Santorini tourism is taking a new direction, with local authorities preparing 32 short videos to showcase the Greek island’s wine, gastronomy, cultural heritage and outdoor activities beyond its famous sunsets and luxury hotels.
The campaign aims to broaden Santorini’s international appeal by encouraging visitors to explore the island’s food traditions, volcanic vineyards, archaeological sites and traditional villages. It also reflects a wider effort to attract travellers outside the busiest summer months, when the island’s most recognisable views and accommodation options dominate its image.
The initiative was presented at the GNTO Santorini Tourism Forum 2026, held from 5 to 8 October. Representatives of the Greek National Tourism Organisation (GNTO), local authorities, tourism industry professionals and around 30 journalists from international travel media attended the forum to discuss visitor preferences and opportunities to develop tourism beyond the peak season.
During the discussions, GNTO representatives working in several European markets shared observations about changing travel interests. Their assessments pointed to growing opportunities in areas such as local cuisine, wine tourism, wellness, family holidays, hiking and cultural experiences. The challenge for Santorini is to build on its established reputation while giving travellers more reasons to visit at different times of the year.
Wine is central to that strategy. Santorini has a distinctive winemaking tradition shaped by its volcanic soil, strong winds and dry climate. Local growers use a technique known as “kouloura”, in which vines are trained into low, circular basket-like shapes that protect the grapes from intense sunlight and harsh winds.
The island’s Assyrtiko grape has earned international recognition, helping establish Santorini as a destination for wine enthusiasts. Visitors can explore vineyards, tour wine production facilities and take part in tastings that introduce them to the island’s wine culture and growing conditions.
Food offers another way to experience Santorini beyond its coastal views. Local specialities include fava, small cherry tomatoes and white aubergines, products associated with the island’s distinctive agricultural environment. Promoting these ingredients and the dishes made from them could help connect visitors with local producers, restaurants and the traditions that shape the island’s cuisine.
The Michelin Guide has also recognised the growing importance of Greece’s food scene. In December 2025, it announced plans to include Santorini and Thessaloniki in its Greek selection for 2026, alongside Athens, bringing further attention to the country’s culinary destinations.
Santorini’s cultural heritage provides another reason to look beyond its best-known viewpoints. At Akrotiri, visitors can explore the remains of a prehistoric settlement preserved beneath layers of volcanic ash. Traditional villages such as Megalochori offer a different perspective on island life, while hiking routes around the caldera provide opportunities to experience the landscape on foot.
Local authorities are also seeking to promote activities such as cooking and pottery classes, giving visitors opportunities to engage with local food, craftsmanship and cultural practices rather than limiting their trips to sightseeing.
Georgia Nomikou, president of the Municipal Council and the Tourism Committee of Thira, told the Athens-Macedonian News Agency that memorable travel experiences often extend beyond a standard list of attractions. She said visitors remember the moments that moved them, an approach that underpins the new video campaign.
Production is already under way on the 32 short social media videos. Their purpose is to draw attention to experiences that may receive less international exposure than Santorini’s sunsets, whitewashed buildings and high-end hotels.
The strategy also reflects differences in the travel interests identified across European markets. In the United Kingdom, one of Santorini’s important source markets, GNTO office head Eleni Skarveli said luxury remains a strong part of the island’s image. However, she also identified interest in gastronomy, wellness, family travel and holidays combining several Greek islands.
In France, GNTO representative Emmy Anagnostopoulou highlighted the appeal of local cuisine, wineries and cultural heritage. She described visitors who leave their hotels to explore the destination and spend money in the local economy, rather than concentrating their holidays around hotel facilities.
Anagnostopoulou also pointed to opportunities to encourage travel in spring and autumn, outside the busiest summer period. Attracting visitors during these months could help spread tourism activity across a longer part of the year.
Similar interests are emerging in other European markets, according to the GNTO representatives who took part in the forum. Stavroula Skaltza, representing the organisation in Austria and Germany, highlighted demand for wine tourism, gastronomy and wellness. She also noted that people returning to destinations they already know may seek different activities on subsequent visits.
For Scandinavian markets, GNTO representative Eftychia Aivalioti identified nature, hiking and activities associated with quality and sustainable tourism as important areas of interest.
These observations are based on reports from GNTO offices in the respective countries and reflect the trends identified by the organisation’s representatives. They indicate potential opportunities for Santorini, rather than a guarantee that all visitor groups will change their travel habits.
Extending the tourism season is one of the main objectives behind the campaign. Wine tastings, archaeological visits, walking routes and food-focused experiences could give travellers additional reasons to visit in spring and autumn, when the island is outside its busiest summer period.
Transport connections will play an important role in making those trips possible. According to the GNTO representative in France, Transavia flights to Santorini have been extended until November, providing additional options for autumn travel.
Further air links are planned from the UK. Jet2 has announced weekly flights from Leeds Bradford Airport to Santorini for the period from 6 May to 7 October 2027, offering another connection for British travellers planning a visit.
For Santorini, the challenge is not to replace the image that has made it internationally famous, but to give visitors a fuller understanding of what the island offers. Its vineyards, local ingredients, archaeological heritage and traditional villages provide a wider range of experiences that could appeal to travellers seeking more than a short stay centred on the caldera views.
