Santorini, Greece Unveils Bold New Tourism Campaign Showcasing Its Authentic Charm

Published on April 3, 2025

Santorini is stepping into 2025 with a fresh tourism campaign that invites travelers to discover a lesser-known, more genuine side of the island—far beyond its famous sunsets and whitewashed buildings. This reimagined approach marks the first official tourism promotion in more than ten years for the Aegean jewel, and it’s all about authenticity, sustainability, and local culture.

Unveiled at the Acropolis Museum in Athens, the new campaign is part of a larger initiative titled “Santorini 2025: Year of Promoting and Supporting Authenticity.” This effort seeks to highlight the island’s deep cultural roots and protect its fragile natural landscape, offering a more mindful alternative to mass tourism.

A centerpiece of the campaign is a two-minute cinematic video released by the Municipality of Santorini, which is leading the project. The video invites viewers to experience the island’s soul—its volcanic terrain, centuries-old traditions, vibrant gastronomy, and timeless heritage—through five key pillars: local culture, culinary richness, immersive experiences, striking landscapes, and the unique Volcanic Park. The goal is to create a deeper connection between visitors and the island, while preserving what makes Santorini truly special.

In the summer of last year, Santorini found itself in the global spotlight—not for its postcard-perfect views or caldera sunsets, but for the overwhelming crowds that packed its narrow streets. Images of tourist congestion circulated widely, raising concerns about overtourism on the island. Then, at the start of this year, a series of earthquakes shook Santorini over several weeks, fueling uncertainty within the local tourism sector. Many feared the tremors would deter potential visitors. However, authorities have since confirmed that the island is safe, stable, and fully prepared to welcome travelers once again.

Santorini’s newly launched tourism campaign also shines a spotlight on the island’s rich historical legacy and distinctive culinary traditions. One of the island’s most remarkable archaeological treasures is the ancient city of Akrotiri—often referred to as the “Pompeii of the Aegean.” Discovered nearly six decades ago, this Bronze Age settlement was preserved beneath layers of volcanic ash, providing an unparalleled window into a flourishing civilization that dates back more than 3,600 years. Despite its cultural significance, Akrotiri often remains underappreciated by the average visitor, something the new campaign aims to change by bringing it to the forefront of the Santorini experience.

Preserved beneath layers of volcanic ash since a cataclysmic eruption around 1650 BC, the ancient city of Akrotiri stands as a remarkably intact window into the Bronze Age. Frozen in time, its buildings, frescoes, and artifacts offer modern archaeologists an extraordinary opportunity to uncover the daily lives, artistry, and mysteries of a long-lost civilization.

Situated on what was once known as Thira—named after the mythical ruler Theras—Akrotiri was part of the thriving Minoan world, closely connected to the nearby island of Crete. The eruption that sealed its fate was so powerful it obliterated everything in its path, destroying the once-flourishing settlement and reshaping the island, which was originally called “Stronghili,” meaning “the round one.”

Beyond its archaeological marvels, Santorini is also renowned for its exceptional wine heritage. The island’s volcanic soil has nurtured vineyards for thousands of years, producing some of Greece’s most distinctive and celebrated wines. Recognized by the European Union with a Protected Designation of Origin (PDO) status, Santorini wines are the result of millennia of cultivation in a unique terroir that cannot be replicated elsewhere.

Wine-making on the island dates back to the third millennium BC, with archaeological evidence confirming that viticulture has been practiced continuously for over 4,000 years—interrupted only briefly following the massive eruption that once blanketed the entire island in ash. Today, these ancient vineyards continue to thrive, offering both a taste of history and a vital link to the island’s enduring cultural identity.

Santorini wine stands as a proud symbol of Greek viticulture on the international stage. Thanks to the island’s volcanic soil, the wines produced here boast a strikingly unique profile—defined by bold acidity, rich minerality, and a full-bodied structure that sets them apart from other Mediterranean varieties.

The same volcanic environment that gives Santorini wines their character also enriches a wide range of native agricultural products. From the intensely flavored cherry-sized tomatoes and buttery fava beans to the distinctive round zucchini known locally as “katsouni,” capers bursting with flavor, and the island’s signature white and green eggplants—each ingredient owes its depth and intensity to the island’s fertile, mineral-rich earth.

In recent years, Santorini has seen a flourishing culinary revival that’s deeply rooted in these local treasures. At the heart of this gastronomic identity is the island’s beloved fava—creamy yellow split peas cooked into a smooth spread that carries the prestigious PDO (Protected Designation of Origin) label. You’ll find it served in countless forms across both upscale dining establishments and humble seaside tavernas.

Equally noteworthy is the Santorini tomato, also granted PDO status, revered for its robust flavor and used in various forms including traditional sun-dried versions. Adding to the island’s culinary charm is “hlorotyri,” a fresh local cheese made from goat’s milk, and a variety of seasonal treats such as the golden-hued Easter pastries “halakia” and “koutsounes,” which gain their distinctive color and aroma from wild thyme that grows abundantly in Karteriat.

Together, these flavors not only define the island’s cuisine but also offer a genuine taste of Santorini’s volcanic legacy and timeless culinary culture.