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Santorini, one of the world's most photographed islands and a perennial favourite among travellers, is facing an unexpected crisis: a tourism season that feels empty, even amid surging visitor numbers. The Greek island, famed for its white-washed cliffside houses, azure domes and postcard-perfect sunsets, is reportedly struggling to sustain its local economy, with hotels and restaurants reporting a drastic drop in business despite busy streets during the day.

Local tour operator Gianluca Chimenti, who has lived on the island for nearly two decades, has raised the alarm over what he calls the "worst season ever". Chimenti described a striking contrast between bustling daylight hours and eerily quiet evenings.

In an interview with CNN, he said"The problem is that the social media are showing something completely different from what is the reality," Chimenti said. "The truth is that the island is empty. Right now is like never before."

Santorini, sometimes dubbed "Instagram Island", has built an international reputation on its visually stunning appeal. Tourists pour into the island daily, with some 17,000 cruise ship passengers reportedly arriving at peak times.

The villages of Fira and Oia are especially popular, with crowds jostling for sunset selfies at cliffside viewpoints.

But while social media posts paint a picture of overcrowding, local businesses say foot traffic doesn't necessarily translate to spending. By nightfall, many of the visitors have returned to their cruise ships, leaving behind empty streets and under-occupied hotels.

"Hotels right now are more or less under 30% of a normal season," Chimenti claimed, suggesting the image of "overtourism" may be misleading. "Over-tourism doesn't exist. What I see is a lack of structures."

Restaurants, cafes, and local shops, typically buoyed by long-staying guests, are feeling the strain, he added.

Greece is renowned for its tourism, with 6,000 islands and islets (227 inhabited), attracting millions each year. From secluded beaches and natural wonders to ancient ruins, the Mediterranean nation has long been seen as a traveller's paradise.

Yet this year, amid a wider post-pandemic tourism boom across Europe, Santorini appears to be an outlier. While other islands report record visitor numbers, the experience on the ground in Santorini has exposed cracks in how tourism is being managed.

Chimenti believes smarter planning is key, urging local authorities and cruise companies to diversify itineraries and better distribute visitors across the island throughout the day.

"Santorini has one of the most important archaeological sites right now in Europe," he said. "Why are cruise ships not organising tours to these sites? If you split the people in three parts of the island, they can enjoy more, and you avoid the pressure points."

For many would-be travellers, the perceived crowds might be discouraging travel altogether, even during off-peak periods when conditions are ideal for a relaxed getaway.

"People see viral images and think it's too busy to enjoy," Chimenti said. "But in truth, we have space, we have beauty, and we need people to stay."