The Municipality of Chania has approved a Programmatic Agreement with the Mediterranean Agronomic Institute of Chania (MAICh), for the provision of services related to the study titled:
“Exploration of Prospects and Opportunities for the Municipality of Chania through Tourism Development.”
Purpose of the Study
The study aims to map the profile and consumer behavior of visitors during the 2025 tourist season, as well as assess their level of satisfaction. Primary data will be collected from a structured sample of 2,400 foreign visitors.
The research focuses on changes brought by the pandemic to the tourism product and examines, among other things:
reasons for choosing Chania as a destination
consumption habits
potential to extend the tourism season (especially during winter months)
use of social media
visitor opinions on infrastructure (bike lanes, parks, squares), cleanliness, availability of local products, and cultural events.
Innovative Data Collection Method
The survey will be conducted digitally, as part of the COVID-19 Safe Survey design, via an electronic questionnaire filled in contactlessly on visitors’ personal devices (PC, smartphone, tablet), without printed material or pens. Access to the questionnaire will be through a scanned URL or QR code, which activates in the participant’s language of choice.
Visitors will be informed at Chania International Airport “Ioannis Daskalogiannis” by research staff stationed daily at departure gates, using promotional materials (roll-up banners and posters). Participation will be encouraged with the offer of a souvenir gift.
At the same time, the study will include analysis of secondary data on foreign tourist arrivals, aiming to provide a broader picture of tourism trends in Chania and Crete.
Goals of the Analysis
The statistical processing of data will aim to:
outline the profile and preferences of tourists
highlight strengths and weaknesses of the tourism product
assess infrastructure, provided services, and cultural events
compare with previous studies conducted by MAICh
explore the possibility of extending the tourism season
The findings will serve as a scientifically substantiated basis for designing targeted actions by the Municipality of Chania, focusing on enhancing the competitiveness and sustainability of its tourism offerings.
Implementation Phases
The study will be carried out in three stages:
1. Planning
Scheduled for August, this phase includes designing and translating the questionnaire, producing communication materials, and creating the digital platform, in collaboration with local tourism stakeholders.
2. Survey Implementation
Questionnaires will be collected in September and October, at Chania International Airport, during the departure of foreign tourists.
3. Analysis and Report Writing
Once data collection is complete, the responses will be processed using specialized software, along with comparative analysis of the secondary data.
The final results are expected to be presented in late December, including concrete proposals for improving tourism services and potentially extending the season.
