This island in Greece is targeting wealthy travellers to curb overtourism

Corfu, one of Greece’s most popular island destinations, is taking active steps to curb overtourism by focusing on attracting wealthier travelers. Authorities on the Ionian island are pushing for sustainable tourism by investing in high-end hospitality and targeting tourists from new international markets.

The move comes as the island experiences a steady rise in visitor numbers. Tourist arrivals in Corfu rose by 7% in 2024, reaching nearly 2 million, as per a report by Euro News. Since 2019, international flight arrivals have increased by 32%, while ferry passenger numbers have grown by 31%, indicating continued pressure on local infrastructure and the environment.

Sustainable tourism through luxury


Local authorities are now prioritizing "higher-quality development" as part of a broader strategy to preserve Corfu’s natural beauty and historical charm. Rather than limiting tourism through direct caps or fees, the focus is on drawing visitors who stay longer and spend more.

“There is a shift in strategy. Corfu wants to attract fewer but higher-spending tourists,” a local tourism official said to Euro News.

Currently, Corfu offers 33 five-star hotels and a growing number of boutique accommodations tailored to affluent travelers. This shift aligns with ongoing investments by tour operators in luxury properties to support the island’s move away from mass-market tourism.

Targeting new international markets

While British travelers make up the largest share of tourists in Corfu, followed by visitors from Germany, Italy, Poland, and France, together accounting for 75% of arrivals, the island is now seeking to diversify its tourism base. Authorities are exploring opportunities to attract travelers from new markets willing to spend on premium experiences.

Direct flight connectivity remains a key factor in this strategy. Corfu is enhancing international air links to facilitate access for luxury-focused travelers from countries beyond Europe.

Balancing growth and preservation

The policy shift in Corfu reflects a broader trend across popular European destinations that are struggling to balance economic gains from tourism with sustainability. By targeting a smaller, more affluent segment of travelers, Corfu aims to reduce pressure on local infrastructure while maintaining its appeal as a top-tier holiday destination.

The new model echoes similar moves seen in places like Venice, Dubrovnik, and parts of the French Riviera, where local governments are seeking to redefine tourism for long-term resilience.

As Corfu turns toward high-value tourism, the island hopes to retain its global appeal while protecting its beaches, heritage, and way of life.