Santorini plans tourism campaign focused on food, wine and culture
A series of 32 short videos will highlight attractions beyond the island’s sunsets as hoteliers report weaker occupancy.
Santorini plans to broaden its appeal as a year-round destination through a digital campaign highlighting food, wine, culture and religious sites. The announced series of 32 short videos will showcase experiences beyond the Greek island’s sunsets and luxury accommodation.
Local hoteliers have reported difficulty filling rooms over the past two years. Hotel owner Thomas Giannis linked the tourism downturn to seismic activity on neighbouring islands and the war in the Gulf. Thira Mayor Nikos Zorzos said the situation had stabilised after a hesitant start to the year, describing September and October as strong months for visitors with particular interests in the island.
Accommodation supply is also affecting occupancy. Zorzos said an increase in hotel beds was creating difficulties and urged the government to curb unregulated construction on Santorini.
The mayor put annual visitor numbers at 3.5 million, including cruise passengers. Residents argue that airport figures can overstate the number staying on Santorini because some travellers continue to neighbouring islands.
Cruise disembarkations are capped at 8,000 passengers a day. Zorzos said the restrictions had eased crowding, while acknowledging that overnight guests spend more than people making short cruise visits.
A seasonal levy charges disembarking cruise passengers €20 each from 1 June to 30 September, €12 in April, May and October, and €4 from 1 November to 31 March. The municipality receives one third of the proceeds, with the rest divided between the tourism and shipping ministries.
