Santorini is seeking to become a year-round tourism destination as the Greek island looks beyond its famous sunsets and luxury hotels to attract visitors interested in wine, gastronomy and cultural experiences. The strategy comes as local tourism businesses report a decline in hotel bookings over the past two years and growing concerns about the island’s dependence on its traditional summer season.
Known internationally for its volcanic caldera, whitewashed buildings and sunset views over the Aegean Sea, Santorini has long been one of Greece’s most recognisable holiday destinations. However, its popularity has not protected the island from changes in travel demand, with some hotel owners reporting fewer bookings than they experienced immediately after the COVID-19 pandemic.
Hotel owner Thomas Giannis told Euronews that tourism initially recovered strongly after the pandemic but later faced disruption from events including seismic activity around neighbouring islands and the war involving Iran. He estimated that his own business experienced a decline of between 30 and 40 per cent.
American and Israeli visitors were among the markets particularly affected. The decline in American bookings was significant for local tourism businesses because visitors from the United States are generally considered an important market for higher-spending travellers. According to Giannis, many American holidaymakers make their bookings by early spring, meaning uncertainty surrounding regional events can influence their decisions before the main summer season begins.
Although Greece was not directly at the centre of the conflict, concerns about the wider region appeared to affect some travellers’ perceptions of the country’s safety and accessibility.
The picture improved towards the end of the season, according to Thira Mayor Nikos Zorzos. He said the island’s tourism sector started the year slowly but became more stable, with September and October continuing to attract visitors, particularly those travelling for specific interests rather than a conventional summer holiday.
For local tourism operators, this is an important distinction. Santorini is increasingly being presented as a destination for more than sightseeing and sunset photography. Its volcanic landscape, local wine production, food traditions and cultural attractions provide opportunities to attract visitors outside the busiest months.
A new digital tourism campaign featuring 32 short videos is part of this effort. Announced in October 2026, the campaign aims to introduce international audiences to experiences that have often received less attention than the island’s famous views and accommodation options. Wine, gastronomy, cultural visits and religious heritage are among the subjects being promoted.
Santorini’s wine tradition is particularly relevant to this strategy. The island’s volcanic soil and distinctive climate have shaped its vineyards and wine production, giving it an identity that extends beyond its coastal scenery. Promoting these experiences could help attract visitors who want to understand the island’s local traditions rather than spend their entire holiday around its most photographed locations.
The campaign is also aimed at a broad international audience. Visitors traditionally come from the United States, the United Kingdom, Germany, France, Italy, Spain, Austria, the Netherlands, Poland, Belgium and Romania. Australia and Asian markets, including China, South Korea and Japan, are also part of the island’s international visitor base, with organised group travel contributing to arrivals from some of these countries.
Passenger figures from July illustrate the importance of European markets. Italy recorded 93,315 passengers travelling to and from Santorini, making it the leading foreign market for the month. The United Kingdom followed with 59,362 passengers, while France recorded 35,158. Germany accounted for 17,746 passengers, Spain 14,443, Austria 11,211 and Romania 10,594.
The island’s reputation as an expensive holiday destination is another perception local businesses are trying to challenge. Giannis argues that Santorini offers accommodation at different price levels, from relatively inexpensive rooms to high-end hotels. He believes the island can appeal to travellers with different budgets, particularly outside the busiest summer months when accommodation deals may be easier to find.
However, the reported decline in occupancy cannot be attributed entirely to external events. The continued construction of new hotels has also increased the number of available beds, creating additional competition for visitors. Mayor Zorzos acknowledged that the growth in accommodation capacity is affecting occupancy rates and called on the Greek government to take measures against unregulated construction.
The challenge is particularly important for an island where tourism has become central to the local economy. Increasing the number of hotel rooms does not automatically guarantee more visitors, especially when demand fluctuates and the island remains heavily associated with a relatively short peak season.
Santorini’s relationship with cruise tourism presents another part of the debate. The island receives approximately 3.5 million visitors annually, including cruise passengers, according to the mayor. However, he cautioned that airport statistics do not always reflect the number of people who actually stay on Santorini. Some travellers use the island as an entry or departure point while spending their holidays on neighbouring islands.
Cruise passengers account for a substantial share of Santorini’s visitor numbers, but their economic contribution remains a source of disagreement among local residents and tourism officials. Cruise ships bring large numbers of people to the island, yet many passengers spend only a few hours ashore before returning to their vessels. They do not necessarily book local accommodation or spend as much in restaurants and shops as visitors staying for several nights.
The concentration of cruise passengers also creates pressure on the island’s narrow streets and popular viewpoints. During busy periods, large groups can overwhelm areas that attract visitors for their traditional architecture and caldera views. Some cruise passengers have even begun staying aboard their ships to enjoy the sunset rather than going ashore.
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Mayor Zorzos says the municipality has already introduced measures to manage the number of cruise visitors. Around a decade ago, a study conducted with the University of the Aegean helped establish a daily limit on cruise passenger arrivals. Under the current arrangement, up to 8,000 cruise tourists can disembark each day.
The mayor believes these measures have improved movement around the island and reduced the overcrowding experienced in the past. Nevertheless, cruise tourism remains a complicated issue because of the difference between visitor numbers and the amount of money that reaches local businesses. Zorzos acknowledged that people staying in hotels and other accommodation generally spend more than passengers visiting for a short cruise stop.
A cruise passenger levy has also been introduced to generate revenue from ship arrivals. Under the current rates, passengers pay 20 euros during the main summer period from 1 June to 30 September. The charge falls to 12 euros in April, May and October, and to 4 euros during the winter months from 1 November to 31 March. However, only one third of the revenue goes to the municipality, with the remainder distributed between the Greek ministries responsible for tourism and shipping.
For Santorini, attracting more visitors during the quieter months could help address some of the pressures associated with its concentrated summer tourism model. Promoting local wine, food and cultural experiences offers a different reason to visit, while potentially creating more opportunities for businesses beyond the peak holiday season. Whether the campaign can translate that interest into sustained winter arrivals will depend on the island’s ability to offer experiences and services that remain accessible when the summer crowds have left.
