Passenger traffic at Heraklion Airport increased in July 2025, according to official data, however, this momentum did not translate into correspondingly high occupancy rates at the peak of the tourist season. Despite the fact that August remains the month with the highest tourist traffic, occupancy rates in hotels in Crete are slightly above 90%, clearly lower than last year’s performance.
Passenger traffic in Heraklion in July
Specifically, Heraklion Airport recorded a total of 870,064 passenger arrivals in July 2025, of which 91,466 were domestic (+9.87% compared to July 2024) and 778,598 were international (+4.53% compared to last year). The majority of foreign arrivals came from scheduled flights (539,362 passengers), while a significant number were also recorded on non-scheduled flights (158,822 passengers).
Despite the upward trend in arrivals, the 100% occupancy rate achieved last August was not reached, which is attributed to the change in travelers’ purchasing behavior and the differentiation of demand depending on the pricing policy of accommodations.
Competitiveness is the “key”
Commenting on this year’s picture of tourism in Crete, Michalis Vamiedakis, president of Greece and CEO of allsun Hotels, as well as development consultant of Danaos Travel, describes a scenario that is clearly more complex than in previous years:
“We are observing a phenomenon that started last year and is more intense this year: the purchasing momentum that existed has now stopped. There is caution in Europe due to the economic situation and people are more focused on the quality-price ratio. Hotels that offer competitive prices and good quality sell very early, starting in winter. However, those that are overpriced or have low quality returns, stay last.”
He points out that now the phenomenon of last-minute booking has been significantly limited:
“There is no demand for last-minute. Foreigners do not find a reason to pay double and triple prices in August, and Greeks have limited means. August prices have increased disproportionately compared to other months, such as June or October.”
According to Mr. Vamiedakis, the rationalization of prices between the months of the season is necessary to maintain competitiveness, which he characterizes as a “keyword” for the sustainability of tourism businesses.
“It should concern us all and make everyone think about their pricing policy. The problem and the complaints are not generalised – they concern specific businesses that are doing something wrong”.
The upward trend in arrivals is not enough on its own to ensure last year’s performance of Crete in terms of occupancy and revenue. This summer highlights the need for a strategic redefinition of the pricing policy, guided by the quality-price ratio and the increasing sensitivity of consumers. Competitiveness, as experienced professionals in the sector emphasize, is now a decisive factor for the success or failure of a tourism business.
