Santorini Launches New Digital Campaign To Promote Gastronomy And Culture Beyond Iconic Sunsets

EuroNews•Published: Oct 9, 2026 10:30 AM IST

Santorini is launching a new digital campaign featuring 32 short videos to shift its international tourism focus from standard sightseeing to local culture, wine, and gastronomy. The initiative, unveiled at the GNTO Santorini Tourism Forum 2026, aims to attract travelers interested in authentic experiences like vineyard tours and traditional crafts while extending the tourism season beyond peak summer months.

Gastronomic Recognition: The Michelin Guide has officially added Santorini to its 2026 Greek selection, highlighting the island's unique culinary identity and local produce.
Innovative Viticulture: The campaign showcases the island's historic 'kouloura' vine-training technique, which protects grapes from harsh winds and defines its renowned wine-making tradition.
Diversified Tourism: Local authorities and GNTO representatives are targeting European markets by promoting wellness, hiking, and cultural immersion to move away from the 'all-inclusive' travel model.

The Context & Background

This strategic pivot follows years of the island being primarily defined by its volcanic caldera views and luxury hotel stays. By highlighting archaeological sites like Akrotiri and local production, officials hope to encourage longer stays and increased spending in the local economy during the spring and autumn seasons.

Why it matters:This shift represents a growing trend in global tourism where popular destinations are actively managing over-tourism by promoting off-peak travel and deeper cultural engagement. By diversifying its appeal, Santorini aims to create a more sustainable economic model that benefits local producers and small businesses rather than relying solely on high-volume seasonal tourism.

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