Located on the west of the main island at around 260m above sea level. Fira Town is very busy and popular with tourists, with local shops selling souvenirs and streets filled with restaurants, bars, and clubs for those seeking nightlife.
Fira was first established in the late 18th century, when local islanders moved from Skaros (near Imerovigli 3 kms away) to gain easier access to the sea.
At the beginning of the 19th century Fira became the capital of the island replacing the previous capital of pyrgos Kallistis. With a population of about 2500, Fira's relies largely on tourism to provide an income for the local people, who try to balance the traditions of the past with the economic realities of the present.