The iconic Greek island of Santorini is undergoing a major shift in its tourism strategy. It is moving towards more sustainable and regulated tourism, aimed at safeguarding its unique charm and enhancing the visitor experience. Part of this initiative is implementing a daily limit of cruise ship visitors to 8,000.
Nikos Zorzos, the Mayor of Santorini, has highlighted the new approach, saying, according to The Greek Reporter: “The image of Santorini this year is different compared to other years, as the flows of visitors have been regulated”. The cruise visitor limit has ensured a more balanced distribution of arrivals throughout the week, allowing Santorini to maintain its visitor capacity while significantly reducing congestion.
A 30% decline in arrivals to Santorini has already been noted in the first six months of 2025, reflecting a move towards a more sustainable tourism model. However, it cannot be ignored that the cluster of earthquakes that hit the island in the first two months of the year will also have affected tourists’ decision-making process.
Mr Zorzos’s vision for sustainable tourism first evolved in 2012, when he advocated the halting of unregulated development. He criticised the historical trend where “the private sector took the initiative without any planning from the state side and the public sector was left to follow”.
He also emphasised the need for a “saturation law” for Santorini, arguing the island “does not need any more accommodation”. The mayor prefers the term “saturation” to “overtourism”, arguing that while some areas have experienced discomfort, Santorini has not reached the severe levels seen elsewhere, such as in Spain.
Sentiments for a limit on accommodation gained traction last year, with local bodies agreeing that no new beds were wanted. Currently, the municipality is actively working to prevent the development of new tourist areas, instead focusing on improving existing buildings. As the mayor argued, Santorini already boasts “excellent accommodations.”
Mr Zorzos has also stressed the urgent need for enhanced public infrastructure, including a new port, and significant investment to “reduce the landslide risk on the Caldera Slopes”.
“Santorini does not need any more beds. I say this with great certainty, with as much certainty as I know that my name is Nikos,” he said. He has called for state assistance to improve public infrastructure, noting that Santorini has contributed significantly to national coffers without receiving adequate returns.
A new “Berth Allocation” system, also implemented this year, has yielded positive results. According to Giorgos Solomikos, this has increased the time cruise passengers spend on the island, allowing them to “enjoy with peace and quiet and not rush”.