Santorini, one of Greece’s most iconic and sought-after tourist destinations, has long been synonymous with breathtaking views, picturesque villages, and stunning sunsets. As one of the world’s most photographed places, the volcanic island has been a magnet for travelers for years. However, 2025 marks a pivotal moment for Santorini’s tourism industry, as the island deals with the aftermath of a series of earthquakes that rocked the island in February, right in the middle of the high booking period for the peak tourist season.

At Adami restaurant, located in the stunning village of Oia, the view remains as mesmerizing as ever. From here, visitors can witness the sweep of the volcanic crater’s cliffs plunging into the deep blue Aegean Sea, with the small islet of Thirassia outlining the opposite side of the bay. Ferries bustle in and out of the port beneath Fira, Santorini’s capital, while massive cruise ships anchor nearby, appearing like bath toys due to their distance from the cliffside.

But while the views are as spectacular as ever, this year’s tourist season is notably different. Despite the usual hustle and bustle of Oia, the village feels significantly quieter than previous years. This shift has been partly attributed to the impact of the earthquakes, which shook the island’s tourism sector right at the onset of the peak season.

Earthquakes Disrupting Santorini’s Tourism: An Unusual Start to the Season

The earthquake activity that shook Santorini in February 2025 was not unlike the tremors that regularly hit Greece, a country situated near a tectonic plate subduction zone. However, this period of seismic activity was different—what stood out was the frequency rather than the intensity of the quakes. The island experienced hundreds of tremors daily, which caused viral social media videos showing rocks tumbling down the cliffs of the caldera. These images drew attention, but the impact on the island’s tourism was evident.

As John Bubaris, general manager of Canaves Ena, a luxury hotel where Adami is located, shared, the island had a slow start to the tourist season due to these earthquakes. However, he assured that as things calmed down, bookings began to recover, and the island was “fully open again” despite the initial disruption.

The frequent seismic activity did not cause significant damage to Santorini’s infrastructure or architecture, but it did create a sense of unease. Schools were closed, and many locals left temporarily, although the situation never escalated beyond a manageable level. As John put it, it was occasionally “scary,” but he also found it “exciting.” The resilience of the tourism industry in Santorini was undeniable, with the luxury hotels and hospitality services bouncing back quickly as the year progressed.

Quieter Crowds and Positive Changes: Santorini’s Off-Season Appeal

During a visit to Santorini in late May 2025, just before the peak summer rush, it was evident that the island felt different. While the port in Fira had been busy upon arrival by ferry, Oia, one of the most popular villages for tourists, was much quieter than usual. This was noticeable not just in the lack of crowds but also in the absence of the long queues for photos at iconic spots like the famous blue-domed churches. Santorini had rarely felt so serene.

As I walked from Fira to Oia along the rugged clifftop footpath, I encountered only a small trickle of hikers, a stark contrast to the usual throng of tourists. The normally busy streets of Imerovigli, known for its luxurious sunset-facing hotels, were even quieter, with plunge pools unoccupied and the usual influx of couples posing in their floaty dresses seemingly absent. Even the ubiquitous “bride-and-groom” photoshoots, a staple of Santorini’s allure, were notably fewer. For those looking to visit Santorini without the usual crowds, 2025 was proving to be the year to do so.

How the Earthquake Impacted Santorini’s International Appeal

Despite this quieter atmosphere, it was clear that Santorini’s tourism had been affected by the earlier disruptions. Many visitors arriving early in the season noticed the difference in the usual foot traffic, and the island felt far less crowded than in previous years. However, Charlie Wakeham, marketing manager at Mercury Holidays, shared that the demand for Greece, including Santorini, was actually higher than the previous year. The impact from the earthquakes appeared to be short-lived. In fact, bookings were up—especially for last-minute summer holidays.

This surprising resilience in demand comes with a few important shifts in the way Santorini is approached by travelers. The overtourism problem that has long plagued Santorini is being actively addressed, with the local government taking steps to reduce overcrowding. One of the measures introduced was a €20 per person tax on cruise passengers disembarking at Santorini, which is part of a broader effort to curb the overwhelming number of cruise passengers that flood the island daily.

Efforts to Combat Overcrowding and Reset Santorini’s Tourism Experience

Santorini has struggled with overtourism for years, with large crowds descending upon its most popular spots, including Oia, during peak seasons. The resulting congestion has led to a decline in the island’s charm, with many travelers complaining about the difficulty of enjoying its beauty amidst the masses. The local government has started implementing strategies to combat this.

In addition to the cruise tax, several high-end restaurants in Oia have changed their menus, moving away from the expensive, exclusive cuisine often associated with the area and instead focusing on offering more traditional Greek dishes. This move responds to a noticeable shift in consumer behavior, with many visitors now preferring more authentic, budget-friendly experiences. According to John Bubaris, this change is also a way to counteract Santorini’s reputation as an overpriced destination.

These changes are expected to enhance the overall guest experience, especially in the heavily visited areas like Oia, where the concentration of luxury accommodations and dining options often leads to higher prices. These new approaches could lead to a more sustainable and attractive tourism model for the island, offering more accessible experiences to travelers without compromising its unique character.

Santorini’s Tourism: Looking Ahead to a More Balanced Future

While 2025 has been a year of recovery, it is clear that Santorini’s tourism is beginning to adapt to new realities. There are signs that the island is emerging from the shadow of its recent seismic disruptions with renewed efforts to manage the flow of visitors and to improve the overall tourism experience.

For travelers, the changes are likely to be noticeable. Santorini is shifting from being exclusively a luxury destination to one that offers a wider range of experiences, including those that cater to budget-conscious travelers seeking authenticity rather than exclusivity. As Santorini moves toward greater sustainability and a more balanced tourism approach, visitors can expect a more enjoyable and immersive experience, whether they’re visiting during peak season or choosing a quieter time of year.

Travelers seeking a quieter Santorini should consider visiting during the off-season or early in the year before the crowds descend. However, as Mercury Holidays‘ Charlie Wakeham indicated, the high demand for last-minute bookings suggests that Santorini will likely return to its usual levels of popularity over the summer months. While this means the crowds may return, the ongoing efforts to balance tourism will likely make the experience more enjoyable and less overwhelming for visitors.

Santorini’s Future as a Film and Tourism Destination

Santorini has long been one of the most popular travel destinations in the world, and while the earthquakes of early 2025 created a temporary setback, the island’s resilience and its efforts to balance tourism demand show promise for the future. Tourism in Santorini is expected to continue thriving, but with changes aimed at making the experience more enjoyable for both visitors and locals alike.

By addressing overtourism, fostering local culinary experiences, and introducing measures to manage the impact of cruise tourism, Santorini is working towards a more sustainable and authentic tourism model. As it recovers from the setbacks caused by the earthquakes, the island is ready to welcome tourists from around the world, offering them not only its famous views and luxury offerings but also a more balanced, enriched travel experience.

Whether travelers are looking for the quiet charm of Santorini off-season or hoping to experience the bustling energy of the summer months, the island’s new initiatives are sure to create a more balanced and enjoyable experience for all.

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