April 2, 2025, marked a key moment for Santorini’s tourism ambitions as the island’s Mayor, Nikos Zorzos, met with Andreas N. Fiorentino, Secretary-General of the Greek National Tourism Organization (GNTO). The meeting wasn’t just another photo-op with handshakes and forced smiles—it was a purposeful discussion that put real decisions on the table. Joining them were GNTO officials ready to strategize ways to regain and grow Santorini’s position as a global must-visit destination.
The talk cut straight to the point: amplifying Santorini’s profile using GNTO’s established communication platforms like Visit Greece. The goal? Reach tourists beyond the Instagram clichés of sunsets and volcanic vistas. Instead, they aim to highlight the island’s deeper identity as a sophisticated destination with more to offer.
What emerged was a roadmap of intentional actions poised to redefine how Santorini is marketed. The plan focused on repairing its temporarily shaken reputation and opening the door to fresh, sustainable tourism experiences.
Key Takeaways from the Meeting
- Addressing the elephant (or earthquake) in the room: Earlier in the year, seismic activity cast a shadow on Santorini’s image. This meeting clarified the immediate need to rebuild trust with visitors who might hesitate over safety concerns.
- Doubling down on digital marketing: The GNTO committed to extensive promotion through their Visit Greece ecosystem, reaching audiences anywhere with Wi-Fi or a phone. Social media campaigns, targeted videos, and mobile apps join an arsenal of content aimed at engaging modern travellers.
- Expanding the narrative: Tired of being boxed into its postcard-perfect image, Santorini’s new strategy includes showing off lesser-known sides of island life. This includes cultural experiences, unique gastronomy, and activities that extend beyond peak tourist season.
- Global outreach via GNTO’s network: The organization’s international offices are tasked with carrying the Santorini message into new corners of the world, from travel fairs to online campaigns, tailored to specific markets.
From Volcano Rumors to Big Tourism Dreams
The meeting didn’t ignore the big scare: earlier seismic tremors. Conversations laid out a clear plan to ensure visitors know the island remains stable, safe, and open for business. Moving forward, Santorini’s team plans to prioritize not just recovery but reinvention. This isn’t some desperate bounce-back attempt; it’s about evolving past the clichés and giving tourists reasons to add the island to their list beyond just snaps of Oia.
They also discussed promoting diverse tourism offerings. Translation: they’re subtly hinting that lounging on luxury suites with caldera views isn’t the only desirable way to experience the island (though they aren’t dropping that luxury angle altogether). Think wine tours, cultural immersion, food trails, or even remote work appeal before ‘bleisure’ becomes a word your annoying coworker starts overusing.
Next Steps: A United Front and a Clear Mission
As the meeting wrapped, promises weren’t made lightly. The mayor, GNTO, and involved partners committed to seeing this strategy through, ensuring Santorini remains glued to global bucket lists. The new tourism promotional plan underscores collaborative efforts, strategic marketing investments, and practical reforms. With this approach, they aim to keep the charm alive without overselling, overhyping, or drowning in over-tourism.
Santorini isn’t settling for just being “that beautiful island.” It’s lifting its brand to a league where substance meets timeless appeal. Visitors? They’re about to see one of Greece’s most iconic spots in a surprisingly new light.
