For decades, Santorini has been synonymous with postcard-perfect sunsets, whitewashed villages and caldera views. But the Greek island is now working to broaden its appeal, using a new digital campaign to draw attention to its wine, food and everyday local life.
The initiative, unveiled at the GNTO Santorini Tourism Forum 2026 in early October, involves the production of 32 short videos for social media. They are designed to highlight experiences that often go unnoticed amid the island's more famous attractions.
Representatives from the Greek National Tourism Organisation (GNTO), local authorities and around 30 international travel journalists attended the forum, which ran from 5 to 8 October. Discussions focused on how to connect Santorini's strong reputation with a wider range of activities and travel periods.
Volcanic vineyards and a distinctive cuisine
Santorini's winemaking tradition is closely tied to its volcanic soil and climate. For centuries, growers have used the kouloura method, training vines into low, circular baskets to protect them from strong winds and intense sun. The Assyrtiko grape has gained international acclaim, and many wineries now offer tours, tastings and behind-the-scenes visits.
The island's culinary identity is equally distinctive, with products such as fava, tiny cherry tomatoes and white aubergine thriving in its mineral-rich terrain. In December 2025, the Michelin Guide announced that Santorini and Thessaloniki would join Athens in its Greek selection for 2026, a recognition of the island's growing gastronomic reputation.
Beyond food and wine, visitors can explore the archaeological site of Akrotiri, a prehistoric settlement preserved under volcanic ash, or wander through traditional villages like Megalochori. Hiking trails along the caldera offer a different perspective on the island's dramatic landscape.
Local authorities also want to encourage activities such as cooking and pottery classes, which allow travellers to connect with local production and culture. As Georgia Nomikou, president of the Municipal Council and Tourism Committee of Thira, told the Athens-Macedonian News Agency: "Visitors do not simply tick off a standard sightseeing itinerary; they go home holding on to the moments that moved them."
What European travellers are looking for
The forum also examined travel trends from key European markets. In the United Kingdom, one of Santorini's most important sources of visitors, GNTO head Eleni Skarveli noted that luxury remains part of the island's image, but interest is growing in gastronomy, wellness, family trips and multi-island itineraries.
In France, GNTO representative Emmy Anagnostopoulou emphasised the appeal of 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. She also pointed to demand for travel outside July and August, which could help attract more visitors in spring and autumn.
From Austria and Germany, GNTO representative Stavroula Skaltza reported clear interest in wine tourism, gastronomy and wellness, with repeat visitors seeking new experiences. Scandinavian markets, according to GNTO representative Eftychia Aivalioti, are particularly drawn to nature, hiking and sustainable tourism activities.
Extending the season
A key goal of the new strategy is to boost tourism outside the peak summer months. Wine tourism, cultural visits and nature-based activities offer reasons to travel to Santorini when the island is less crowded.
Air connectivity is also improving. Transavia flights to Santorini have been extended until November, according to the GNTO representative in France, making autumn trips more feasible.
As the island seeks to balance its popularity with a more sustainable approach, the focus on wine, gastronomy and local experiences could help Santorini attract a different kind of traveller—one who stays longer, spends more and leaves with more than just a sunset photograph.
