Crete, one of the five basic pillars of Greek tourism, continues to attract millions of foreign visitors, maintaining a strong position in the Greek tourist industry. However, the picture which emerges from the annual research carried out by the Institute of the Greek Tourism Confederation (INSETE) for the year 2024 is a complex one: in many of the basic markets arrivals are on the increase, but total incomes are reducing, a function of changes in the length of stay, in customer profiles and pricing policies.
According to INSETE’s research Crete, along with Attica, South Aegean, Central Macedonia and the Ionian Islands, is in the group of five Regions which account for 89 per cent of the country’s tourist income. However, there are important differences in the trends from one market to the other.
Germans remain stable
Germany is by far the most important market for Crete. In 2024 1,592,000 visitors from Germany arrived on the island, an increase of 32% over 2023. They stayed a total of 12,990,000 nights (+19%) and spent €1.286 billion, a slight decrease (-2%) by comparison with last year.
The average German visitor spent €808 on their journey to Crete, around €99 per night, and stayed for an average 8.2 nights. It is a market which continues to prefer longer stays and higher cost per night, which gives steady support to the local economy.
Tighter wallets for the British
A total of 871,000 visitors arrived in Crete from the UK in 2024 (+5%), staying for 7,025,000 nights (+2%). However their expenditure was appreciably reduced at €741 million, 24% less than in 2023. The British nevertheless remained the champions as regards their average expenditure per journey – €851 or €105 per night – which was also the highest figure for the British market in all the Regions.
Their average stay was 8.1 nights. The drop in total income shows that although those who come spend quite a lot, they are coming less often than previously or are booking shorter holidays.
What the French are spending
Crete is the most popular region of the country for the French. In 2024 630,000 visitors arrived from France, staying for a total of 4,898,000 nights (-6%). At €492 million their expenditure was reduced by 21% compared with 2023. Despite the reduction, Crete retains a strong advantage: their average expenditure per visit was €781, the biggest in the country for French visitors.
Also, at 7.8 nights their average length of stay was among the highest. This means that if the number of arrivals improves, the income could increase quickly.
Italians go for quality
The Italians do not come to Crete in as large numbers as the Germans and the British, but they nevertheless make a significant contribution. A total of 276,000 Italians visited Crete in 2024, a minimal increase on 2023, staying for a total of 2,071,000 nights. They spent a total of €190,000,000, more or less the same as the previous year.
Their average expenditure per journey was €689 – the highest in Greece for Italians – and their average stay was 7.5 nights. This shows that the Italian visitors tend to choose more “packed” holidays, with longer stays and significant consumption.
Fewer Dutch visitors
The most concerning trend relates to the Netherlands. In 2024 Dutch visitors to Crete fell by 28% (to 229,000), overnight stays were reduced by 27% (to 1,959,000) and incomes by 35% to €162 million. This trend is the most pronounced among the island’s basic markets and indicates that immediate measures are needed to stem the decline.
What the numbers mean
The data show a Crete which, despite the intense competition, remains an attractive destination for major markets in Europe. The Germans and the British continue to bring substantial income while the French and the Italians contribute “quality” holidays with high expenditure and long stays. Conversely the sudden decline in visitors from Holland is a clear warning bell.
Crete in the Big Five
In the general scheme of things, Crete stands beside Attica, the South Aegean, Central Macedonia and the Ionian Islands which together share 89% of the country’s tourist income. The average expenditure per visitor in all the country’s Regions in 2024 was €523, reduced by comparison with 2023 (€546), while the average length of stay was reduced from 6.3 to 5.9 nights. In Crete, however, the basic markets continue to record longer stays than the national average – a fact which attests to the resilience of the island’s tourist season.
(Haniotika Nea, 09/08/25)
The original report and analysis of these figures (in Greek), dated July 2025, can be found on the INSETE website here.