- Annual epaithros+ survey on rural tourism demand in Crete released.
- Data from 1,187 questionnaires collected at Heraklion Airport and online.
- Visitors are mostly young, working adults from abroad, with high repeat visits.
- Rising interest in culture, gastronomy, wine, and authenticity.
- Strong satisfaction rates and emotional connection to the Cretan countryside.
Every year, Crete’s countryside gathers its own quiet stories — the travelers who walk its trails, taste its food, speak with its people, and leave with something they did not know they were seeking. To understand these patterns, the epaithros+ Network completed its annual survey on rural tourism demand, offering a clear picture of the visitors who explored the island in 2025.
The research, conducted between September and October 2025, captured 1,187 responses, collected both at Heraklion International Airport “Nikos Kazantzakis” and online. The goal was simple: understand the modern rural traveler, their motivations, and what they hope to experience next time they return — because on this island, they usually do return.
Who These Visitors Are
The demographic portrait is balanced and contemporary. Respondents were:
- 46% men, 54% women
- Mostly aged 25–34
- 74% employed
- 44% university educated
Crete’s rural tourism remains overwhelmingly international.
96% of respondents came from abroad, mostly from Europe (87%), with Germany leading at 38%. One number stands out: 62% had been to Crete before.
Repeat visitation remains one of the island’s strongest indicators of long-term appeal.
Why They Come
Despite the growing conversation around special-interest tourism, visitors still come to Crete primarily for summer holidays (89%). Only 1.9% arrived specifically for thematic or special-interest activities.
The dominant reasons remain familiar:
- Sun
- Sea
- Climate
But beneath these classic motivations, interest is shifting. Travelers increasingly mention culture, history, gastronomy, and authenticity as factors that shape their experience.
When choosing a destination:
- Family and friends influence 47.7%
- Social media and online sources influence 20.6%, a number that continues to rise each year
What They Actually Do
Not all visitors engage in thematic activities, but the ones who do leave a distinct footprint.
Participation in Thematic or Special-interest Tourism
- 41% yes
- 59% no
Top Thematic Activities
- Cultural activities 43%
- Gastronomy and wine tourism 36%
- Sports tourism 31%
Spending Per Person
- €30–€120 for most participants
- 19% spent over €121
Visitors who chose not to participate cited:
- Lack of interest
- Lack of information
- Limited time
These reasons highlight both the potential and the communication gap around rural experiences.
What They Want Next Time
When asked about future expectations for a return visit, respondents selected experiences that blend nature, culture, and taste — exactly the areas where Crete’s countryside excels.
Top desired experiences:
- Gastronomy and wine experiences 36.8%
- Cultural tourism activities 36.7%
- Sports and outdoor activities 31.5%
And importantly, 70% would recommend Crete specifically for rural tourism.
How They Feel
Beyond numbers, the emotional responses are strong and telling.
Satisfaction
- Overall satisfaction: 91%
- Positive to very positive rating of Crete: 97%
Feelings Generated by the Cretan Countryside
- Calmness 39%
- Joy 31%
- Admiration 14%
Their most vivid memories come from:
- Contact with nature
- Encounters with local people
- Gastronomic experiences
These are the moments that linger — not just the landscapes but the humanity in them.
What This Means for Crete’s Rural Future
The epaithros+ survey confirms that Crete continues to stand among the world’s most beloved holiday destinations, particularly for summer travel. But the data also reveals a growing appetite for experiences that go beyond the beach — taste, culture, nature, and small encounters that stay with the visitor long after the trip ends.
Future Challenges
To strengthen thematic and special-interest activities that lift rural Crete beyond scenery and into lived experience. To build offerings that retain the island’s authenticity while giving travelers more ways to engage with it.
Crete’s countryside is already a place of encounters, stories, and quiet beauty. The opportunity now is to make those experiences more visible, more accessible, and more integrated — so that future surveys record not only high satisfaction, but a deeper understanding of what rural Crete can offer.