Crete tourism arrivals rise despite lower daily spending

At the Rethymno Tourism Summit 2026, Andreas Fiorentinos, General Secretary of the Greek National Tourism Organization (GNTO), noted that while tourist arrivals in Crete and Greece have increased, there is downward pressure on the daily spending of visitors.

Fiorentinos attributed this trend to international political developments impacting travelers' disposable income. He emphasized the need for tourism growth to provide greater value to local communities and suggested transitioning Crete from a top destination to a global tourism brand.

To address these challenges, the Ministry of Tourism is focusing on extending the tourism season to a twelve-month basis. Fiorentinos also called for increased cooperation between the state, regional authorities, municipalities, and businesses to ensure long-term, sustainable planning that improves the lives of local residents.