New data on rural tourism from the annual survey of the Rural Tourism Cluster epaithros+!
The epaithros+ Cluster has completed for another year the annual demand survey for rural tourism in Crete, offering valuable data on the profile of travelers who visited the island in 2025, their preferences regarding thematic-specific forms of tourism and expectations for a future return trip to the island.
The survey was carried out during the period September – October 2025, with 1,187 questionnaires, collected both at Heraklion International Airport “Nikos Kazantzakis” and via the internet.
The aim of the study was to understand the modern rural traveler, his/her interests and his/her relationship with the special and thematic forms of tourism in Crete.
The profile of the visitors
The participants of the survey were almost equally men (46%) and women (54%), aged 25-34, working (74%), while almost half of them (44%) had a university education.
96% of the visitors came from abroad and mainly from Europe (87%), with Germany being the most important market (38%). It is noteworthy that more than half (62%) had visited Crete again, which highlights the high repeatability index of the destination.
What brings travelers to Crete
The survey found that Crete continues to attract visitors mainly for summer holidays (89%), while only 1.9% stated that they traveled to participate in special or thematic tourism activities.
The sun, sea and climate are the top reasons for choice however, travelers show increasing interest in the culture, history, gastronomy and authenticity of the island.
Family and friends (47.7%) continue to be the most important factor influencing the choice of destination, while social media and the internet (20.6%) are gaining more and more ground.
Demand for thematic-special forms of tourism
Although 59% of visitors did not participate in thematic tourism activities, 41% did, with the following choices being the top:
- Cultural activities (43%)
- Gastronomic and wine tourism (36%)
- Sports tourism (31%)
Travelers who participated in thematic-special tourism experiences spent between 30 and 120 euros per person, while a significant percentage (19%) reported spending over 121 euros.
For those who did not participate in thematic-special tourism activities, the main reasons for non-participation were lack of interest or information, as well as limited time.
Expectations & image of Crete
Most visitors believe that Crete offers almost everything, with the only weakness being infrastructure and transportation (road network, public transport, Heraklion airport).
When asked what they would like to experience on a future visit, most mainly mentioned:
- Gastronomic and wine tourism experiences (36.8%)
- Cultural tourism activities (36.7%)
- Sports activities (31.5%)
More than 7 out of 10 (70%) said they would recommend Crete as a destination for rural tourism.
Satisfaction and emotional connection
Visitor satisfaction reaches 91%, while 97% rate the island positively to very positively. The elements that make the island unique are mostly the sun and the sea, the hospitality of the people, the gastronomy, the history and the culture.
Finally, in terms of the emotions that the Cretan countryside evokes in the visitor, they are mainly serenity (39%), joy (31%) and admiration (14%), with their most intense moments being related to contact with nature, communication with the locals and gastronomy.
Conclusion
The research by the epaithros+ Cluster confirms that Crete remains one of the most beloved destinations worldwide, especially for summer holidays, with growing interest in thematic-specific activities and experiences.
The challenge for the coming years is to strengthen these activities, so that the Cretan countryside can emerge even more as a place of experiential activities, culture and nature.
See the research in detail below.
The project, entitled “Rural Tourism Cluster epaithros+”, is implemented within the framework of the “Research-Innovate” Action of the “Competitiveness” Operational Program of the NSRF 2021-2027 and is funded by the European Regional Development Fund (ERDF) and by National Resources.