Santorini Launches New Digital Campaign and 32 Videos to Promote Wine and Gastronomy Tourism
The Greek island of Santorini is launching a new digital campaign featuring 32 short videos designed to broaden its international tourism profile. Unveiled at the GNTO Santorini Tourism Forum 2026, which took place from 5-8 October, the initiative aims to highlight wine, gastronomy, culture, and nature beyond the island's traditional appeal of sunsets and luxury accommodation. Local authorities and Greek National Tourism Organisation representatives noted that the strategy also seeks to attract visitors during the spring and autumn shoulder seasons.
Key points
- Santorini unveiled a 32-video digital campaign at the GNTO Santorini Tourism Forum 2026.
- The initiative focuses on promoting wine tourism, local gastronomy, hiking, and cultural heritage.
- The Michelin Guide announced in December 2025 that Santorini and Thessaloniki will be added to its Greek selection for 2026.
- Tourism officials are targeting increased visitor numbers outside the peak summer months of July and August.
What Happened
Santorini is seeking to broaden its international tourism profile through a new digital campaign built around 32 short videos. The initiative was unveiled at the GNTO Santorini Tourism Forum 2026, held from 5-8 October, with participation from Greek National Tourism Organisation representatives, local authorities, industry professionals, and international travel media.
Georgia Nomikou, president of the Municipal Council and the Tourism Committee of Thira, stated that production is already under way on the 32 social media videos focusing on experiences visitors can enjoy on the island.
Context
While Santorini remains renowned for its whitewashed houses and sunsets, the new strategy aims to highlight wine-making traditions, such as the kouloura vine-training technique, and local culinary products including fava, tiny cherry tomatoes, and white aubergine. The Michelin Guide announced in December 2025 that Santorini and Thessaloniki will be added to its Greek selection for 2026.
GNTO representatives from key European markets outlined distinct travel trends during the forum. Eleni Skarveli noted growing interest in gastronomy and wellness from the United Kingdom, while Emmy Anagnostopoulou highlighted French demand for local cuisine and winery visits outside July and August. Stavroula Skaltza and Eftychia Aivalioti reported similar interests in wine tourism, nature, and sustainable travel from German, Austrian, and Scandinavian markets.
What's Next
Local authorities plan to strengthen activities like cooking and pottery classes. Additionally, improved air connectivity is supporting off-peak travel, with Transavia flights extended until November and Jet2 announcing weekly flights from Leeds-Bradford Airport to Santorini from 6 May to 7 October 2027.
Why it matters
The campaign reflects a strategic shift by Greek tourism authorities to distribute visitor traffic away from the peak summer months and into spring and autumn, supporting local economies through diversified travel offerings such as wine and gastronomy tourism.
