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.