Santorini seeks to diversify tourism through new cultural and nature experiences

Santorini is working to diversify its tourism offerings by moving beyond its famous caldera views to focus on experiences such as gastronomy, wine, culture, nature, and wellness. The Greek National Tourism Organisation (GNTO) is studying international travel trends as part of the GNTO-Santorini Tourism Forum 2026, an initiative designed to strengthen the international profile of both Santorini and Mykonos.

GNTO Secretary General Andreas Fiorentinos stated that while Santorini and Mykonos are major contributors to the Greek national economy and GDP, the strategic priority is to enrich their tourism products and respond to the changing expectations of European travelers. This includes highlighting high-quality services to maintain competitiveness.

Beyond traditional sightseeing, the island offers unique natural attractions, including a distinct underwater volcanic landscape. Divers can explore Mediterranean ecosystems featuring volcanic rock formations, colorful sponges, and Posidonia seagrass meadows, providing a different perspective of the island's geological history.