Ecotourism in Crete at the Milia Mountain Retreat

Abstract

The story of Milia Mountain Retreat reflects changes in tourism demand worldwide which have been accelerated by the Covid-19 pandemic. Located in Western Crete, it has seen a significant increase in domestic tourists and a strong growth of demand from travellers seeking authentic experiences in the Mediterranean. Founded in 1984, the ecolodge has seen ecotourism evolve from being a small niche to becoming mainstream. Milia visitors no longer accept some of the rougher aspects of the experience, such as having to heat their own water, but are still looking for an alternative experience and an immersion in local culture. This case study compares Milia then and now and how it is evolving, driven by lifestyle and expectations of a more globalized society.