The average spending of tourists in Western Crete in the main expense categories remained at the same levels as in 2024 during this summer (up until the end of July), according to the annual survey on the profile of tourists in the region, which is still ongoing.
This finding, combined with the increased costs across the entire tourism service sector, explains the frustration of many local entrepreneurs who complain that they “cannot cope.” It is logical, as highlighted in the survey: businesses are forced to share the same amount of visitor spending as last year, while at the same time facing significantly higher energy and raw material costs. This makes the product expensive, with low profit margins and reduced competitiveness.
- The annual research and analysis is conducted by the Western Crete Tourism Observatory and coordinated by the Department of Economics & Management of the Mediterranean Agronomic Institute of Chania (MAICh), in collaboration with the Laboratory of Financial Management Systems of the Technical University of Crete, the Department of Administrative Science & Technology of the Hellenic Mediterranean University (ELMEPA), and members of the Department of Economics of the University of Crete.
The rising cost of services in dining, accommodation, and transport is clearly not welcomed by tourists in Chania, nor is the overcrowding in areas of exceptional natural beauty in Western Crete.
Visitors also continue to express dissatisfaction with the poor condition of the road network and signage, the lack of parking spaces, and traffic congestion—mainly in the city of Chania.
Nevertheless, the general opinion of visitors is that Western Crete is a destination where the services offered in relation to cost are at an excellent level (satisfaction rate ~90%). Moreover, the region continues to captivate tourists, as nine out of ten foreign visitors not only wish to return to Western Crete but would also recommend it without hesitation to relatives and friends.
In detail, the conclusions of the research:
ARRIVALS OF FOREIGN TOURISTS AT CHANIA AIRPORT
Regarding foreign tourist arrivals at Chania airport and based on recent Fraport-Greece data for the period January–July 2025, a record 875,000 arrivals were recorded, an increase of 3% compared to the corresponding period of 2024, when 850,000 arrivals were registered (which had been the highest number of arrivals until then).
This year’s increase, compared to 2024, is due exclusively to non-Scandinavian tourists, who show a 5% rise. By contrast, Scandinavian arrivals show a marginal decrease, with Finns and Swedes recording drops of 5% and 2%, respectively.
As for the main nationalities of non-Scandinavians, Germans and Britons show notable increases of 8% and 6% respectively. The British remain in first place in total arrivals with 18%, followed by Germans, Danes, and Norwegians at 11%.
Poles rank fifth in total arrivals with 10%, also showing a 3% increase in arrivals. They are followed by Finns at 7%, while the French show a remarkable increase of 26%, moving up to seventh place among total arrivals.
Other nationalities also show encouraging increases, such as Austrians and Dutch (double-digit growth), while Cypriots record a concerning drop of 20%.
Additionally, new markets are being attracted, with foreign visitors from Portugal visiting Western Crete for the first time via direct flights.
Overall, Scandinavians now stabilize at around 35% of total arrivals after the pandemic era, whereas before, their share had been around 50%. In contrast, arrivals of non-Scandinavians are rising rapidly.
ARRIVALS OF FOREIGN TOURISTS AT HERAKLION AIRPORT
Regarding foreign tourist arrivals at Heraklion airport, based on recent data from the Civil Aviation Authority of Heraklion for January–July 2025, another record was set with about 2.1 million arrivals, marking an increase of 6% compared to the 2 million arrivals of the same period in 2024, which had also been the highest recorded until then.
Germans, Britons, and French make up the top three nationalities, accounting for 57% of total arrivals. Germans remain at the top of the list with 29%, showing a significant 8% increase compared to last year. Britons remain second with 17%, recording a 12% rise, followed by the French at 11%, up 6% compared to last season.
Among other nationalities, Poles move up to fourth place with 5.8% of total arrivals but show a slight decrease compared to last year. Dutch arrivals dropped by 4%, falling to fifth place, while Italians and Israelis show encouraging growth of 21% and 13%, respectively, compared to last year.
VISITOR PROFILE SURVEY 2025
This year’s tourism survey at Chania Airport is conducted not only through personal interviews and questionnaires where necessary, but also fully via an automated voluntary participation system for foreign tourists using their own devices (PC, smartphone, or tablet). This option is communicated to visitors by the survey representative and/or via roll-ups and is activated in the visitor’s chosen language through a visual scan of the relevant URL or QR code.
According to the results so far (up to the end of July 2025), tourists who choose Chania Airport as their final holiday destination show a stabilizing trend in their profile compared to last year. We can now say that the shifts that occurred during 2020–2022 have solidified, and we are at a new point of balance.
An increasing share of foreign tourists are visiting Western Crete for the first time: six out of ten are first-time visitors, compared to lower percentages in previous years. This is mainly due to rising arrivals from the UK, Germany, and Poland.
ECONOMIC SITUATION – EXPENSE ANALYSIS
The average income level of visitors ranges between €70,000–€80,000, showing an increase compared to last year. This rise is largely due to tourists from the UK and Germany, as well as high-income visitors from the USA, Canada, and Australia. Remarkably, one-third of visitors declare incomes above €100,000.
Regarding average spending per visitor in main categories, amounts do not differ significantly from last year. Average dining expenses (€545) account for over 50% of total spending, followed by car rental (€276) and shopping (~€206).
Thus, the overall spending footprint has not changed. Visitors still rate Western Crete as excellent value for money (satisfaction rate ~90%). However, despite stable spending, the sharp rise in operating costs for businesses (energy, raw materials) reduces profitability and competitiveness, which explains the frustration of many local entrepreneurs.
VISITOR CHARACTERISTICS / PREFERENCES / COMMENTS
Nine out of ten foreign tourists would not only like to return to Western Crete but would also recommend it without hesitation to relatives and friends. Additionally, one in three foreign visitors stated they would visit the region during the winter season if there were direct flights from their city — highlighting the potential to extend the tourist season.
The quality of services at tourist accommodations, the quality of local agricultural products, the hospitality of local people, the landscape of Chania, as well as the peace and safety of the region, are all rated very highly (~90%+).
Preferences regarding accommodation type and holiday packages are stabilizing. About 15% of foreign tourists choose “all-inclusive” packages, while nearly half prefer no package at all. A decisive factor for choosing all-inclusive remains traveling with children under 15 or being part of organized tour groups.
Slightly more tourists (around 16%) are opting for short-term rentals such as Airbnb. However, hotels remain the most popular choice, with six out of ten visitors selecting them, and nearly two out of three preferring luxury 4- and 5-star hotels. Villas, which doubled in supply during 2019–2021, have now stabilized at about 6% of total preferences.
In terms of company, 44% of tourists travel with their spouse/partner, while 31% travel with family and children — a decrease compared to last year.
Almost half of visitors choose Elafonissi beach, followed by Falassarna and Balos. A significant number also visit monasteries, churches, museums, and archaeological sites. The iconic beaches of Chania are among the top choices of foreign visitors, making sustainable management of these destinations crucial, given the very high volume of arrivals.
This year, Elafonissi has seen a particularly large increase in visitor numbers, but also intense negative comments regarding overcrowding, noise, cleanliness, and ecosystem protection.
LOCAL FOOD PRODUCTS
Foreign tourists are highly satisfied with the quality of local food products, and this year they seem to be purchasing larger quantities and a greater variety than in previous years. For the first time, local cheeses together with olive oil rank at the top of foreign tourists’ preferences, with two out of three purchasing them.
Cretan honey and tsikoudia (local spirit), along with wine, are chosen by nearly half of the visitors. There has also been a significant rise in purchases of herbs, spices, local natural juices, and traditional rusks.
WESTERN CRETE TOURISM RESEARCH (2025 SEASON)
The research and analysis were carried out by the Western Crete Tourism Observatory and coordinated by the Department of Economics & Management of the Mediterranean Agronomic Institute of Chania (MAICh), in collaboration with the Laboratory of Financial Management Systems of the Technical University of Crete, the Department of Administrative Science & Technology of the Hellenic Mediterranean University (ELMEPA), and members of the Department of Economics of the University of Crete.
The Observatory has been operating for over a decade, an initiative of the Region of Crete and the Chania Hoteliers’ Association, with participation also from the Economic Chamber of Western Crete and the Chania Chamber of Commerce.
For this survey, conducted at Chania Airport “Daskalogiannis,” 1,200 valid questionnaires had been collected by the end of July 2025, translated into various languages by MAICh researchers. Therefore, percentages may shift by the end of the tourist season. The survey is co-funded by the Region of Crete and the Municipality of Chania. Continuous support is provided by Fraport Greece and Chania Airport staff.
The analysis also incorporates the latest arrival data from Fraport Greece (Chania Airport) and the Civil Aviation Authority (Heraklion Airport), in order to evaluate this year’s tourism performance in Crete and compare it with 2024.
AUTHORING AND ANALYSIS TEAM
Dr. Georgios Baourakis, Director, MAICh
Georgios Aggelakis, Researcher, Dept. of Economics & Management, MAICh; PhD candidate, Dept. of Administrative Science & Technology, ELMEPA
Periklis Drakos, Lecturer, Dept. of Economics, University of Crete
Prof. Konstantinos Zopounidis, Academic, Director of the Laboratory of Financial Management Systems & Data Analysis and Forecasting, Technical University of Crete; Audencia Business School, France
SCIENTIFIC SUPPORT TEAM
Dr. Kyriakos Kotsoglou, Deputy Regional Governor of Tourism, Region of Crete
Assoc. Prof. Christos Lemonakis, Director, Laboratory of Management Economics and Decision Systems, Dept. of Administrative Science & Technology, ELMEPA
Assoc. Prof. Georgios Atsalakis, School of Production Engineering & Management, Technical University of Crete
Prof. Chrysovalantis Gaganis, Dept. of Economics, University of Crete
Assoc. Prof. Andreas Panagopoulos, Dept. of Economics, University of Crete
Assist. Prof. Athanasios Spyriadis, Dept. of Economics, University of Crete
Dr. Vanessa Simantiraki, Executive Director, ELMEPA
