More and more Germans and Americans are travelling to Crete in October, and guests are now wealthier on average, while tourism on Santorini has slumped.
Travel Trends in Autumn for European Destinations
October’s turning into a prime travel month, especially for German tourists. A lot of people now pick this autumn period for their main holiday, turning what used to be a sleepy season into a key time for travel.
Bookings for October have really shot up compared to previous years. Demand just keeps climbing.
Tourism numbers from May through October keep rising, but October’s growth nearly doubles that of the summer. Destinations have started to rethink when their busiest times actually are.
Why the change? Three main reasons stand out:
- Climate conditions: Greece, Spain, Italy, and Turkey stay warm in October. Coastal and island spots like Crete see mild weather—usually between 20 and 28 degrees Celsius—which draws in folks who want sunshine but not the brutal summer heat.
- Lower costs: Travellers grab better deals on hotels and flights in October than they do in July or August. Discounts aren’t hard to find, and you can save money without giving up comfort.
- Changing demographics: More “empty nesters”—mostly middle-aged or older couples without kids at home—are joining the autumn travel crowd. They’ve got more freedom and cash to travel outside the usual school holidays.
This group usually doesn’t have to worry about school schedules, so they travel when it’s quieter and cheaper. They’re also not big fans of summer crowds.
Greece is already stretching its tourist season into November. Major islands are staying open longer, hoping to lure visitors well past summer. That’s a real boost for places like Crete, which used to depend almost entirely on summer tourism.
Michael Buller, a tourism industry expert, says there’s a growing gap between classic summer holidays and how people actually want to travel now. More are picking autumn, drawn by good weather and better prices.
October isn’t the quiet period it used to be. Now, it’s a solid alternative to the summer crush. Destinations that once saw numbers drop off in autumn now get steady or even rising demand.
Some key advantages of travel in October include:
Advantage |
Details |
|---|---|
Pleasant Weather |
Warm and comfortable temperatures in southern Europe |
Cost Efficiency |
Lower accommodation and flight prices |
Reduced Crowds |
Less busy destinations than peak summer months |
Flexibility |
Travel less dependent on school holidays |
Greece, Spain, Italy, and Turkey are all seeing the benefits of this trend. For German travellers, the October surge means October is now the top pick over the old summer favorites.
This shift lets places like Crete stretch their seasons. Now, they welcome travellers who want more relaxed conditions—no summer heatwaves, no crowds. Local businesses benefit too, since visitor numbers spread out more evenly through the year.
Autumn Holidays in Crete Favoured by American Tourists
American travellers are also picking Crete for their autumn vacations more often these days. They want something different than the usual summer rush, and they’re after places with fewer crowds and a real local vibe.
Island destinations are high on their wish list, not just in Europe but even in Asia. Crete, in particular, has seen a huge spike—searches are up over 500% lately. The island’s become a top spot for people planning trips in September and October.
Popular Island Destinations for Americans in Autumn |
Increase in Searches (%) |
|---|---|
Crete, Greece |
+560 |
Funchal, Portugal |
+518 |
Ko Chang, Thailand |
+446 |
Torremolinos, Spain |
+433 |
Alghero, Italy |
– |
It’s not just about beaches, either. Smaller cities like Edinburgh, Verona, and Malaga are getting attention from Americans looking for quick cultural getaways in autumn.
Cost matters a lot for Americans right now. Many want lower prices than they’d find in summer, and they’re weighing affordability against weather and crowds. About a third put budget at the top of their list when planning.
Most American autumn travellers go about 1,400 miles to reach their destinations. They tend to stay around 12 days, which gives them enough time to settle in and explore.
Family and group trips are still popular, with the average group size now up to four people. That’s a bit more than in previous years.
All in all, Americans seem eager to dive deeper into places like Crete, skipping the peak season and enjoying a calmer, more authentic experience. Fewer crowds, better prices, and a true taste of local life—what’s not to like?
If you want updates on travel trends and where people are heading, it’s worth checking the latest reports every so often.
You can find more reasons why Americans pick Crete for autumn holidays in this detailed coverage.
Wealthier Tourists Are Increasingly Choosing Greece
Recent trends in Greece’s tourism show that visitors now tend to come from higher-income groups than in previous years.
This shift is pretty obvious in the rising average spending per traveller, hinting at a change in the profile of tourists.
Economic studies and official statistics back this up, highlighting a stronger focus on wealthier tourists visiting Greece.
The Bank of Greece’s data for the first half of the year points to an 11% increase in total tourism earnings.
At the same time, the average amount spent by each tourist grew by around 10%.
These increases outpace inflation, so we’re looking at genuine growth in tourist spending power—not just price hikes.
The visitor numbers for 2024 reached over 40 million, up by nearly 13% from the previous year.
Despite this growth in tourists, revenue increased at a slower rate, which means more visitors are spending less on average.
But if you look closer, some nationalities really stand out for their bigger budgets, especially Americans and Germans.
Nationality |
Average Spending per Tourist (€) |
Increase From Previous Year (%) |
|---|---|---|
Americans |
1,024 |
10.1 |
Germans |
622.7 |
10.1 |
Overall Average |
573 |
N/A |
Americans, in particular, have the highest average spending—almost 80% above the national average.
Their daily expenses during holidays also rank among the top, making their visits a real win for the Greek tourism industry.
Germans contribute a lot too, often spending more per trip compared to visitors from other European countries.
The growth in the spending power of these tourists has pushed overall revenues higher, even though the increase in total arrivals is more moderate.
Tourism operators and economic analysts say higher-income travellers usually go for more luxurious options, from accommodation to activities.
This trend boosts sectors connected to high-end tourism.
It also encourages investors and businesses to focus on premium services and experiences.
They point out the need to keep Greece’s image as a desirable, exclusive destination.
In the first part of the year, tourism revenues rose by about 760 million euros, giving a strong financial boost to the economy.
Per-person spending jumped from around 565 to 623 euros, confirming the trend toward tourists with bigger budgets.
The outlook for the autumn season looks promising, with bookings and visitor interest staying steady.
Expectations are for the trend of increasing revenue to keep going, even if the total number of visitors levels off or rises just a little.
Greece’s appeal to well-off tourists isn’t just about its natural beauty and cultural wealth.
Targeted marketing and improved travel connections play a big part in attracting clients ready to invest more in their holiday experience.
The shift towards wealthier tourists could shape future tourism strategies, with a bigger focus on quality rather than just quantity.
This approach fits with sustainable tourism goals that aim to benefit local economies and preserve resources and cultural heritage.
For more detailed insight on the growing preference of wealthy tourists for Greece, the article on tourist profiles in Greece offers useful information.
Sharp Decline in Santorini Tourism as Corfu and Zakynthos See Gains
Santorini’s tourism income took a nosedive in the second quarter of 2025. Accommodation and food service businesses on the island said they lost over 20% in revenue compared to last year’s numbers for the same period.
This drop stands out as the steepest among Greek destinations. Locals are genuinely worried, since Santorini’s economy leans so heavily on tourism.
Across the country, the tourism sector turned in mixed results. Accommodation businesses overall managed a slight bump, with revenues hitting €2.97 billion—a 2.6% increase from April to June 2025 versus last year.
Corfu led the way, boasting a 10.7% jump in income. Chania in Crete followed, growing by 2.7%.
Meanwhile, Santorini’s accommodation sector plummeted by 22.1%, the worst national performance. That’s a tough pill to swallow for anyone banking on the island’s usual popularity.
The dining sector didn’t fare much better. National food service revenue dipped by 2.6%, landing at €2.72 billion in Q2 2025.
Zakynthos bucked the trend, though, with a 7.3% rise in restaurant and catering revenues. Santorini, on the other hand, watched its dining sector shrink by 21%—a sign that fewer tourists are eating out and local businesses are feeling the pinch.
One policy shift might be playing a part here. Starting July 1, 2025, Greece rolled out a new cruise passenger tax meant to tackle overtourism and shore up infrastructure.
The tax isn’t the same everywhere. For Santorini and Mykonos, it’s €20 per cruise passenger during the busy months from June to September.
Other ports get off lighter, with charges as low as €1 in the off-season and €5 in peak months. It all depends on where and when you land.
Revenue from the levy will go toward local infrastructure upgrades and fighting environmental damage. Sure, the tax aims for long-term sustainability, but let’s be honest—it could scare off some visitors at first, making things even tougher for Santorini’s tourism-heavy economy.
If you want to dig deeper into these trends and what they mean for Greece’s tourism scene, check out Santorini Tourism Plunges, as Corfu and Zakynthos Lead Growth in Greece.
