The summer season, especially in vacation hotspots like Greece, is always busy. It’s also no question that the tourist season has been expanding every year. For nations like Greece, tourism provides a vital source of revenue for the country and is arguably the bedrock of the economy, which can serve as a catalyst for economic development. In particular small Aegean islands such as Santorini, Rhodes, Mykonos, and Paros serve as magnets for literally millions of people and are only expected to increase in the coming years.

Yet, year after year, I can’t help but read and see for myself the negative headlines. Real estate prices soaring, skyrocketing ferry prices, and overutilized local infrastructure to name a few of the problems that are beginning to creep up on Greece’s ability to handle the influx of visitors. In particular, the Aegean Islands are the biggest victims to these ills.Tourism is vital to the economy, sure, but it's crucial to preserve the charm that Greece has to offer to millions without overburdening local infrastructure.

Does everyone really only go to the Aegean islands and especially places like Santorini and Mykonos? And are they really struggling with overtourism? Yes, that is mostly the case. The South Aegean Archipelago, which consists of 36 inhabited islands, attracts 40% of all tourists visiting Greece. While millions of people visiting generate positive headlines for news outlets and tourists leave with wallets emptied and social media feeds full; the side effects of over tourism have begun to rear their ugly head. Water and power shortages threaten the sustainability of the islands during the summer season with frequent power cuts and water rationing becoming normalized.

In recent years, there has been a growing recognition of the need for sustainable tourism practices. This involves balancing the economic benefits of tourism with the need to protect the environment, preserve cultural heritage, and ensure the well-being of local communities. Sustainable tourism aims to minimize the negative impacts of tourism while maximizing its positive contributions. This can involve promoting responsible behavior among tourists, such as reducing waste and conserving water and energy, as well as supporting local businesses and communities. It can also involve investing in sustainable infrastructure, such as renewable energy and wastewater treatment, and implementing policies that protect natural and cultural resources.

By adopting sustainable tourism practices, Greece can ensure that its tourism industry remains viable and beneficial for generations to come. This isn't just about preserving natural beauty, but about safeguarding the very essence of what makes these islands special. It’s about ensuring that the allure of Greece remains untarnished for generations to come, not just a fleeting snapshot of a place overrun by crowds and stripped of its authenticity. The challenge lies in finding that delicate equilibrium, where the economic engine of tourism continues to drive prosperity, while the soul of these ancient lands and seas is allowed to breathe and thrive. It’s a call for a more conscious form of travel, where the journey is as much about cultural exchange and respect as it is about leisure and recreation.

The prices of ferry tickets have reached over 1,000 euros for a family of 4 to bring their car to Rhodes from Athens, a trip simply too expensive for many native Greeks. Health centers on the islands are low on staff as would be housing for the doctor turns into an airbnb. The prices of real estate, thanks to mostly outside businessmen buying out housing, has caused real estate prices to soar unabatedly for the past 3 years contributing to a drastic housing crisis while pricing out locals.

So, What can be done to preserve the Aegean islands character and contribute to sustainable development while continuing to bring in vital economic revenue? I can’t say in confidence whether or not telling a wealthy American or German tourist to pay an extra 20 euros to visit Santorini would actually work in discouraging them to visit. But, what if instead you tell that tourist to maybe visit Karpathos or Symi or even Chalkidiki because it provides the same stunning beauty tourists crave without the overwhelming crowds.

In my honest opinion, a big part of the issue of over tourism in hyper condensed regions of Greece stems from a lack of knowledge and poor marketing.

After all, when talking to my sister’s friends about their recent summer trip to Greece, they did not even know that Greece had more islands beyond Santorini, Paros, and Mykonos. Efforts to advertise other lesser known regions of Greece should be at the forefront of the country's tourism plan and can alleviate the burden placed on the Cyclades.

Less people visiting can reduce the strain of island resources, cool prices over the long term, and disincentivize the creation of AirBNBs opening up apartments for doctors and other vital staff needing a place to live for the summer. However, marketing of lesser known regions should be a part of a wider national plan that encourages targeted sustainable investment to support local infrastructure, ethical business practices, and incentivize the doctor to practice in the Aegean for the summer. Combined, these measures can change work to change the face of tourism in Greece.