Fira (also called Thera or Thira) is the main town of Santorini island. Every day during the summer is a bustling metropolis as cruise ships from all over the Mediterranean and Aegean seas descend. As a result prices in Thira (and Santorini generally) tend to be a little higher than other Greek Islands. There’s actually not a lot to do in Fira other than shop (for overpriced jewelry, designer clothing and handbags) and go to the numerous (American-styled) discos and bars. Apart from the few museums and craft studios (which are open fairly late), travellers seeking unique experiences unobtainable elsewhere will be disappointed. Maybe stroll through the shopping district and watch a sunset over dinner in Fira one night, then get out of town to explore the beaches and other island sites. Fira loses its charm quickly.