arrivals at the two Cycladic islands. In Santorini’s case, the
downward trend appears to have begun earlier in the year, following a series of earthquakes
that sparked uncertainty.
The decline or stability in tourist traffic to the two islands is not just anecdotal, but supported by
data:
The Institute of the Greek Tourism Confederation (INSETE) reported a significant decline in the
Cyclades, particularly in international air arrivals in Santorini, with rates falling by 19%. In June,
the Greek Tourism Confederation (SETE) estimated that arrivals in Santorini would be around
10%-15% lower than last year.
Mykonos, which experienced an 8% drop in air arrivals through April compared to 2024, seems
to be gradually bouncing back. SETE’s figures show a 2% increase in June compared to the
previous year.
According to Ferryhopper, these downward trends are mainly due to fewer arrivals from
international travelers. More specifically, Santorini shows a 7% drop in ferry bookings,
Mykonos appears relatively stable compared to 2024.
These findings are corroborated by Ferryhopper’s recent analysis based on Google searches.
Searches for the popular Piraeus – Santorini and Mykonos-Santorini ferry connections
decreased by 16% and 25% respectively, compared to the same period last year, while
searches for the “Piraeus – Mykonos” ferry route edged up by 2%.
Travelers and potential saturation
International bookings to Santorini show a clear downward trend. Markets that traditionally
provided significant support to the island, such as the US, Canada, and Australia, appear to
have been affected by the aftermath of the earthquakes. As a result, overall international
demand has fallen significantly compared to last year.
According to Ferryhopper data, ferry bookings by travelers from the US fell by about 5%, from
Australia by 6%, and from Canada by 2%, while even sharper declines were seen among other
nationalities, such as the French, who recorded a drop of around 20%.
In the case of Mykonos, ferry bookings from the US remained at the same levels as last year,
while those from Australia decreased by approximately 10% and those from Canada by around
22%. Despite the decline in arrivals from several foreign markets, total bookings are holding
steady, largely thanks to strong domestic demand.
The latest ferry booking data from Ferryhopper for July indicates that this trend is continuing.
Based on data from previous days, ferry bookings for Santorini from the US, Australia, and
Canada show a 4% drop compared to last year. Mykonos shows an almost stable, though
gradually improving, trend for July.
This year’s situation, particularly in the case of Santorini, is also reflected in data from the
Hellenic Hoteliers Federation (POX) and short-term rental platforms such as Airbnb. According
to POX, there has been a gradual slowdown in demand since the beginning of the year, with the
decline this year estimated at up to 20% compared to 2024.
While international demand appears to be declining, the Greek public seems to be giving the
two Cycladic islands another vote of confidence. Ferryhopper data shows an increase in
bookings by Greek travelers to Santorini compared to last year, while Mykonos shows an even
greater upward trend in the domestic market. This increase is not enough to offset the overall
decline from abroad, but it is a positive development that is shaping a new identity for the two
islands. Based on this year’s data so far, Mykonos and Santorini are no longer destinations
with exclusively international appeal, as they are also gaining domestic momentum.
Within this context, it is interesting to see whether people who have not traveled to these islands
this year are choosing other destinations. Ferryhopper’s analysis on Google searches
(April-June 2025) shows rising interest in alternative routes: searches for “Piraeus to Hydra”
and “Piraeus – Naxos” grew by 11% and 10% respectively year-on-year, surpassing traditionally
popular ferry routes, such as “Piraeus – Santorini” and “Piraeus – Paros”
Why are we seeing reduced interest compared to 2024?
There are several factors behind the reduced interest compared to 2024, and they do not boil
down to a single cause.
On the one hand, the sense of saturation is becoming increasingly visible. Both Mykonos and
Santorini have carried the reputation of “must-see” destinations for years, which has inevitably
led to overcrowding, long queues, packed beaches, and a sense that the charm of the
experience is being diluted. On the other hand, rising prices of accommodation, dining, and
everyday services are a recurring concern.
In Santorini’s case, the earthquake concerns from earlier this year added another layer of
uncertainty, discouraging long-haul travelers from committing early. Combined with years of
overtourism, this has created the perception that the island may no longer live up to its iconic
status.
At the same time, the broader economic uncertainty cannot be ignored. Inflation and high
living costs are prompting many travelers to reconsider their holiday plans. Instead of booking
early in advance, many are now choosing to delay their decision and book their trips to Greece
closer to the departure date. This trend of last-minute bookings reflects both caution and
increased flexibility offered by online booking platforms.
Finally, there is the matter of competition. Greece has no shortage of destinations with
beautiful beaches, authentic culture and high-quality services. Several other Greek islands now
offer similar experiences and are drawing more and more travelers away from Mykonos and
Santorini. In this sense, travelers are not abandoning Greece, but rather they are seeking new
destinations, better value and authentic experiences, which are rebalancing Greek tourism.
The next day
The changes in traffic to Santorini and Mykonos may signal the emergence of a slightly different
tourist map for Greece. Despite the downward trends, we shouldn’t assume that these two
islands have lost their importance. They remain among the country’s top destinations and key
reference points for Greek tourism.
Travelers, however, seem to be changing the way they plan their vacations. A recent survey by
the European Travel Commission (ETC) reveals that European tourists are now more
demanding when it comes to their holidays: they want more affordable prices, a sense of
safety and reliable weather conditions.
Weather, in particular, plays a growing role in decision-making. As reported by the Guardian,
high summer temperatures have given new life to “shoulder season” travel, i.e., late spring and
early fall. These periods not only offer lower prices, but also milder weather, suggesting the two
Greek islands may see stronger demand in autumn.
Google research also highlights that value for money remains a top priority. Two-thirds of
travelers now scrutinize every detail when planning their vacations, while 61% say that the
process has become more complicated than in the past. At the same time, artificial
intelligence is shaping decisions, with more and more travelers trusting the “judgment” of
algorithms when choosing their vacations.
These are factors that everyone, from local authorities to tourism platforms, should take into
account as new trends reshape the future of Greek tourism
_______________________
Ferryhopper is the leading global ferry travel platform, enabling travelers to find, compare, and
book ferry tickets through a single app. Partnering with over 160 ferry operators, Ferryhopper
operates in more than 33 countries and offers routes in 15 languages.
Serving over 2 million passengers annually, the platform covers destinations from the
Mediterranean and Europe to emerging markets such as Mexico, Indonesia, and Thailand.
Popular routes include island-hopping in Greece, Italy, and Spain, as well as connections across
North Africa, the UK, and beyond. Headquartered in Athens, Greece, Ferryhopper employs
130+ professionals.
