ATHENS – Crowds of Greek and foreign travelers are once again flocking to the Greek islands this year to enjoy the sun, the sea, Greek cuisine, and the various local traditional events that accompany the island tourism product in the Aegean and Ionian Seas. Industry professionals spoke to The National Herald about the summer of 2025 and the tourism activity they have observed this year.
“The post-Covid period finds hotel bookings in Crete significantly strengthened. The forecast for a better year than 2024, at least in absolute overnight-stay numbers, seems to be confirmed, albeit with a small positive margin. With a marginal revenue increase of 3% to 5% but a disproportionately larger rise in expenses, 2025 appears likely to meet turnover targets but fall considerably short in profitability,” noted the vice president of the Rethymno Prefecture Hoteliers Association, Nikos Koumnas.
He clarified: “Of course, solid conclusions will be drawn at the end of October, at the close of the year, as the challenges hoteliers face this year are multi-faceted. The increase in overnight stays does not correspond to an increase in per capita spending, which is steadily shrinking and affecting hotel turnover.
At the same time, the difficulty of finding staff, the high wages needed to attract them, and the significant increases in raw material, energy, and digital connectivity costs directly impact profitability, competitiveness, and the secure viability of businesses.”
(Photo: Courtesy of Nikos Koumnas)
In response to a question about booking levels and last-minute vacation planning, Koumnas said that “while early bookings remain at about the same percentage, the phenomenon of last-minute bookings has been steadily increasing in recent years. This leads to a large availability of beds in all categories of accommodations throughout the tourist season, which is not seen as positive for final price formation. If in 2024 we were talking about last minute, in 2025 we are now talking about ultra last-minute bookings.”
“Thus, even at the last moment, with large fluctuations and uncertainty, July managed to close with a minimal increase of about 2.5%. We hope the same will happen in August. A minimal increase of up to 3% is possible but not noteworthy. Hoteliers are awaiting the August outcome with cautious optimism, hoping for a continuation that will balance the season’s challenges,” he added.
Visitors to Rethymno, Crete, mainly come from European countries, with Germans and Britons remaining in top positions. “Greek visitors, who appreciate the natural beauty and hospitality of the area and choose us for their summer holidays, seem to have turned more toward short-term rental solutions, abandoning the traditional holiday model. Overnight numbers in classic-style hotels are declining, with a particularly strong downward trend in the 25-50 age group,” explained Koumnas.
The vice president of the Rethymno Prefecture Hoteliers Association concluded: “Tourism entrepreneurs are called upon to re-examine our strategies in order to attract international and domestic visitors within a more competitive and engaging framework. Flexibility in offered services and adaptation to modern travelers’ needs are the key. The development of thematic and experiential offerings, based on Crete’s rich culture and traditions, strengthens the destination, while providing personalized services increases visitor satisfaction and the likelihood of repeat visits. A central concern is what stance and policies the central government will adopt and how the state will substantially support the ongoing efforts of private initiative.”
At the same time, Eirini Giannakopoulou, owner of the Aegialis Hotel & Spa on the island of Amorgos, told The National Herald that “at the moment, activity in Amorgos is as it was last year,” despite the minor concern caused by seismic tremors in the area.
Giannakopoulou referred to the island’s rich cultural program, as well as the weddings and festivals that have once again given life to the island’s summer season. “We had the festival of Agia Paraskevi on July 25-26, Agios Panteleimon on July 27, the festival of Christ in Chora on August 6, and in Aegiali on the 5th. There was lots of dancing and many people who attended and had fun,” she said, also noting the upcoming local celebrations, particularly the festival of Panagia Epanohoriani on August 15. “There are many events for visitors to enjoy and see the island’s traditions,” she stressed.
Giannakopoulou expressed her expectation for even more tourists this fall. The Anafotara custom in Tholaria, Amorgos – when locals bid farewell to summer – and the Xerotigano Festival in early September, among others, offer, as she mentioned, an interesting tourism experience outside the “high season.”
Asked further, she emphasized the large increase in tourists from the American market and added that, apart from Greek visitors, “we have many Americans and Australians. Then we have French, English, Germans, Austrians, Swiss, Italians – we have visitors from all nationalities.”
