Navagio is one of Greece's most popular beaches, taking its name from the remains of a cargo ship that was wrecked there almost 40 years ago.
At least one woman has been injured and three people are feared missing after a rock slide at the famous Shipwreck beach on the Ionian island of Zakynthos on Thursday.
Their injuries were not life-threatening, fire brigade and coast guard officials said.
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Josh O'Connell, 21, of Kilkenny, Ireland, who works for a tour company on Zante, said there were more than a dozen tourist boats in the bay and 400-500 people in the area.
Video footage of the terrifying moment showed the rock from the limestone cliff face split and plummet to the shore, sending waves crashing over tourists.
"So far, we haven't found any trapped people but we will continue searching", a fire brigade official said. A few small boats overturned from high waves caused by the force of the fall, witnesses told authorities.
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A total of seven people were treated in hospital for injuries, including a 34-year-old Czech woman with a fractured vertebra, the government said in a statement.
The port of Zakynthos, which is also known as Zante in Western Europe, was evacuated as a precaution. Authorities later said everyone who had arrived at the beach on tourist boats had been accounted for.
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