Santorini tourism diversification and management

Santorini is implementing strategies to diversify and manage its tourism sector. Initial efforts focused on expanding offerings beyond traditional caldera views to include gastronomy, wine, culture, nature, and wellness. The Greek National Tourism Organisation (GNTO) has been studying international trends to enrich tourism products and meet the changing expectations of European travelers.

Building on these efforts, the Municipality of Thera has outlined a strategic shift for the 2027–2028 period, moving from simple promotion toward integrated destination management. Future priorities include developing cultural and walking routes, improving local signage, utilizing digital tools, and establishing a formal destination management organization. These initiatives aim to extend the tourist season and ensure economic benefits are more widely distributed within the local community.

On an international level, the municipality participated in the World Island Fair 2026 in South Korea to address shared island challenges such as climate change and sustainable development. This participation also sought to improve air connectivity with the South Korean market.