With a new digital campaign built around 32 short videos, Santorini is seeking to broaden its international tourism profile, highlighting experiences that are often overshadowed by its famous sunsets and luxury accommodation.
The Greek island, renowned for its whitewashed houses perched above the volcanic caldera and its unique views over the Aegean, aims to attract travellers interested in gastronomy, wine, culture, nature and everyday local life.
The new initiative was unveiled at the GNTO Santorini Tourism Forum 2026, held from 5-8 October, with the participation of representatives of the Greek National Tourism Organisation (GNTO), local authorities, industry professionals and around 30 journalists from international travel media.
During the forum, GNTO executives active in key European markets presented the travel trends they are recording in their countries, looking for ways to link Santorini’s already powerful reputation with different types of experience and trips outside the peak summer season.
From volcanic vineyards to gastronomy and culture
Santorini boasts a distinctive wine-making tradition, closely tied to the island’s volcanic soil and climatic conditions.
For centuries, winegrowers have used the technique known as the “kouloura”, training the vines into low, circular basket-like shapes to protect the grapes from strong winds and intense sunlight.
The local Assyrtiko grape variety has gained international recognition, and many wineries now offer tours of their vineyards, visits to production facilities and wine tastings.
Santorini’s culinary identity also features hallmark products such as fava, tiny cherry tomatoes and white aubergine, all cultivated in the island’s distinctive terrain.
The importance of local gastronomy has also been recognised by the Michelin Guide, which announced in December 2025 that Santorini and Thessaloniki will be added to its Greek selection for 2026, alongside Athens.
Beyond food and wine, visitors can explore the archaeological site of Akrotiri, a prehistoric settlement preserved beneath layers of volcanic ash, discover traditional villages such as Megalochori, or follow hiking trails overlooking the caldera.
Local authorities also want to strengthen activities such as cooking and pottery classes, which allow travellers to connect with local production and culture.
“Visitors do not simply tick off a standard sightseeing itinerary; they go home holding on to the moments that moved them,” said Georgia Nomikou, president of the Municipal Council and the Tourism Committee of Thira, speaking to the Athens-Macedonian News Agency.
She revealed that production is already under way on 32 short social media videos, focusing on the moments and experiences a visitor can enjoy on the island.
What travellers from European markets are looking for
The diversification of travel preferences was a central theme of the forum’s discussions, with GNTO representatives outlining the trends they observe in Europe’s main markets.
In the United Kingdom, one of Santorini’s key markets, head of the GNTO office Eleni Skarveli noted that luxury remains a strong element of the island’s image, but interest is growing in gastronomy, wellness, family trips and holidays that combine several Greek islands.
Similarly, GNTO’s representative in France, Emmy Anagnostopoulou, stressed the appeal for visitors who want to discover local cuisine, wineries and cultural heritage.
“These are not tourists who stay shut inside a hotel wearing an all-inclusive wristband; they get out, explore and spend money in the local economy,” she said, describing the preferences she observes in the French travel market.
She also underlined that demand for travel outside July and August can help attract more visitors in spring and autumn.
In Austria and Germany, according to GNTO representative Stavroula Skaltza, there is clear interest in wine tourism, gastronomy and wellness, while repeat visitors are looking for new experiences in a destination they already know.
For the Scandinavian markets, GNTO representative Eftychia Aivalioti highlighted the importance of nature, hiking and activities linked to quality and sustainable tourism.
These assessments are based on reports from GNTO offices in the respective countries and reflect the trends that the organisation’s staff identify in their markets.
More visitors in spring and autumn
One of the main goals of the new strategy is to boost tourism activity outside the peak summer months, attracting visitors who are interested in experiences that go beyond a traditional beach holiday.
The development of wine tourism, cultural visits and nature-based activities can offer additional reasons to travel to Santorini during periods with fewer tourists.
Air connectivity is also a key factor. According to the GNTO representative in France, Transavia flights to Santorini have been extended until November, improving options for autumn trips.
New connections are also planned from the British market. Jet2 has announced weekly flights from Leeds-Bradford Airport to Santorini, from 6 May to 7 October 2027.