As summer draws to a close, along with the October GNTO Santorini Tourism Forum 2026, the Greek island of Santorini is moving towards a refresh of its tourism offer, with an upcoming promotional campaign aimed at moving visitors beyond the clichéd image of its volcanic caldera and rustic white homes clinging to steep coastal cliffs.
Representatives from the Greek National Tourism Organisation (GNTO) are drawing on key trends to bolster the appeal and competitiveness of Santorini (after literal seismic shifts earlier this year), as well as that of neighbouring Mykonos (about three hours away by ferry). They note that the islands’ major source markets and the demographic profile of many of their visitors suggest culture, gastronomy, wellness, and wine should be higher on the agenda.
GNTO Secretary General Andreas Fiorentinos, speaking to the Athens-Macedonian News Agency (AMNA), highlighted the important national economic contribution made by the islands’ tourism sector. The United Kingdom, France, and Germany are the islands’ top tourism consumers, and stakeholders at the forum registered an increasing British penchant for gastronomy and distinctive or premium experiences. Overlapping with that, French visitors whether in couples or solo, are characterised by a desire for active vacations, often in shoulder seasons, with food, wine, and culture proving popular.
Likewise, German guests, and increasingly Austrians (whose visitor numbers are up seven per cent), are also interested in the same categories, as well as nature excursions. Activities that stand out from the norm are also important here, as many of these guests are repeat visitors looking to do something different to last time, according to Stavroula Skaltza, who works with the GNTO Office in Germany and heads its presence in Austria, Hungary, Slovakia, and Switzerland.
Taking the islands’ reputation beyond sea and sun holidays, a promotional programme to showcase what else there is to discover is underway. The GNTO’s partnership with MICHELIN Guide continues to forge ahead, with Santorini added to the guide’s map.
A new digital campaign comprising 32 short videos, or reels, will hit social media channels soon, highlighting the experiences and authentic “moments” being created by island stakeholders, including cultural events, pottery classes, cooking, and food production.
Hailing those efforts, Georgia Nomikou, president of the Thira Municipal Council and Tourism Committee, said: “The visitor does not simply remember a standard sightseeing programme but returns home carrying the moments that moved them.”
Being able to reach the islands in the first place is, of course, a prerequisite if their travel and tourism industry is to further evolve. Air connectivity from France is being boosted by Transavia, which already flies there from Paris (Orly), Nantes, and Lyon. The carrier’s flights to Santorini have been extended until November, serving those aforementioned shoulder season travellers. The all-important British market is also going to benefit from Jet2’s new May to October schedule for 2027, with new weekly departures out of Leeds-Bradford Airport.
Like other destinations looking to grow visitor spending and stay duration, Santorini’s challenge is to turn campaign slogans into a credible year-round visitor offer. Better air links, culinary recognition, and locally led activities offer a pathway beyond sunshine and blue-sky thinking. If managed sustainably, the island can reward repeat travellers, support residents, and preserve the landscapes that made it famous.
