Crete records impressive satisfaction rates, which at this moment reach levels typically found only in mature international destinations. According to the survey by the epaithros+ Network, 91% of visitors stated that the destination met their expectations, while 97% rate Crete overall from positive to very positive, placing it among the most reliable holiday choices in Europe.
At this point it should be stressed that these percentages gain even greater significance when considering the high educational level of visitors (44% university graduates and 19% holders of postgraduate or doctoral degrees), as well as the strong repeat visitation trend: 62% have visited the island again in the past five years. This is a demanding audience, experienced in travel and with high critical awareness – and yet, Crete manages to maintain almost universal approval.
The visitor profile: young, international, medium to high budget
The survey records a traveler who comes 96% from abroad and 87% from European countries, led by the German market, which represents 38% of the sample. Following are the USA with 7%, Switzerland with 6%, and the United Kingdom, the Netherlands, and Belgium with 5% each.
The age distribution shows significant concentration in the 25–34 (25.2%) and 35–44 (18.4%) groups, while 18.9% belong to the 55–64 group. Women represent 54% and men 46%. A total of 74% state they are employed, 17% retired, and only 3% unemployed.
Daily spending per person is mainly between 51–100 euros (38.4%) and 101–150 euros (20.2%), while a noteworthy 20.1% spend under 50 euros and 11.4% exceed 200 euros per day. Length of stay is extended, with 53% staying more than one week and 39% exactly seven days.
Reasons for choosing Crete – the dominance of sun and sea at 80.5%
The survey confirms that the traditional sun–sea pillar remains the strongest motivation, with 89.1% citing it as the main reason for visiting and 80.5% referring to the coastline as their primary preference.
Supporting this, the three symbolic images of Crete in visitors’ minds before they even travel to the island are:
– summer holidays by the sea (65.3%),
– historical and cultural wealth (44.6%),
– nature and adventure (26.9%).
Additionally, almost half of travelers (47.7%) make their choice based on recommendations from friends and family, while 28.7% rely on previous experience. A total of 20.6% are influenced by the internet and social media.
Participation in outdoor activities – only 41% but with significant growth potential
Although 59% did not participate in organized special-interest tourism activities, the remaining 41% chose experiences mainly related to:
– cultural tourism (43.2%),
– gastronomy and wine tourism (34.7%),
– sports tourism (31.2%),
– marine and diving tourism (18.3%),
– ecotourism and agritourism (12.7%).
Conversely, among those who did not participate, 28% stated that they “did not enjoy such activities,” another 28% had no specific reason, and 16% lacked time. Nine percent did not even know Crete offered such possibilities.
What they pay for activities – 19.3% exceed 121 euros per person
Participation costs are distributed as follows:
– 27.4% spend 31–60 euros,
– 21% spend 61–90 euros,
– 18.3% under 30 euros,
– 14.1% up to 120 euros,
– 19.3% over 121 euros.
These figures show a dynamic travel audience willing to pay for authentic outdoor experiences, reaching premium spending levels.
What Crete lacks according to visitors – infrastructure tops the negative list
It is worth noting that the majority (over 60%) stated that “Crete does not lack anything significant.” However, those who did mention deficiencies clearly focused on:
– public transport,
– condition of the road network,
– absence of a railway,
– Heraklion airport infrastructure, described as “small and inadequate.”
These are areas that have long been central to public debate around tourism and reappear as structural obstacles to the qualitative transformation of the destination.
Agia Roumeli – Source: Samaria National Park
The Cretan countryside as an experience – calm (39%), joy (31%), natural scenery and authentic moments
The dominant images are deeply emotional and linked to the landscape:
– sea,
– mountains,
– olive groves,
– traditional villages,
– local tavernas and residents.
A total of 40.2% state they felt closer to the Cretan way of life through interaction with locals, while 36.7% would like to relive a moment in nature, on a route, or taking in a view. A total of 30.4% choose taste and local products as their top memory.
The uniqueness of Crete – sun, sea, hospitality, gastronomy
When asked what makes Crete unique, the highest mentions are:
– sun and sea (over 650 mentions),
– hospitality and people (about 500),
– gastronomy (450),
– history and culture (400),
– nature and adventure (300).
Special-interest tourism activities, infrastructure, and cost of living contribute less decisively to the island’s perceived uniqueness.
Conclusion: high satisfaction, strong image, but a need for promotion and infrastructure
The survey shows that Crete remains a destination with excellent satisfaction levels, high repeat visitation, and an audience that increasingly seeks thematic experiences.
That said, upgrading infrastructure and strengthening the promotion of outdoor activities are two critical strategic priorities. Crete has the product, has the demand, and has the brand. What it needs now is more targeted use of the data – and the epaithros+ survey offers exactly that: a clear mirror of the trends shaping tomorrow’s tourism on the island.
** As part of the survey, questionnaires were distributed at Heraklion International Airport “Nikos Kazantzakis” and through social media during September–October 2025. A total of 1,187 valid questionnaires were collected.
What is the epaithros Network
The epaithros Rural Tourism Network is an innovative collaborative formation that supports its members with modern tools and methods to improve their performance and results.
Epaithros is the first rural tourism networking umbrella in Greece that develops, enhances, and enriches the tourism product, improves the competitiveness and progress of its members, and anticipates and prepares for the future.
