Santorini Hoteliers Association President Antonis Pagonis, Greek Tourism Minister Olga Kefalogianni and Hellenic Hoteliers Federation President Yiannis Hatzis on Santorini.
Santorini’s tourism sector is gearing up for a strong 2025 season, despite the difficulties experienced earlier this year. The message of readiness and resilience was the key takeaway at the 6th Regional Conference of the Hellenic Hoteliers Federation, held on the island on Wednesday.
“Today the island is ready for the new peak season, it remains a safe and hospitable destination, and this is the message we want to spread,” said Greek Tourism Minister Olga Kefalogianni from Santorini.
She highlighted the recent signing of a memorandum of cooperation to establish a Destination Management and Promotion Organization (DMMO) for the island, aiming to ensure sustainable tourism development. “The challenges we faced were managed effectively, demonstrating our ability to respond to emergencies,” the minister added.
Greek Tourism Minister Olga Kefalogianni speaking during the 6th Regional Conference of the Hellenic Hoteliers Federation.
Kefalogianni also outlined the Tourism Ministry’s broader strategy to expand visitor numbers both geographically and throughout the year.
“To achieve this, we focus on modernizing tourism infrastructure tailored to specific forms of tourism, upgrading service quality through education and training, and promoting legislative initiatives that support a healthy market,” she said.
Airline seat reductions impact arrival numbers
Despite Santorini facing a setback earlier this year, the island remains a top destination, with tourism figures expected to recover.
However, recent data shows that airline seat capacity to Santorini has dropped by 26 percent so far this year. Summer supply is projected to be 7 to 8 percent lower, which could result in arrivals declining by 10 to 15 percent compared to last year, according to Greek Tourism Confederation (SETE) President Yiannis Paraschis.
Nonetheless, Paraschis pointed to Santorini’s impressive growth over recent years, noting a 112 percent increase in international arrivals since 2015 and a 45 percent rise compared to 2019.
“These figures reflect strong long-term performance,” he said, adding that the overall Greek tourism market is expected to have another good year in 2025, with air arrivals up 7 percent countrywide.
Greek Tourism Minister Olga Kefalogianni speaking during a panel discussion with Greek Tourism Confederation (SETE) President Yiannis Paraschis and coordinated by Santorini Hoteliers Association President Antonis Pagonis.
Challenges in infrastructure and financing
Santorini Hoteliers Association President Antonis Pagonis highlighted ongoing infrastructure challenges on the island.
“Public investment is essential. Santorini currently lacks a port and marina, which are critical for attracting luxury tourism,” he said.
Pagonis also stressed the impact of the expanding short-term rental market, which has driven an 80 percent increase in rents and exacerbated infrastructure strains. “Overtourism is a term that can no longer fully capture these challenges,” Pagonis noted.
Addressing financing, Hellenic Hoteliers Federation President Yiannis Hatzis highlighted the difficulties small tourism businesses face in accessing funding, particularly amid rising operational costs and green transition requirements. “Most hotels are small or very small businesses excluded from bank financing and development incentives,” he explained.
Hatzis also challenged the narrative that Greece should reduce reliance on tourism in favor of other sectors.
“Tourism complements, rather than competes with, agriculture, energy, manufacturing, and technology,” he said. “It creates demand for domestic products and services, strengthening the entire economy.”
He called for a national plan recognizing tourism as a structural pillar, urging political leaders to implement reforms that foster investment, reduce unfair competition, and provide long-term institutional stability.
“The sector seeks dialogue, realistic proposals, and a framework that supports sustainable growth,” Hatzis concluded.
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