Greece Sparks Major Santorini Tourism Shift With New Focus on Culture, Gastronomy and Autumn Escapes

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Greece is set to reinvent Santorini tourism by focusing on culture and local cuisine, as well as the autumn season. In an attempt to draw attention away from the iconic white buildings, the rocky volcanic caldera and unique rock formations, Greece is looking to develop the region’s cultural heritage, including its local cuisine and traditional villages. New online marketing campaigns, changing European travel trends and longer haul flights are all set to help boost visitor numbers to experience a different side to this popular island destination.

Greece Introduces a New Tourism Vision for Santorini

This fresh approach took center stage at the GNTO Santorini Tourism Forum 2026, held from October 5 to 8. Bringing together representatives of the Greek National Tourism Organisation, local authorities, tourism professionals, and international travel journalists, discussions focused on drawing visitors seeking meaningful cultural experiences rather than conventional sightseeing alone. The goal is to distribute tourism demand more evenly throughout the year, especially during the spring and autumn shoulder seasons.

New Digital Campaign Showcases Santorini Beyond Famous Sunsets

A cornerstone of this strategy is a new campaign featuring 32 short social media videos highlighting Santorini lesser-known attractions. Currently in production, these videos will showcase local traditions, scenic landscapes, regional cuisine, and cultural activities. Rather than focusing exclusively on luxury hotels and caldera views, the initiative encourages international travelers to connect with a broader, more distinctive side of the island.

Volcanic Vineyards Strengthen Greece’s Wine Tourism Appeal

Wine tourism is a vital part of Santorini new destination strategy. The island’s centuries-old winemaking heritage thrives on mineral-rich volcanic soil and unique weather conditions. Visitors can learn about the traditional kouloura technique—where vines are woven into low, basket-like shapes to protect grapes from harsh winds and sun—and sample the internationally recognized Assyrtiko grape at local wineries. These experiences help travelers understand how the volcanic environment shaped the island’s agricultural heritage.

Santorini Local Gastronomy Gains Global Recognition

Gastronomy is another central pillar, with Santorini producing unique ingredients like fava, cherry tomatoes, and white eggplants. This authentic culinary identity allows travelers to connect with local traditions through regional dishes and dining experiences. Santorini growing culinary reputation earned global prestige when the Michelin Guide announced it would join its Greek selection for 2026, alongside Thessaloniki and Athens, cementing Greece’s status as a top food-focused destination.

Ancient Heritage and Traditional Villages Create New Experiences

Beyond food and wine, Santorini offers historical and cultural depth that encourages longer stays. The prehistoric settlement of Akrotiri, preserved beneath volcanic ash, offers a fascinating glimpse into an ancient civilization. Traditional villages like Megalochori showcase local architecture and everyday island character. Additionally, nature lovers can hike scenic walking paths with spectacular caldera views, while cooking workshops and pottery classes allow visitors to engage directly with local craftsmanship.

European Travel Markets Reveal Changing Holiday Preferences

European tourists are increasingly seeking more than conventional luxury holidays. In the UK, interest is growing in gastronomy, wellness, family trips, and island-hopping. French travelers are leaning toward local cuisine and wineries, while German and Austrian tourists are seeking wellness and culinary experiences. Meanwhile, Scandinavian travelers prioritize hiking, nature, and sustainable tourism. These changing trends provide Santorini with an opportunity to diversify its international appeal.

Autumn Escapes Become a Major Tourism Priority

Reducing dependence on peak summer demand is a primary objective. By promoting wine tasting, archaeological excursions, cultural workshops, and outdoor adventures, Santorini aims to draw more visitors in the spring and autumn. Promoting these seasonal attractions will not only create a more balanced tourism calendar but also support local wineries, restaurants, and experience providers year-round.

Greece is looking to broaden the appeal of Santorini by highlighting its culture, local cuisine and unique experiences, in addition to the iconic sunsets, with a new digital campaign and a push towards autumn visits to the island.

Improved Air Connectivity Supports Santorini Tourism Ambitions

Enhanced flight schedules will make an important contribution to this transition. Transavia has extended flights from the French market through November in an attempt to offer more opportunities to visit Santorini in autumn. Jet2 has announced a new weekly service connecting Leeds Bradford Airport in the UK with Santorini running from 6th May 2027 to 7th October 2027. These expanded routes will enable holidaymakers to experience the cultural treasures and a variety of seasonal attractions that Santorini has to offer outside the busy summer peak.