Saturday, June 28, 2025

Santorini, one of Greece’s most iconic and beloved islands, is facing an alarming contradiction in its tourism season. Known for its white-washed houses, mesmerizing sunsets, and unparalleled hilltop views over the Aegean Sea, Santorini has been a dream destination for holidaymakers, especially those captivated by its photogenic charm. But despite the island’s global popularity, it is increasingly becoming a shadow of itself, with local businesses struggling due to a curious trend: overcrowded streets during the day and ghost town-like emptiness by night.

Gianluca Chimenti, a long-time local tour operator who has lived on the island for 18 years, highlighted the stark contrast that has gripped Santorini’s tourism industry. While the island is packed during the day, especially with the influx of up to 17,000 cruise passengers each day, the moment the sun sets, the island seems to disappear. The narrow streets of Fira and Oia, bustling with activity just hours earlier, fall silent. Tourists retreat back to their cruise ships, leaving local businesses deserted.

Chimenti’s observations have drawn attention to a growing concern: the myth of over-tourism, perpetuated by social media, is harming Santorini’s tourism industry. Though many images circulating on Instagram and other platforms show the island overflowing with crowds, Chimenti asserts that these portrayals are inaccurate. According to him, the island is empty after dark, with businesses struggling to maintain the same vibrancy they once enjoyed.

“The truth is that the island is empty. Right now is like never before, it’s the worst season ever,” said Chimenti in an interview with CNN. He explained that despite the impressive figures that suggest the island is thriving, the reality is far from it. Many businesses are operating with less than 30% of their usual capacity, leading to financial strain and a loss of income for local entrepreneurs.

Tourism is supposed to be the backbone of Santorini’s economy, yet businesses like hotels and restaurants are experiencing significant losses. With a tourist season that seems to lose its vitality after the sun sets, Santorini’s economy is being hit hard, despite its ongoing fame as one of the most photographed and sought-after destinations in Europe.

The ongoing issue points to deeper structural challenges in how Santorini manages its tourism. While many flock to the island to capture its beauty in daylight, there is little infrastructure to support a steady flow of tourists at different times of day. Chimenti believes that a significant part of the problem is the lack of adequate planning and infrastructure to distribute tourists across the island more evenly.

The island’s busy spots, like Fira and Oia, become overcrowded, especially as the cruise ship crowds descend, making it difficult for travelers who arrive later in the day to enjoy a peaceful experience. “What I see is a lack of structures,” Chimenti added. “If you split the people in three parts of the island, at different times, you would have time to enjoy each part without the crowds.” He suggests that more balanced planning is needed to ensure that different parts of the island are visited at different times, which would allow travelers to enjoy the island in a more relaxed and fulfilling way.

Santorini’s current struggles may present a shift in what travelers can expect from their visit to this iconic Greek island. While Santorini is globally renowned for its stunning beaches, charming white-washed houses, and breathtaking sunsets, the island’s overcrowding issues have led to a need for a more balanced and diverse approach to tourism.

The island’s beauty has made it a top destination, drawing millions of tourists annually, particularly during the summer months. However, with the current tourism model heavily dependent on cruise ship arrivals and day tours, many travelers find themselves navigating through the crowded streets of Fira and Oia during peak hours. This congestion can make it difficult for those seeking a peaceful, more intimate experience to truly appreciate the island’s serene beauty and historic landmarks.

For travelers seeking a more relaxed, off-peak getaway, the ongoing issues with overcrowding could be a turn-off. As the island continues to face challenges with balancing visitor numbers and maintaining quality experiences, tourists may need to adjust their expectations and plan for quieter times to truly enjoy all Santorini has to offer.

Despite these difficulties, Santorini still offers an incredible array of experiences. With better planning and strategic tourism management, travelers could enjoy a more rewarding visit, exploring the island’s stunning landscapes, rich history, and unique culture without the overwhelming crowds. As more attention is focused on sustainable tourism practices, there is hope that Santorini will regain its status as a beloved destination for all kinds of travelers.

Despite the current challenges, Santorini still holds vast potential for future tourism development, especially if the island can diversify its offerings and address the imbalance between cruise ship tourists and independent travelers. Tourism in Santorini needs a strategic overhaul: an integrated system that encourages travelers to explore more areas of the island, offering better infrastructure and more sustainable ways to distribute visitors.

Chimenti also pointed out that Santorini holds one of the most important archaeological sites in Europe. With greater focus and collaboration between cruise operators and local businesses, these cultural and historical sites could attract a different type of tourist, especially those interested in history and sports-related activities. More tours to the archaeological sites, for instance, could provide educational experiences while reducing congestion in crowded areas like Oia.

Santorini’s current dilemma, with overcrowding during the day and emptiness at night, calls for a reevaluation of how the island handles its tourism. For travelers seeking more than just a picture-perfect Instagram shot, the future of Santorini could hold more meaningful and sustainable experiences, where visitors are encouraged to explore the island beyond the typical hotspots.

Sports tourists, in particular, could play an important role in reshaping the tourism model by engaging with the island’s natural terrain through hiking, biking, or other activities, while enjoying a more tranquil and intimate experience. Santorini, in all its beauty and charm, has much more to offer than what meets the eye, and with the right changes, it could once again become the ultimate destination for a diverse range of travelers.

For now, travelers looking to visit Santorini should prepare for a unique experience, filled with both beauty and challenges. The island may be experiencing a “ghost town” phase, but it also presents an opportunity for a more sustainable, balanced approach to tourism that could ensure it remains one of the world’s most sought-after destinations for years to come.

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