“The start of the season was weak, the ending balanced things out.”
This year in Crete began “alarmingly” weak in May–June but recovered noticeably in September and October, offsetting part of the loss. The picture, however, was not uniform: Knossos faced intense pressure, while many regional museums and monuments received far fewer visitors than they deserved. “If there are no organized groups, visitor numbers do not rise—and this year they were limited to the classic routes,” notes Eleni Samaritaki, president of the Association of Professional Guides of Crete & Santorini.
Knossos, as the “flagship,” maintained its pace. It hosted most of the organized groups and the largest wave of cruise passengers. “We recently had a day with five cruise ships at once—about 5,000 visitors came to Knossos within a few hours,” says Ms. Samaritaki. “Neither the visitors enjoyed it, nor did the guided tours go well. The flow needs to be spread out—some should go to Phaistos or other sites so that one archaeological place does not suffocate.”
At the same time, Spinalonga (photo) recorded a decline, which many link to the sharp increase in the entrance fee from 8 to 20 euros. “Travel agencies, to avoid inflating the total cost, often limit the visit to a boat tour around the island. The revenue may be the same, but the change was abrupt and affected demand,” she explains. The bigger issue, however, is not isolated. “If there are no organized groups, visitor numbers do not rise—and this year, they dropped on the non-classic routes. Most excursions stuck to the standards: Knossos, Spinalonga, a stroll through Rethymno and Chania.”
Thus, some of the island’s most beautiful and well-maintained museums saw fewer visitors than they deserved. “Eleutherna (photo) is a gem, as are the Messara Museum and the new Museum of Agios Nikolaos. They meet all standards, both museological and organizational. And yet, they do not have the expected visitor flow,” she says. Older tours, like the classic Gortyna–Phaistos–Matala route, have in many cases been “trimmed” and now go only for swimming, with archaeological stops removed. “Ancient Lato sees minimal traffic. On the other hand, Spinalonga is preferred, with a stop at Agios Nikolaos—and often, no actual guided tour takes place on the island, as some remain outside the fortress to save money.”
Beyond excursion design, there is also a visible drop due to the economic crisis and visitors’ budgets. “Tourists are under financial pressure. They don’t have the same budget as previous years—shorter holidays, fewer excursions, more all-inclusive stays,” the president describes. “We see it in their choices, and of course, it affects our work as well.”
Independent travelers, though more eager to explore landscapes, villages, flavors, and to “feel” Crete, usually have 5–10 days available and take one or two organized excursions. “There’s also demand for private guided tours in small vans. Some are excellent, but others are done without the required qualifications. Allow me to doubt the service quality in some cases,” she notes candidly.
Among the negatives of this season were the long queues and overcrowding at the hot spots. “When all groups gather at Knossos at the same time, no one enjoys it. Better time coordination is needed, especially for cruise arrivals,” she says. On pricing, she calls for realism and communication: “When there are increases, the added value should be explained, and alternatives should be offered, so the visitor doesn’t feel there’s only one option.”
Especially now that there are meaningful alternatives. The Lassithi Plateau, Psiloritis, Anogeia, Zominthos—“a true gem of Minoan civilization, now open to visitors”—offer routes with character that can be combined with museums and local experiences. “Thematic packages that blend monuments, museums, landscapes, and gastronomy can spread out visitors and keep interest alive,” she suggests. Even in Heraklion, where most traffic is concentrated, opportunities are lost. “At the Heraklion Archaeological Museum, the exhibition ‘Hecatopolis’ highlights the fascinating founding and growth of cities during the Archaic period. How many people have actually seen it?” Ms. Samaritaki’s question is not rhetorical—it’s a key point for anyone shaping Crete’s tourism product.
She insists on a more flexible excursion philosophy. “Let’s not chase only the 50-seat bus. If visitors leave satisfied, tomorrow’s group of 20 becomes 50,” she says meaningfully. Distributing flows toward Phaistos, Gortyna, Lato, Eleutherna, Messara, and Agios Nikolaos, promoting special routes inland, and better organizing cruise arrivals could quickly and substantially improve the situation.
The conclusion is clear: “Crete is not just sun and sea. It needs planning, coordination, and a redefinition of its promotion to showcase its full cultural wealth.” In other words, this year—though it balanced out in the end—sent a message: more imagination and courage are needed in diversifying choices. Only then will visitors leave with a truly complete picture of Crete, and its museums and monuments will get the attention they deserve. “We made a major investment in museums and infrastructure,” concludes Ms. Samaritaki. “It’s a shame that so few visit them just because we remain stuck on the same two or three spots.”
