● 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.
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 saturationInternational 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.
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
