Fira, because of its central location and all the buses starts from Fira. Both have great view and if you come only for view, romantic sunset etc. it would be not easy to decide. In this way no doubt, Fira is a better solution.Edited: 16 April 2014, 19:22
We prefer Oia; it's a little more mellow than Fira and has the postcard perfect views; there are enough shops and tavernas to keep it interesting. Also, it doesn't get as crowded during the day with the mega cruise ship passengers. It's true that Oia is further from the beaches (which are not the highlight of Santorini anyway) and doesn't have the youth partying scene. Since Santorini is a fairly small island, you can rent quads or a car and easily explore other parts of the island in a day.
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